How RTI works in the IX Library

Real Time Identity (RTI) is the framework that allows publishers to call only the identifiers they need, reducing unnecessary network calls for an ID they already have and improving the browsing experience for users. Publishers can implement RTI in their IX Library™ to help buyers identify users by using people-based identifiers or common identifiers through one of our supported RTI providers.

Every supported RTI provider has a corresponding RTI adapter that uses the IX Library to intelligently call, cache, and pass RTI identifiers to certified bidding adapters. You can enable an RTI adapter (for example, LiveRamp, LiveIntent) directly in the IX app. For more information on enabling an RTI adapter in the IX app, see Enable an RTI provider in the IX Library.

When a publisher enables an RTI adapter in their IX Library, the following general workflow occurs:

When a user visits a site with an RTI adapter enabled, the RTI adapter uses the IX Library to check whether a cached value for the RTI identifier is stored in the user's local storage.

  1. If the RTI identifier is stored in a user's local storage, the IX Library makes no additional network calls and the workflow continues to step 4.
  2. If there is no RTI identifier, the IX Library calls the RTI endpoint to get the RTI identifier.

  1. If the RTI identifier is returned in under the allocated time to demand start time (time to generate the bid request), the workflow continues to step 4. IX Library also stores the RTI identifier in the browser's local storage for subsequent page loads.
  2. If the RTI identifier is returned in more than the allocated time to demand start time, IX Library stores this in the browser's local storage for subsequent page loads. In this instance, bid requests from IX and bidding adapters will not include an RTI identifier.

The IX Library makes the RTI identifier available to IX and bidding adapters.

In addition to this general workflow, some RTI providers consider other factors when passing an RTI identifier. For more information on how certain RTI providers pass RTI identifiers, see: