Send the Global Placement Identifier (GPID) to IX

Before you begin: Make sure that you are integrated with Index Exchange (IX). If you did not integrate with IX and want to learn about the various integration options, see Integrating with IX.

The Global Placement Identifier (GPID) is a global unique identifier that represents a specific ad unit or placement on a publisher's site. It is defined by the publisher and is passed in OpenRTB bid requests to DSPs. Unlike the traditional exchange-specific identifiers that are passed by each exchange for an ad unit, the GPID is a consistent representation of the ad unit across all exchanges and demand sources. For example, instead of receiving multiple exchange-specific identifiers for a leaderboard banner ad unit on website.com, the DSP will receive the same GPID for the ad unit across all exchanges, including IX.

GPID helps DSPs accurately assess an impression opportunity and improves transparency for buyers. If bid requests do not specify the GPID, a DSP may choose not to buy inventory or may buy inventory through different exchanges or channels.

How to define the GPID

The GPID should be a descriptive string that uniquely identifies an ad unit on a particular page. Additional information, such as the size and device type is not required, but may be provided. Depending on your ad server, we recommend the following:

  • If you are using Google Ad Manager, the recommended GPID string is the Google ad unit path. If the path alone does not uniquely identify the specific ad unit on the page, then you can combine it with the div id. For more information on the ad unit path, see Google’s documentation on Get Started with Google Publisher Tags.

  • If you are using an ad server other than Google Ad Manager, you can define a string that uniquely identifies the ad unit on the page. You can use the examples below as a reference to define a unique GPID string.

Examples of acceptable GPID formats

The following are examples of formats that do not include additional information such as the size and device:

  • /1234/website1/leaderboard_atf

  • website1_skyscraper

  • Website1.homepage.rr1

The following are examples of formats that include additional information such as the size and device:

  • /1234/website1/desktop/728x90/leaderboard_atf
  • website1_mobile_skyscraper_160x600

  • website1.homepage.300x250.rr1

The following are examples of formats that include the ad unit name only. These are also acceptable formats as they uniquely identify the ad unit:

  • leaderboard_atf

  • skyscraper

  • rr1

Example of a poor GPID format

The following is an example of a poor format as it does not uniquely identify the specific ad slot on the page:

  • /1234/website1

How to send the GPID to IX

IX accepts the GPID in OpenRTB bid requests in the gpid field or dfp_ad_unit_code field of the imp extension object. Based on your integration type with IX, follow any of the following tasks:

Integration option Task

Prebid.js

  1. Update your Prebid.js version to 4.42.0 or later with the GPT Pre-Auction Module enabled. For more information about this module, see Prebid's documentation on GPT Pre-Auction Module.
    Note: The GPT Pre-Auction Module will only detect banner ad units. To send video ad units, you must set the ad unit path for the video unit manually.

  2. If you are using Google Ad Manager as your ad server:

    • Make sure that the googletag.defineSlot() code statements are defined prior to the pbjs.requestBids() code statements in your Prebid.js configuration. This allows Prebid to pick up the ad unit paths that are defined in your Google Ad Manager configuration.

    • If the ad unit path is not unique enough as described in the How to define the GPID section above or you are using video ad units, you can set the ad unit path manually in the ortb2Imp.ext.data.adserver.adslot field in your Prebid.js configuration. An example is provided in step 3 below.

  3. If you are using an ad server other than Google Ad Manager, you can set the ad unit path manually in the ortb2Imp.ext.data.adserver.adslot field in your Prebid.js configuration.

    Example:

    var adUnits = [
        {
            code: '/19968336/home/mpu',
            ortb2Imp: {
                ext: {
                    data: {
                        adserver: {
                            adslot: '/19968336/home/mpu/atf'
                        }
                    }
                }
            },
            [...]
        }
    ]
    
  4. After you have completed the setup, the Index Exchange adapter will automatically retrieve the dfp_ad_unit_code from the GPT Pre-Auction Module or will use the ad unit code defined in the ortb2Imp.ext.data.adserver.adslot field in your Prebid.js configuration. This will be sent to DSPs in the bid request imp extension object gpid field.

Google Open Bidding

  1. Google sends IX the path for the ad unit in the bid request imp extension object dfp_ad_unit_code field. It is the Google Ad Manager ad unit code that uniquely identifies the ad slot. For more information on ad units, see Google’s documentation on Ad unit hierarchy.

  2. IX sends the identifier to DSPs in the bid request imp extension object gpid field.

Prebid Server, OpenRTB, and other server-to-server integrations

  1. Send the identifier to IX in the bid request imp extension object gpid field. If you do not specify this field, IX will take the identifier from the dfp_ad_unit_code field, if available. For more information about these fields, see List of supported OpenRTB bid request fields for sellers.

    Note: If you are already sending a common identifier in the imp object tagid field, we recommend that you also send the gpid field. This is recommended because some DSPs require that the gpid field must always be included in the bid request.

  2. IX sends the identifier to DSPs in the bid request imp extension object gpid field.

All other third-party integrations

Note: Make sure that the third-party vendor that you are integrated with supports GPID and has activated it for your integration.

  1. Send the identifier to IX in the bid request imp extension object gpid field. If you do not specify this field, IX will take the identifier from the dfp_ad_unit_code field, if available. For more information about these fields, see List of supported OpenRTB bid request fields for sellers.

  2. IX sends the identifier to DSPs in the bid request imp extension object gpid field.

Amazon

Transparent Ad Marketplace (TAM)
Amazon TAM currently does not send the GPID to IX. They plan to start sending it by the end of 2021.

IX Library™

Not yet supported.