Two Paths, No Sync 16 Mobile Identity Device Track Permission device.ifa App Login ID SDK Prebid Mobile SDK Prebid Server Demand Partners 1 ifa or null 2 email 3 resolved eids 4 bid request 5 bid request 6 OpenRTB 7 bids P_
Two Paths, No Sync Mobile Identity 16 Tracking permission 1 sets device.ifa . An ID SDK 2 resolves login email into user.eids 3 ; both travel together. App dev owns integration, not ad ops; EIDs clear on cold start; new ID = app store release. Unlike web 4 and PBS 10 , no sync pixels; IFA and EIDs never merge. FIELD NOTES → SharedId defaults OFF on mobile; flip it for free probabilistic signal → Login apps bypass IFA: hashed email as EID keeps full addressability → ATT opt-out ~75% on iOS — IFA null for most; EID path is critical P_ atd.postindustria.com/16

How It Works

Tracking permission [1] sets `device.ifa`. An ID SDK [2] resolves login email into `user.eids` [3]; both travel together. App dev owns integration, not ad ops; EIDs clear on cold start; new ID = app store release. Unlike web {4} and PBS {10}, no sync pixels; IFA and EIDs never merge.

Field Notes

  • `SharedId` defaults OFF on mobile; flip it for free probabilistic signal
  • Login apps bypass IFA: hashed email as EID keeps full addressability
  • ATT opt-out ~75% on iOS — IFA null for most; EID path is critical

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