Platform IFAs, One Household 22 CTV Identity CTV App SSAI Server Prebid Server Demand Partners 1 platform IFA 2 device.ifa 3 OpenRTB 4 freq-capped 5 stitched stm P_
Platform IFAs, One Household CTV Identity 22 The native app calls the platform IFA API and passes it as a URL param to SSAI 1 . SSAI normalizes five+ incompatible OEM IFAs into one device.ifa 2 for bidders 3 . But it’s household-level: everyone on the couch shares one ID, so freq caps hit the screen, not the person 4 . Bid flow: 21 . FIELD NOTES → Co-viewing avg 1.44 viewers per screen; streaming hits 1.74 → Spec says dpid for ifa_type; production sends platform codes P_ atd.postindustria.com/22

How It Works

The native app calls the platform IFA API and passes it as a URL param to SSAI [1]. SSAI normalizes five+ incompatible OEM IFAs into one `device.ifa` [2] for bidders [3]. But it’s household-level: everyone on the couch shares one ID, so freq caps hit the screen, not the person [4]. Bid flow: {21}.

Field Notes

  • Co-viewing avg 1.44 viewers per screen; streaming hits 1.74
  • Spec says `dpid` for `ifa_type`; production sends platform codes

Questions about Platform IFAs, One Household?

Get expert guidance from our team. We'll help you implement it.