User data matching, also known as cookie matching or cookie syncing, allows DSPs to make more effective bids that are based on user information. The user information is communicated in the OpenRTB An open industry standard for communication between buyers and sellers of online advertising in real-time bidding auctions. It's published by the IAB. User object of the bid request and DSP Demand-Side Platform (DSP). A software platform that automates bidding decisions in real-time and efficiently connects buyers and audiences through an ad exchange or SSP. Also known as a buy-side platform. specific User Identifiers (UIDs) are communicated through the user matching endpoints.
To maximize the pool of impressions available, Index initiates pre-auction user matching to make sure that all DSP specific UIDs are available in the 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..
Index supports secure user matching by dropping HTTPS user sync pixels on both secure (HTTPS) and insecure (HTTP) traffic.
There are two options to set up user data matching, both of which can be active at the same time. To maximize the pool of impressions available, you should enable both of the following methods:
- Index initiated: Index drops the user matching pixel with the creative A digital ad made available in various creative types, defined by their size in pixels such as 300x250px. and directs the user to you for matching. For more information about the Index initiated user matching process, see Receive user matching requests from Index.
- DSP initiated: You drop the user matching pixel with the creative which directs the user to Index for matching. This allows you to leverage your own resources to gain visibility into users and share user matches such as dropping the user match pixel on creatives or on owned and operated Owned and operated. The seller is the owner and operator of the app and/or domain being sold. digital properties. For more information about the DSP initiated user matching process, see Send user data matching requests to Index.
Note: If a user does not accept DSP cookies, user matching is not attempted.
