Device Identifiers | MoPub DSP Best Practices

Advertising Identifiers
Vendor Identifiers
Frequency Capping Identifiers
Bid request

MoPub support for device identifiers in OpenRTB includes advertising identifiers (IFA), vendor identifiers (IFV) and frequency capping identifiers (user.id).

If the IFA is not available, MoPub provides DSPs with an alternative, limited-scope device identifier in order to provide basic non-targeting functionality to advertisers.

Examples of this include frequency capping, fraud detection and analytics. Below is a detailed list of supported identifiers and their scope.

Advertising Identifiers

MoPub supports the following user-resettable device identifiers via the BidRequest.device.ifa field:

iOS: ID for Advertisers (IDFA)
Android: Google Advertising ID (GAID) and Amazon Advertising ID (AID)

Vendor Identifiers

MoPub supports the following vendor device identifier via the BidRequest.device.ext.ifv field:

iOS: ID for Vendors (IDFV) when IDFA is not available
Android: No vendor ID equilvalent currently exists on Android

Frequency Capping Identifiers

MoPub supports the following vendor device identifiers via the BidRequest.user.id field:

iOS: IDFA (when available), else IDFV (when avaliable), else a per app MoPub-specific device identifier
Android: GAID or AID (when available) else a per app MoPub-specific device identifier

Bid request

Here are the fields where DSPs can find these device identifiers.

Attribute	Description	Type	Example
BidRequest.device.ifa	Preferred device identifier to pass. For iOS, is all zeros unless permission to track has been granted.	string	"ifa": "5CD1D2BF-7958-4955-A964-95DBF9ABF780"
BidRequest.device.ext.ifv	IDFV of device in that publisher. Only passed when IFA is unavailable or all zeros.	string	"ifv": "336F2BC0-245B-4242-8029-83762AB47B15"
BidRequest.user.id	Equal to BidRequest.device.ifa if the IFA is non-zeroes. Else, the IFV if available. Else, a MoPub-specific device identifier for each user within each app.	string	"id": "9B9BF1EF-0646-467D-A09A-5478B7DFC130"

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Last updated March 30, 2021

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