Sending extended content IDs to Index Exchange

You can now send an array of Content IDs (CIDs), where each ID is paired with the name of the data provider that issued it. A CID is a standardized identifier that describes video content using metadata from trusted third-party providers (such as content classification, ratings, or brand-safety vendors).

Sending CIDs helps programmatic platforms better understand your video content using identifiers they already recognize. This can improve content classification, targeting, measurement, and brand-safety decisions, ultimately increasing demand for your inventory.

To ensure a smooth transition and maintain backward compatibility:

• Continue sending content.id as you do today.

• Start populating standardized or third-party identifiers in the content.data.cids array in accordance with the IAB Interactive Advertising Bureau (IAB). An advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry. Tech Lab implementation guidelines. For more information about how to send the cids array, see List of supported bid request fields for sellers.

• Once platforms increase support for CIDs, Index Exchange (Index) recommends using your own internal content ID as the value for content.id, where it represents your internal content ID, and the content.data.cids array contains external IDs. This phased approach helps avoid disruption, while enabling improved content interpretation and interoperability over time.

Example

{
	"app": {
		"content": {
			"id": "ABC123-DEF456-GHI789",
			"data": [
				{
					"name": "dataprovider1.com",
					"cids": ["DP1001652800000"]
				},
				{
					"name": "dataprovider2.tv",
					"cids": ["DP2e3d0809045e003c"]
				}
			]
		}
	}
}