LiveIntent Programmatic Bidding API

Introduction

The LiveIntent Programmatic Bidding API allows Demand Side Platforms (DSPs) to bid on and buy LiveIntent e-mail inventory. The price is determined in real-time by a set of server-to-server calls between LiveIntent and the buyer. The DSP creative is served when the buyer’s bid is the highest for the auctioned impression.

The LiveIntent Programmatic Bidding API incorporates a subset of the IAB OpenRTB specification v2.5, IAB OpenRTB Native 1.1, and IAB OpenRTB Native 1.2. The OpenRTB specification continues to evolve, and the LiveIntent Programmatic Bidding API is expected to follow the OpenRTB specification over time.

The OpenRTB specification provides details on transports, security, data formats, headers, etc., and should be used for further understanding of the overall approaches to the interfaces. Per the specification, the OpenRTB version should be passed in the header of a bid request with a custom header parameter. Additionally, it is recommended that the same version be passed back in the bid response:

x-openrtb-version: 2.5

Due to the nature and limitations of email inventory this API specification only incorporates a subset of the OpenRTB specification. This document provides the details of LiveIntent’s use of the OpenRTB specification for the Programmatic Bidding API.

Overview

Process Flow

A typical process flow for a buyer using the LiveIntent Programmatic Bidding API:

A user opens an email, and a request is sent to the LiveIntent e-mail ad server platform from the user’s browser.
LiveIntent initiates a bid request to all RTB buyers.
The buyers respond with bids and creative tags for the email impression.
LiveIntent selects the highest bid in a real-time auction.
LiveIntent serves the buyer’s creative replacing the price macro.
LiveIntent optionally notifies the buyer via a server-side or client-side call of the winning bid and price.

Bidding API

In order to receive bid requests and provide bids/creative tags, the DSP must implement the LiveIntent Programmatic Bidding API. As part of the implementation, the DSP buyer provides LiveIntent with a bidding URL for bid requests, and optionally with a winning bid notification URL.

Bid Request

The OpenRTB specification provides a comprehensive list of required, recommended, and optional objects to be included in the bid request. The LiveIntent Programmatic Bidding API supports a subset of these objects (including all required objects/attributes) as described below.

Object	OpenRTB Scope	Notes	Attributes
Bid Request Object	required	Top-level Object. Implicit: tmax=150ms, currency=USD	id, imp, site, device, user, at
Impression Object	required	At least one impression object is required in a bid request object	id, banner, native, secure
Banner Object	optional	Child of impression object; the ad opportunity within the email	w, h, id, pos, btype, battr
Site Object	recommended	The website associated with ad content	id, name, domain, cat, page (custom), publisher
App Object	recommended	The app associated with ad content	id, name, domain, cat, page (custom), publisher
Device Object	recommended	The device the ad impression will be delivered to and its capabilities	ip, ua, language, geo
User Object	recommended	The email user, identified by UUID along with other known attributes	id, buyeruid, customdata, data
Publisher Object	optional	Child of site object; the email publisher	id, name, cat
Geo Object	optional	Child of device object; the geographic location of device or user	country, region, metro, city, zip, type
Data Object	optional	Child of user object; data source info about user	id, name, segment
Segment Object	optional	Child of data object; data segments for user from data source	id, name, value
PMP Object	optional	Child of impression object; contains any private marketplace deals in effect for this impression	private_auction, deals
Deal Object	optional	Child of pmp object; a specific deal that was struck between a buyer and a seller	id, bidfloor, wseat
Native Object	optional	Child of impression object; a native impression conforming to the Dynamic Native Ads API	request, ver

Sample Bid Request (Site Object)

CODE

{"site": {"content": {"cat": ["IAB10"]},"id": "12345","page": "http://page.com","cat": ["IAB10"],"domain": "publisher.com","publisher": {"id": "54321","name": "Publisher Name"},"name": "Newsletter Name"},"imp": [{"bidfloor": 0.50,"id": "1","bidfloorcur": "USD","tagid": "12323456","secure": 0,"pmp": {"private_auction": 0,"deals": [{"bidfloor": 4,"id": "123","bidfloorcur": "USD","wseat": ["321"],"at": 2}]},"banner": {"h": 250,"pos": 0,"w": 300,"id": "0","btype": [1,4]}}],"device": {"ua": "Mozilla/5.0 (Macintosh; Intel Mac OS X 10.12; rv:61.0) Gecko/20100101 Firefox/61.0","ip": "XX.XXX.XXX.XX","language": "en","devicetype": 2,"geo": {"country": "US","city": "New York","zip": "10001","metro": "501","region": "NY","type": 2}},"ext": {"ssp": "liveintent"},"id": "111a1111-1a11-111a-a111-1a1aaaa11111","user": {"data": [{"name": "age_gender","segment": [{"name": "gender","value": "M"},{"name": "age","value": "45-54"}]}],"buyeruid": "222222b2-bbb2-2b22-b2b2-22bb2b222222","id": "3c333333-c3c3-3333-c3c3-c33c3ccc3c33"},"at": 2
}

Sample Bid Request (App Object)

CODE

{
    "device": {
        "ifa": "222222b2-bbb2-2b22-b2b2-22bb2b222222",
        "ua": "Mozilla/5.0 (iPhone; CPU iPhone OS 12_1_4 like Mac OS X) AppleWebKit/605.1.15 (KHTML, like Gecko) Mobile/16D57",
        "make": "Apple",
        "osv": "iOS_12",
        "os": "iOS",
        "js": 0,
        "ip": "XX.XXX.XXX.XX",
        "model": "Apple_iPhone",
        "language": "en",
        "geofetch": 0,
        "geo": {
            "country": "US",
            "city": "New York",
            "zip": "10001",
            "metro": "501",
            "region": "NY",
            "type": 2
        },
        "devicetype": 4
    },
    "id": "111a1111-1a11-111a-a111-1a1aaaa11111",
    "imp": [
        {
            "bidfloor": 0.5
            "id": "1",
            "bidfloorcur": "USD",
            "tagid": "12323456",
            "secure": 1,
            "pmp": {
                "private_auction": 0,
                "deals": [
                    {
                        "bidfloor": 4,
                        "id": "321",
                        "bidfloorcur": "USD",
                        "at": 2
                    }
                ]
            },
            "banner": {
                "h": 250,
                "format": [
                    {
                        "h": 250,
                        "w": 300
                    }
                ],
                "pos": 3,
                "w": 300,
                "id": "1",
                "btype": [
                    1,
                    4
                ]
            }
        }
    ],
    "bcat": [
        "IAB25",
        "IAB26",
        "IAB14",
        "IAB22",
        "IAB18",
        "IAB11"
    ],
    "ext": {
        "ssp": "LiveIntent"
    },
    "app": {
        "id": "12345",
        "name": "Newsletter Name",
        "cat": [
            "IAB22"
        ],
        "domain": "publisher.com",
        "publisher": {
            "id": "54321",
            "name": "Publisher Name",
            "domain": “publisher.com”
        }
    },
    "user": {
        "buyeruid": "222222b2-bbb2-2b22-b2b2-22bb2b222222",
        "id": "3c333333-c3c3-3333-c3c3-c33c3ccc3c33"
    },
    "at": 2
}

Bid Request Object

Field	OpenRTB Scope	Type	Default	Description
id	required	string	–	Unique ID for this bid request
imp	required	Array of objects	–	Array of impression objects
site	recommended	object	–	Site object
app	recommended	object	–	App object
device	recommended	object	–	Device object
user	recommended	object	–	User object
at	optional	int	2	Auction type 1 or 2 allowed
bcat	optional	Array of strings	–	Block list of IAB content categories.
badv	optional	Array of strings	–	Block list of advertisers by their domains.

Impression Object

Field	OpenRTB Scope	Type	Default	Description
id	required	string	–	Unique ID for this impression
banner	optional	object	–	Banner object
native	optional	object	–	Native Object defines the native advertising opportunity available for bid via this bid request. It will be included a direct JSON object
secure	optional	int	0	Flag to indicate whether the impression requires secure HTTPS URL creative assets. A value of “1” means that the impression requires secure assets. A value of “0” means non-secure assets. If this field is omitted, the bidder should interpret the secure state as unknown and assume HTTP is supported.

The `secure` flag is new to OpenRTB 2.2 and may optionally be included to indicate a need for an _https_ creative.

Banner Object

Field	OpenRTB Scope	Type	Default	Description
w	recommended	integer	–	Width (pixels)
h	recommended	integer	–	Height (pixels)
id	recommended	string	–	Unique id for tracking banners
pos	optional	integer	–	Ad position
btype	optional	array of integers	–	Blocked creative types (all but type 2 are blocked)

**Note on btype:** only pure image banners are allowed, i.e., the XHTML returned in the bid response (in the **adm** field discussed later) for the click and image URLs must explicitly follow this structure:

<a ... href="..." ...><img ... src="..." .../></a>

Due to email inventory specifics, LiveIntent ignores any creative markup within <script>…</script> tags and attempts to extract an anchor HTML tag together with up to five (5) image impression tracker tags from outside the markup. Any use of JavaScript, iFrames, or Flash is not supported.

Site Object

Field	OpenRTB Scope	Type	Default	Description
id	recommended	string	–	Newsletter ID
domain	optional	string	–	Newsletter domain
name	optional	string	–	Newsletter name
cat	optional	array of strings	–	Newsletter category
page	recommended	string	–	Custom URL representing domain and category
publisher	optional	object	–	Publisher object

App Object

Field	Open RTB Scope	Type	Default	Description
id	recommended	string	–	Newsletter ID
name	optional	string	–	Newsletter name
cat	recommended	string	–	Newsletter IAB category
domain	recommended	string	–	Newsletter domain

Device Object

Field	OpenRTB Scope	Type	Default	Description
ip	recommended	string	–	IP Address
ua	recommended	string	–	User agent
language	optional	string	–	Browser language
geo	recommended	object	–	From device location services
ifa	optional	string	–	ID sanctioned for advertiser use in the clear
make	optional	string	–	Device make
model	optional	string	–	Device model
devicetype	optional	integer	–	The general type of device

User Object

Field	OpenRTB Scope	Type	Default	Description
id	recommended	string	–	Unique user ID, UUID
buyeruid	recommended	string	–	Buyer’s user ID
customdata	optional	string	–	Cookie data
data	optional	array of objects	–	Data objects

Note on `id` and `buyeruid`:** 3rd-party cookie support is currently limited in e-mail clients, with approximately 30% of users being matched.

Publisher Object

Field	OpenRTB Scope	Type	Default	Description
id	recommended	string	–	Publisher ID
name	optional	string	–	Publisher name
cat	optional	array of strings	–	IAB Categories

Geo Object

Field	OpenRTB Scope	Type	Default	Description
country	optional	string	–	Country code
region	optional	string	–	Region code
metro	optional	string	–	Metro code
city	optional	string	–	City code
zip	optional	string	–	Zip/postal code
type	optional	string	–	Source of geo

Data Object

Field	OpenRTB Scope	Type	Default	Description
id	optional	string	–	Data provider
name	optional	string	–	Data provider name
segment	optional	Array of objects	–	Segment objects

Segment Object

Field	OpenRTB Scope	Type	Default	Description
id	optional	string	–	Segment ID
name	optional	string	–	Segment name
value	optional	string	–	Segment value

Individual segment data is provided from 3rd-party services by request and not provided by default.

PMP Object

Field	OpenRTB Scope	Type	Default	Description
private_auction	optional	integer	–	Indicator of auction eligibility to seats named in the Direct Deals object, where 0 = all bids are accepted, 1 = bids are restricted to the deals specified and the terms thereof.
deals	optional	Array of objects	–	Array of Deal objects that convey the specific deals applicable to these impressions.

Deal Object

Field	OpenRTB Scope	Type	Default	Description
id	required	string	–	Unique ID for the direct deal.
bidfloor	optional	float	0	Minimum bid for this impression expressed in CPM.
wseat	optional	Array of strings	–	Allow list of buyer seats allowed to bid on this deal. Seat IDs must be communicated between bidders and the exchange prior to bidding. Omission implies no seat restrictions.

Native Markup Request Object

The native object will be included as a JSON-encoded string in the bid request’s imp.native field.

Field	OpenRTB Scope	Type	Default	Description
asset	required	Array of objects	–	Any bid response must comply with the array of elements expressesd in the bid request
context	recommended	integer	–	The context in which the ad appears
plcmttype	recommended	integer	–	The number of identical placements in this Layout
adunit	optional	integer	–	The Ad unit ID of the native ad unit
contextsubtype	optional	integer	–	A more detailed context in which the ad appears.
ver	optional	string	“1.1”	Version of the Native Markup version in use

Sample Native Request

CODE

"native": {"assets": [{"title": {"len": 90},"id": 1,"required": 1}, {"id": 2,"img": {"hmin": 130,"wmin": 250,"mimes": ["image/gif", "image/jpeg", "image/png"],"type": 3},"required": 0}, {"id": 3,"img": {"hmin": 110,"wmin": 100,"mimes": ["image/gif", "image/jpeg", "image/png"],"type": 1},"required": 0}, {"id": 4,"data": {"len": 25,"type": 1},"required": 0}, {"id": 5,"data": {"len": 90,"type": 2},"required": 0}, {"id": 6,"data": {"len": 25,"type": 3},"required": 0}, {"id": 7,"data": {"len": 15,"type": 6},"required": 0}, {"id": 8,"data": {"len": 15,"type": 12},"required": 0}],"ver": "1.1","contextsubtype": 10,"context": 1,"adunit": 4,"plcmttype": 500}

Native Markup Request Asset Object

Field	OpenRTB Scope	Type	Default	Description
id	required	integer	–	Unique asset ID, assigned by exchange. Typically, a counter for the array
title	recommended	object	–	Title object for title assets
img	recommended	object	–	Image object for image assets
data	recommended	object	–	Data object for brand name, description, ratings, prices, etc
required	optional	integer	0	Set to 1 if asset is required (exchange will not accept a bid without it)

Native Markup Request Title Object

Field	OpenRTB Scope	Type	Default	Description
len	required	integer	–	Maximum length of the text in the title element. Recommended to be 25, 90, or 140. Current value is 140

Native Markup Request Img Object

Field	OpenRTB Scope	Type	Default	Description
types	optional	integer	–	Type ID of the image element supported by the publisher. The publisher can display this information in an appropriate format. 1 – Icon, 3 – Main
w	optional	integer	–	Width of the image in pixels
h	optional	integer	–	Height of the image in pixels
mimes	optional	Array of strings	All types allowed	Allow list of content MIME types supported

Native Markup Request Data Object

Field	OpenRTB Scope	Type	Default	Description
type	required	integer	–	Type ID of the element supported by the publisher. The publisher can display this information in an appropriate format
len	optional	integer	–	Maximum length of the text in the element’s response

Bid Response

The OpenRTB specification provides a full list of required, recommended, and optional objects to be included in the bid response. The LiveIntent Programmatic Bidding API supports a subset of these objects (including all required objects/attributes) as described below.

Object	OpenRTB Scope	Notes	Attributes
BidResponse	required	Top-level object	id, seatbid, customdata
SeatBid	required	Collection of bids made by the bidder on behalf of a specific seat*	bid
Bid	required	Child of seatbid; an offer to buy a specific impression	id, impid, price, adm, adomain, adid, nurl, cat, dealid

Sample Bid Response

CODE

{"id": "123456789","seatbid": [{"bid": [{"id": "1","impid": "1","price": "3.89","adomain": ["advdomain.com"],"adm": "<a href="http://adserver.com/click"><img width="300" height="250"src="http://adserver.com/imp" /></a><img width="1" height="1" src="http://adserver.com/tracker"/>","nurl": "http://adserver.com/winnotice?impid=${AUCTION_IMP_ID}&cost=${AUCTION_PRICE}","dealid": "deal_id_1"},...]}]}

BidResponse Object

Field	OpenRTB Scope	Type	Default	Description
id	required	string	–	Bid request id
seatbid	required	Array of objects	–	Array of seatbid objects
customdata	optional	string	–	Used for storing cookies

SeatBid Object

Field	OpenRTB Scope	Type	Default	Description
bid	required	Array of objects	–	Array of bid objects
seat	optional	string	–	ID of the buyer seat (e.g., advertiser, agency) on whose behalf this bid is made

Bid Object

Field	OpenRTB Scope	Type	Default	Description
id	required	string	–	Unique id for bid.
impid	required	string	–	Impression this bid applies to.
price	required	float	–	Bid price in CPM.
adm	optional	string	–	Required – ad markup.
adomain	optional	Array of strings	–	Required – advertiser top level domain.
adid	optional	string	–	Id of ad to be served if bid wins.
nurl	optional	string	–	Win notice URL.
cat	optional	Array of strings	–	IAB content categories of the creative.
cid	optional	string	–	Campaign ID to assist with ad quality checking.
crid	optional	string	–	Creative ID to assist with ad quality checking.
dealid	optional	string	–	Reference to `deal.id`from the bid request if this bid pertains to a private marketplace direct deal.

Prices are in CPM units, and the buyer cannot override the currency. The XHTML returned in the bid response `adm` attribute for the creative markup should contain the following structure:

CODE

<a ... href="..." ...><img ... src="..." /></a><img ... src="..." />

CODE

<img ... src="..." />

Due to email inventory specifics, LiveIntent ignores any creative markup within <script>…</script> tags and tries to extract an anchor HTML tag together with up to two image impression tracker tags from outside markup. Any use of JavaScript, iFrames or Flash is not supported.

Native Markup Response Object

The native creative shall be returned as a JSON object in the “adm” field of the Bid Object.

There are two types of Native objects LiveIntent will accept: the real native and the static one. Static means using only image_type 505 in Response. This particular image will be shown to the User. While the real one requires few assets (title, description, creative background (icon, logo, main)), which will be processed on the server side and flattened into a solid image. (warning) The DSP image handler should support S2S calls.

Note: Only the S2S win notification is available for Native impressions.

Field	OpenRTB Scope	Type	Default	Description
asset	required	Array of objects	–	List of native ad’s assets
link	required	object	–	Destination Link. This is default link object for the ad. Individual assets can also have a link object which applies if the asset is activated(clicked). If the asset doesn’t have a link object, the parent link object applies
imptrackers	optional	Array of strings	–	Array of impression tracking strings URLs, expected to return a 1×1 image or 204 response – typically only passed when using 3rd party trackers. This field should NOT contain win price macro
ver	optional	string	“1.1”	Version of the Native Markup version in use

Sample Native Response

CODE

"adm": {"link": {"clicktrackers": ["https://advertiser.com/click/abc123"],"url": "https://blog.liveintent.com/"},"assets": [{"title": {"text": "Check out our blog!“},"id": 1}, {"img": {"w": 370,"url": "https://s3.amazonaws.com/prod-heroku/external_greenhouse_job_boards/logos/000/005/053/resized/img.jpeg?1473812430","h": 370},"id": 3}, {"data": {"value": “LiveIntent"},"id": 4}, {"data": {"value": “Connecting brands to people“},"id": 5}, {"data": {"value": "Find out more"},"id": 8}],"imptrackers": ["https://advertiser.com/imp/abc123?ssp=liveintent & dsp_id = 8 & imp = 1 "],"ver": "1.1"}

Native Markup Response Asset Object

Field	OpenRTB Scope	Type	Default	Description
id	required	integer	–	Unique asset ID, assigned by exchange, must match one of the asset IDs in request
title	optional	object	–	Title object
img	optional	object	–	Image object
data	optional	object	–	Data object for ratings, prices etc.
required	optional	integer	0	Set to 1 if asset is required. (bidder requires it to be displayed)

Native Markup Response Link Object

Field	OpenRTB Scope	Type	Default	Description
url	required	string	–	Landing URL of the clickable link
clicktrackers	optional	Array of strings	–	Click tracker URLs to be fired via S2S on Click event on LiveIntent SSP side

Native Markup Response Title Object

Field	OpenRTB Scope	Type	Default	Description
text	required	string	–	The text associated with the text element

Native Markup Response Img Object

Field	OpenRTB Scope	Type	Default	Description
url	required	string	–	URL of the image asset
w	recommended	integer	–	Width of the image in pixels
h	recommended	integer	–	Height of the image in pixels

Native Markup Response Data Object

Field	OpenRTB Scope	Type	Default	Description
value	required	string	–	The formatted string of data to be displayed. Can contain a formatted value such as “5 stars” or “$10” or “3.4 stars out of 5”

No-Bid

In the event that the bidder does wish to bid on an impression, a no bid should be indicated as a HTTP 204 response. No content should be included (for example, an empty JSON object) as this simply adds unnecessary overhead to the transaction.

Ad Serving in Bid

Ad markup is returned directly in the bid itself. This is accomplished via the admattribute in the bid object to provide improved user experience. Ad serving via win-notification is not supported.

Impression Tracking

The basic structure of the adm (ad markup) field in the bid response is:

<a ... href="..." ...><img ... src="..." .../></a>

The bidder may optionally include impression tracking pixels in this field in order to maintain an independent count of impressions. The extended structure of the adm field is:

<a ... href="..." ...><img ... src="..." .../></a><img ... src="..." .../><img ... src="..." .../>

The use of impression tracking pixels is optional.

Our RTB integrations are configured S2S and we support up to five (5) tracking pixels.

Win Notification

The bidder will be notified of a winning auction via the following methods:

The nurl attribute of the bid response; in this case, the URL is fired server-side immediately after auction
As a pixel embedded in the adm attribute of the bid response (see Impression Tracking above); in this case, the URL is fired client-side upon the impression being served

Only S2S win notification is available for Native impressions.

Substitution Marcos

Substitution macros are supported in the bid response adm and nurlattributes. For the adm attribute, macros are supported both in the creative context (image and click URLs) as well as the tracking context (tracking pixel URLs). Note that the substitution is simple in the sense that wherever a legal macro is found, it will be replaced without regard for syntax correctness.

Substitution Macro	Description
${AUCTION_ID}	ID of the bid request; from `id` attribute.
${AUCTION_IMP_ID}	ID of the impression just won; from `impid` attribute.
${AUCTION_AD_ID}	ID of the ad markup the bidder wishes to serve; from `adid` attribute.
${AUCTION_PRICE}	Settlement price using the same currency and units as the bid.

The bidder may assign these macros to URL parameters as needed. LiveIntent will supply values for these macros that are communicated via the callback (adm, nurl) to the bidder.

Macro Substitution Example (In Bid Response)

CODE

"nurl": "http://adserver.com/winnotice?impid=${AUCTION_IMP_ID}&cost=${AUCTION_PRICE}"

Trafficking Ad Tags from Popular Ad Servers

When trafficking ad tags to be used in newsletter inventory running on the LiveIntent platform, they must conform to a standard compatible with email readers (Outlook, Gmail, etc.). Some general rules to adhere to:

Images must be JPEG, GIF or animated GIF
Supported sizes: 300×250, 728×90, 300×600, 970×250
Do not use iFrame, Javascript or Flash tags. They are not compatible with email and will not serve.

Below are guidelines for trafficking ad tags for several popular ad servers, including modifications that will ensure proper ad delivery and click-through.

DART for Advertisers (DFA)

Changes to be made:

Use the <NOSCRIPT> section of the Javascript tag
Add “dcove=r” immediately before the “ord=” parameter, separated by a semicolon
Replace [timestamp] with ${AUCTION_IMP_ID}

CODE

// Original<NOSCRIPT><A HREF=”http://ad.doubleclick.net/jump/n4733.127343.LIVEINTENT.COM/b6766764.7;sz=300x250;ord=[timestamp]?”><IMG SRC=”http://ad.doubleclick.net/ad/n4733.127343.LIVEINTENT.COM/b6766764.7;sz=300x250;ord=[timestamp]?”BORDER=”0” WIDTH=”300” HEIGHT=”250” ALT=”Advertisement” /></A></NOSCRIPT>// Modified for LiveIntent<A
HREF=”http://ad.doubleclick.net/jump/n4733.127343.LIVEINTENT.COM/b6766764.7;sz=300x250;dcove=r;ord=${AUCTION_IMP_ID}?”><IMG SRC=”http://ad.doubleclick.net/ad/n4733.127343.LIVEINTENT.COM/b6766764.7;sz=300x250;dcove=r;ord=${AUCTION_IMP_ID}?” BORDER=”0” WIDTH=”300” HEIGHT=”250” ALT=”Advertisement” /></A>

Atlas

Changes to be made:

Use the <NOSCRIPT> section of the JavaScript tag
Append ${AUCTION_IMP_ID} to the URLS.

CODE

// Original
<NOSCRIPT><A
HREF=”http://click.atdmt.com/UMC/go/abcdefgh0123456umc/direct/01/” TARGET=”_blank”><IMG SRC=”http://view.atdmt.com/UMC/view/frsrkmcs0123456umc/direct/01/” BORDER=”0”/></A></NOSCRIPT>// Modified for LiveIntent<NOSCRIPT><A
HREF=”http://click.atdmt.com/UMC/go/abcdefgh0123456umc/direct/01/${AUCTION_IMP_ID}” TARGET=”_blank”><IMG BORDER=”0” SRC=”http://view.atdmt.com/UMC/view/frsrkmcs0123456umc/direct/01/${AUCTION_IMP_ID}” /></A></NOSCRIPT>

MediaMind

Changes to be made:

Use the <NOSCRIPT> section of the Javascript tag
Append &ord=${AUCTION_IMP_ID} to the URLS

CODE

// Original<NOSCRIPT><A HREF="http://bs.servingsys.com/BurstingPipe/adServer.bs?cn=brd&FlightID=127343&Page=PluID=0&Pos=5349" target="_blank"><IMG SRC="http://bs.servingsys.com/BurstingPipe/adServer.bs?cn=bsr&FlightID=127343&Page=&PluID=0&Pos=5349" BORDER=”0” WIDTH=”300” HEIGHT=”250” /></A></NOSCRIPT>// Modified for LiveIntent<NOSCRIPT><A HREF="http://bs.servingsys.com/BurstingPipe/adServer.bs?cn=brd&FlightID=127343&Page=PluID=0&Pos=5349&ord=${AUCTION_IMP_ID}" target="_blank"><IMG SRC="http://bs.servingsys.com/BurstingPipe/adServer.bs?cn=bsr&FlightID=127343&Page=&PluID=0&Pos=5349&ord=${AUCTION_IMP_ID}" BORDER=”0” WIDTH=”300” HEIGHT=”250” /></A></NOSCRIPT>

Mediaplex

Changes to be made:

Use the <NOSCRIPT> section of the JavaScript tag:
Replace [CACHEBUSTER] with ${AUCTION_IMP_ID}

CODE

/ Original<NOSCRIPT><A HREF="http://altfarm.mediaplex.com/ad/nc/20692- 162078-43745-3?mpt=[CACHEBUSTER]"><IMG SRC="http://altfarm.mediaplex.com/ad/nb/20692-162078-43745-3?mpt=[CACHEBUSTER]"A LT="Click Here" BORDER="0"/></A></NOSCRIPT>// Modified for LiveIntent<NOSCRIPT><A HREF="http://altfarm.mediaplex.com/ad/nc/20692-162078-43745-3?mpt=${AUCTION_IMP_ID}<IMG SRC="http://altfarm.mediaplex.com/ad/nb/20692-162078-43745- 3?mpt=${AUCTION_IMP_ID} ALT="Click Here" BORDER="0"/></A></NOSCRIPT>

User Syncing

LiveIntent prefers DSPs' partners to initiate the user sync. LiveIntent will store the match table and return the ID sync response with the DSP buyer ID.

The DSP has an option to either receive bid requests from all users, including unknown, or only from matched users.

Sync Requests

The bidder should provide a URL that accepts parameters within a GET request from the user syncing pixel:

Parameter	Required	Description
li_uuid	yes	LiveIntent unique id for the user
bidder_id	yes	Unique id for the DSP
callback_url	yes	Callback URL to redirect to LiveIntent

Sync Response

Location:

//i.liadm.com/s/{ADVERTISER ID}?bidder_id={BIDDER ID}&bidder_uuid={REPLACE WITH DSP UUID}

The bidder must submit a response using the provided callback URL that includes the following parameters:

Parameter	Required	Description
{ADVERTISER ID}	yes	Unique Advertiser ID for the DSP provided to you by LiveIntent.
bidder_id	yes	Unique ID for the DSP. Provided to you by LiveIntent.
bidder_uuid	yes	DSP’s unique identifier for the user, empty if the DSP does not want to match this user
expiration	no	Unix timestamp of when to match the user again. Empty if no expiration

Buyer’s user ID can be submitted directly by pulling this LiveIntent URL from the buyer’s pixel:

CODE

<img width=”1” height=”1” src=”http://i.liadm.com/s/{ADVERTISER ID}?bidder_id={BIDDER ID}&bidder_uuid={REPLACE WITH DSP UUID}” />

URL works with both http and https: