Using Identifiers in OpenRTB

Once you have successfully obtained Envelopes and used them to generate identifiers with the Sidecar, you must add them to your outgoing bid requests for supported demand platforms.

With OpenRTB 3.0, LiveRamp lets you integrate Google PAIR for Display & Video 360. Along with an envelope, LiveRamp will include a PAIR ID when a user authenticates on their website

Available Identifiers

Identifier	Source
The Trade Desk Unified ID 2.0 (UID2)	uidapi.com
The Trade Desk European Unified ID (EUID)	euid.eu
Epsilon PubLink	epsilon.com
Yahoo ConnectID	yahoo.com

OpenRTB 2.5

"user": {
  "buyeruid": "aaa",
  "id": "xxx",
  "ext": {
    "eids": [{
      "source": "liveramp.com",
      "uids": [{
        "id": "AvxfXjwFaie3SW…"
      }]
  },
   {
    "source": "epsilon.com",  
    "uids": [{  
      "id": "ec0DChb7jbnRH…"
    }]
  },
   {
     "source": "uidapi.com",
     "uids": [{
       "id": "AgAAAAPHpn5c…"
     }]
  },     
   {
     "source": "euid.eu",
     "uids": [{
       "id": "AgAAAAPHpn5c…"
     }]
  },              
   {
    "source": "yahoo.com",  
    "uids": [{  
      "id": "AbAFBCPHpn5c…"
    }]             
   }]
  }
}

Envelopes are provided in the same format, except substituting the Envelope value in the LiveRamp uids.id source. Envelopes are typically sent when sending ad requests to other exchanges/SSPs, who operate their own Sidecar instance.

"user": {
  "buyeruid": "aaa",
  "id": "xxx",
  "ext": {
    "eids": [{
      "source": "liveramp.com",
      "uids": [{
        "id": "AvxfXjwFaie3SW…"
      }]
    }]
  }
}

A LiveRamp RampID will match the regular expression like ^(XY|Xi)\d{4}(.{43}|.{64})$ due to its predictable syntax, whereas an envelope will not.

Some use cases (e.g. CTV) call for multiple identifiers in a single bid request, but typically only one ID is provided in the uid array.

OpenRTB 3.0

"user": {
  "id": "aaa",
  "buyerid": "xxx",
  "eids": [
    {
      "source": "liveramp.com",
      "uids": [
        { "id": "AvxfXjwFaie3SW…", 
         "atype": 3 }]
    }
  ]
}

Google PAIR ID

To identify PAIR from other ID types, Google has implemented a strict requirement for the atype value. LiveRamp uses atype=3 for the ATS Envelopes while Google uses atype=571187 for the Pair IDs.

"user": {
    "ext": {
      "eids": [        
        {
          "source": "liveramp.com",
          "uids": [
            {
              "id": "AvxfXjwFaie3SW…",
              "atype": 3
            }
          ]
        },
        {
          "source": "google.com",
          "uids": [
            {
              "id": "AGgIhrPMirF…",
              "atype": 571187
            },
            {
              "id": "YeGs2Q4zxnAkLw…",
              "atype": 571187
            }
          ]
        },
        {
          "source": "epsilon.com",
          "uids": [
            {
              "id": "ec0DChb7jbnRH…",
              "atype": 3
            }
          ]
        },
        {
          "source": "uidapi.com",
          "uids": [
            {
              "id": "AgAAAAPHpn5c…",
              "atype": 3
            }
          ]
        },
        {
          "source": "yahoo.com",
          "uids": [
            {
              "id": "AbAFBCPHpn5c…",
              "atype": 3
            }
          ]
        },