Improving bidding with user data matching
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
User object of the bid request and DSP 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.
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 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 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.