User identification

In-app inventory

We support the following types of user ID for in-app traffic:

• IDFA (Identifier for Advertisers)
• GAID (Google Advertising ID)
• OAID (Open Advertising ID)

If device.lmt = 1, Yandex DSP strips the advertising ID from the request during the preprocessing.

If the user opts out of sharing their identifier, you can pass alternative IDs in the request:

• device.ext.ifv for iOS devices.
• device.ext.appsetid for Android devices.

While these identifiers don't uniquely identify the user, they provide the system with extra data to help calculate the auction bid.

Web inventory

To support web inventory, populate the user.buyeruid field with the user cookie provided by the cookie-matching service. Cookie syncing allows two different ad platforms (such as an SSP and a DSP) to identify a user across the web and establish a common dictionary where one platform's cookie corresponds to the other's:

1. All cookie pairs must be stored on the SSP side.
2. The identifier obtained during cookie matching must be sent in the request via the user.buyeruid field.
3. The SSP partner provides a URL to initiate cookie syncing, for example: https://sync.domain.com/user-sync?dsp=94&t=image&uid={Kssp-ext-uniq-id}. This URL must include the macro for passing the identifier, which in this example is uid={Kssp-ext-uniq-id}.
4. Once we receive the link, we configure our own cookie sync pixel on our end and provide it to the partner. You need to trigger this pixel across publisher pages to maximize user reach.

To activate and set up cookie matching for web traffic, please contact your Yandex manager.