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Parameter

Mandatory

Description

loc

No

Location of the user's mobile device. Its value indicates the latitude and longitude, and should be specified in the Latitude,Longitude format such as 41.906365, -75.327759. Latitude varies from -90 to 90 and longitude varies from -180 to 180. Note that South and West are depicted as negative numbers.

loc_sourceYes*

Source of user's mobile device's location as provided in the loc parameter mentioned above. This does not indicate the source for the user's geo-specific parameters such as country, state, city, and so on.

Possible values are:

  • 0 - Unknown
  • 1 - GPS / Location Services
  • 2 - IP Address
  • 3 - User provided (for example, registration data)

Note: This parameter is mandatory only if the loc parameter mentioned above is provided.

country

No

Name of the country derived from the visitor's IP address using ISO-3166-1 Alpha-2.

state

No

State of the user. For example, state=NY

city

No

City of the user. For example, city=New York

dma

No

Designated market area (DMA) code of the user. This field is applicable for US users only. For example, dma=734

zip

No

Home zip code if the visitor is present in the U.S.; otherwise it indicates the postal code.

yob

No

Visitor's birth year as a four-digit integer. For example, 1975.

gender

No

Gender of the visitor. Possible values are:

  • M - Male

  • F - Female

  • O - Others

ethn

No

Numeric code of ethnicity. Possible options are:

  • 0 - Hispanic

  • 1 - African-American

  • 2 - Caucasian

  • 3 - Asian-American

  • 4 課メOther

For example, ethn=1.

inc

No

User's income or income range in dollars (whole numbers). For example, inc=50000 or 50000-75000.

keywords

No

A comma-separated list of keywords indicating the consumer's interests or intent.

eids

No

(Active as of February 8, 2018)

This allows buyers to use audience data in real time bidding.

The intention here is to solve for diverse use cases around identity, including

  • Support for cross - device models in bid-stream
  • Allow for the ecosystem of "single IDs"
  • People-based identifiers of all types

It is URL encoded JSON.


This contains array of 'eid' object.


eid object conatins -

  1. source - string - Source or technology provider responsible for the set of included IDs. Expressed as a top-level domain.
  2. uids - Array of uid object


uid object contains -


  1. id - string - Cookie or platform native identifier or device id
  2. atype - integer - Type of user agent match is from. It contains following values as -

1 - Web - An ID intended which is tied to a specific browser or device (cookie-based, probabilistic, or other)

2 - Apple IDFA

3 - Android Ad Id

4 - Windows mobile advertising id

5 - Another mobile advertising identifier, such as a SHA1 or MD5 version, or other legacy native mobile identifier