Receive Universal IDs in bid requests

To receive Universal IDs Universal IDs are IDs that Index can receive from data partners and pass to DSPs in the bid request. in bid requests, DSPs must update their bidding algorithm and request to be on the allowed list from Index Exchange (Index) for certain Universal ID providers.

1. Update your bidding algorithm to be able to receive, log, and bid against these Universal ID fields within the user object of a bid request An OpenRTB request that is sent from a supply-side platform (SSP) or ad exchange to the DSP requesting a bid response for potential impressions. A bid request contains information about the impression that allows the DSP to decide whether to bid on the impression.:

Location in user object	Field	Description
eids	source	The Universal ID provider's domain.
uids	id	The user identifier string from the Universal ID provider.
uids.ext	rtiPartner	The Universal ID provider's ID.

Example JSON

"user": {
  "id": "Wu0LmNOOOpqRRsS6",
  "buyerid": "128777833444528",
  "ext": {
    "eids": [
      {
	 "source": "rtiprovider.com",
	 "uids": [
	   {
	     "id": "XY6104gr0njcH9UD_cMlsFOfZI",
	     "ext": {
	       "rtiPartner": "universalidproviderID"
	     }
	   }
     ]
    }
  ]
 }
}

2. Contact your Index Representative to get on the allowed list for the following Universal ID providers:
   • LiveIntent
   • LiveRamp
     • DSPs who want to receive the LiveRamp identifier, IdentityLink (IDL LiveRamp IdentityLink (IDL). A hashed, people-based identifier, to identify individuals across devices and environments.), in Europe or Asia-Pacific must sign an amendment to an existing contract or a new contract. For more information, contact your Index Representative.
   • netID

You don't need to be on the allowed list for Unified ID as they automatically send their Universal ID in bid requests to all DSPs.