How the RTI framework returns RTI identifiers

The Real Time Identity (RTI) framework differs from other user matching (cookie syncing) technologies that generate network calls to get a user identifier, by only generating network calls when an RTI identifier is not available in a user's local storage. Our testing shows that implementing RTI results in 85% fewer network calls and faster loading of web pages.

When a network call is required to get the RTI identifier, the RTI endpoint must return the identifier within the following allocated time:

  • The time between the IX Library™ start and demand start timeout. The demand start timeout occurs when the IX Library has enough information about an ad slot on a page to generate a bid request for certified bidding adapters. This timeout varies across publishers, IX Library implementations, and pages.

  • If more time is required past the demand start time, a conditional 50 ms timeout is triggered on only the fastest, most low-latency pages on the internet.

Note: If a Consent Management Platform (CMP) is configured, the demand start timeout will begin after the CMP has responded or timed out.

In the majority of cases, the RTI endpoint is able to respond in the time between the IX Library start and demand start timeout. This enables the IX Library to pass the RTI identifier to bidding adapters without any impact to latency and timeouts.