Unified User Matching for Mobile

Increase the overall value of web-based opportunities by identifying and targeting known users across Oath Ad Platforms SSP’s vast mobile web supply ecosystem via our unified user matching solution.



To increase the value of web-based (non-app) impression opportunities, SSP supports unified user matching with RTB buyers. User matching helps identify specific users so you can activate user-based targeting capabilities such as frequency capping and audience targeting.

Unified user matching provides a single global pixel endpoint across all Oath SSP platforms, which improves match rates and allows bidders to tap into Oath’s vast ecosystem and reach cross-platform users.

SSP user matching leverages established and secure technologies for cookie syncing that have been used for years by major publishers including TechCrunch, The Huff Post and by major buyers across the industry. SSP support and product teams are available to guide you through the implementation.

The user matching functionality is optional but highly recommended in order to maximize the value of web-based impression opportunities.

Steps to Implement User Matching

1. Provide your system's user matching endpoints (secure and non-secure) to our account manager who will make the necessary configuration in the SSP system.
Note: this step is only required for supply side initiated user matching (more info below). If you are bidding into other Oath platforms, make sure you return the same user-id across all platforms.
Use one of the following formats to provide endpoints:

  • Redirect - ends with an “=” sign which we will append with a redirect back to our system. Example: http://match.example.com/uidLink.do?rd=
  • Hard-coded - you must redirect to the SSP endpoint provided in step 1. Example: http://match.example.com

2. Obtain user matching endpoints (secure and non-secure) for the SSP system from our account manager and configure in your own system.
The format of this endpoint is:
where ‘PIXEL-ID’ is an Oath specific Pixel ID assigned to your account across Oath platforms and ‘UUID’ is your system’s user ID for a given user.

  • PIXEL-ID - Oath specific Pixel ID assigned to your account across Oath platforms.
  • UUID - Bidder’s user ID for a given user.
  • GDPR_COMPLIANT - Indicates user jurisdiction.
    • 1 = user is from EU region and under gdpr.
    • 2 = user is not from EU region.
  • GDPR_CONSENT_STRING - Consent string as as defined by IAB Transparency and consent framework.

3. Confirm that valid user IDs are being received in the user.buyeruid field in openRTB bid requests from the SSP platform once your account manager indicates that user matching is active.

Methods of User Matching

There are two methods of User Matching --SSP Initiated and DSP Initiated-- which are supported individually but it is highly recommended to use them in parallel.

  • SSP initiated user matching - SSP attempts to create a match, when one does not already exist in our user store. To do this we call the user matching endpoint you provided (step 1 above) on the publisher’s page. This pixel URL sends a request to your system for a new user ID which is then redirected to the SSP user matching system, via the user matching endpoint (provided by our account manager in step 2 above).

  • DSP initiated user matching - In DSP initiated user mapping simply calls the SSP user matching endpoint (provided in step 2) and replace the ‘UUID’ field with your user ID for a given user.

Advanced Options

Account managers can help you adjust the following settings if desired.

  • Time to live (TTL) -This value is set by default to 30 days but can be adjusted lower if needed. If TTL value is set to 30 days, SSP will attempt to initiate a new match on a known user after it has been in our system for 30 days.

  • iFrame - SSP can support iFrame user matching endpoints if needed. Please notify your account manager.

  • Receive requests for matched users only - Once user matching is enabled within your account, you have the option to receive only bid requests for web-based impression opportunities for which SSP can pass your unified user ID.
    Note: this setting does not affect your decision to only receive bid requests where device ID is known for app impression opportunities.

Additional Information

  • Supply side vs. demand side user store - SSP hosts the user matching store and currently does not support user matching with partners that must host the user store in their system. This support may be added in the future.

  • Secure vs. non-secure user matching endpoints - To maximize match rates, we recommend providing both a secure and non-secure endpoint. If the ad content on a publisher’s page is secure (https), user matching will only be attempted for buyers who have provided a secure endpoint.

  • OpenRTB - When available, our platform will pass both the SSP unified user ID, and the buyer specific user ID, on the openRTB compliant bid request as follows:
Object Field Name (attribute) Type Description
User Object id string   Oath’s unified user ID
User Object buyeruid string   Buyer (DSP) specific user ID
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