The IAB Tech Lab has released OpenRTB v2.6-202409, an important update aimed at clarifying the use of identity attributes in programmatic advertising. This update is timely, given the recent focus within the adtech industry on challenges related to ID Bridging.
A Collective Effort for Improved Standards
As part of an industry-wide collaboration, earlier this year the IAB Tech Lab initiated a workstream to address these challenges, with contributions from Sincera’s Co-Founder, Mike O’Sullivan. The goal was to refine OpenRTB 2.6 to better specify the use of `buyeruid` and `ifa`, and to introduce clearer signals for when identifiers aren’t located correctly.
Why These Updates Matter
The previous lack of clarity around key identifiers led to problematic substitutions and caused confusion across the ecosystem. Buyers might have expected a deterministic identifier sourced from a cookie sync, but instead received a probabilistically matched identifier, whose methodology and provenance might be unknown. The updated specification aims to standardize the use of these fields and help buyers better evaluate IDs in the bidstream, offering more actionable insights.
Moving Forward
Sincera is committed to supporting practical improvements that foster clarity and transparency across the industry. We’re honored to have collaborated with others in the industry to make these advancements possible.
For a full overview of the changes, check out the 2.6-202409 Release Notes, or visit the IAB Tech Lab GitHub Repository.
The IAB Tech Lab has released OpenRTB v2.6-202409, an important update aimed at clarifying the use of identity attributes in programmatic advertising. This update is timely, given the recent focus within the adtech industry on challenges related to ID Bridging.
A Collective Effort for Improved Standards
As part of an industry-wide collaboration, earlier this year the IAB Tech Lab initiated a workstream to address these challenges, with contributions from Sincera’s Co-Founder, Mike O’Sullivan. The goal was to refine OpenRTB 2.6 to better specify the use of `buyeruid` and `ifa`, and to introduce clearer signals for when identifiers aren’t located correctly.
Why These Updates Matter
The previous lack of clarity around key identifiers led to problematic substitutions and caused confusion across the ecosystem. Buyers might have expected a deterministic identifier sourced from a cookie sync, but instead received a probabilistically matched identifier, whose methodology and provenance might be unknown. The updated specification aims to standardize the use of these fields and help buyers better evaluate IDs in the bidstream, offering more actionable insights.
Moving Forward
Sincera is committed to supporting practical improvements that foster clarity and transparency across the industry. We’re honored to have collaborated with others in the industry to make these advancements possible.
For a full overview of the changes, check out the 2.6-202409 Release Notes, or visit the IAB Tech Lab GitHub Repository.