User Matching

Increase the overall value of web-based opportunities by identifying and targeting known users across ONE by AOL: Mobile’s vast mobile web supply ecosystem via our User Matching solution



User matching helps you identify your users and activate your user-based targeting capabilities such as frequency capping and audience targeting.

ONE by AOL: Mobile user matching leverages established and secure technologies for cookie syncing that have been used by major publishers for many years, including TechCrunch and The Huff Post, and major buyers such as DoubleClick and MediaMath. ONE by AOL: Mobile 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

The buyer’s user id must be mapped to an internal user id. The ONE by AOL: Mobile mechanism also stores this mapping so that it can be sent back to the buyer (using the buyeruid parameter in the User Object of the openRTB standard) on subsequent bid requests.

  1. Obtain user matching endpoints (secure and non-secure) for the ONE by AOL: Mobile system from your account manager and configure in your own system. The format of this endpoint is:[BUYERPID]&userid=[UUID]
    where ‘BUYERPID’ is a ONE by AOL: Mobile specific ID assigned to your account and ‘UUID’ is your system’s user ID for a given user.  

  2. Provide your system's user matching endpoints (secure and non-secure) to your account manager who will make the necessary configuration in the ONE by AOL: Mobile system. Note: this step is only required for supply-side initiated user matching (more info below).

    Provide your endpoints in either of the following formats:

    Redirect: In this format, your endpoint will end with an “=” sign after which we will append a redirect back to our system. Example:

    Hard-coded: In this format, you will be responsible for redirecting to the ONE by AOL: Mobile endpoint provided in step 1. Example:

  3. Once your account manager indicates that user matching is active, confirm that you are receiving valid user IDs in the user.buyeruid field in openRTB bid requests from ONE by AOL: Mobile platform.


Methods of User Matching

There are two methods of User Matching: SSP Initiated and DSP Initiated. ONE by AOL: Mobile supports both SSP Initiated and DSP Initiated User Matching individually but recommends using them in parallel.

  • SSP initiated user matching. The ONE by AOL: Mobile platform 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 2 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 ONE by AOL: Mobile user matching system, via the user matching endpoint (provided by your account manager in step 1 above).

  • DSP initiated user matching. In DSP initiated user mapping you will simply call the ONE by AOL: Mobile user matching endpoint (provided in step 1) 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, ONE by AOL: Mobile will attempt to initiate a new match on a known user after it has been in our system for 30 days.

  • iFrame. ONE by AOL: Mobile 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 ONE by AOL: Mobile can pass your 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. ONE by AOL: Mobile will host 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 ONE by AOL: Mobile 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 This is the ONE Mobile specific user ID
User Object buyeruid string This is the buyer specific user ID
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