This is a dynamic document that is updated periodically with new content.
Introduction
At Worldwide Developers Conference 2020, Apple announced major changes to the IDFA on iOS 14. Digital Turbine expects that Apple's changes to IDFA will make this persistent user identifier obsolete and no longer usable for user-level ad targeting. DT also expects that Google will follow suit and remove the GAID, although we expect this change to be in early 2021 or later. The time is ripe for industry innovation and we're adapting quickly to help our marketing partners adjust to the post-IDFA/GAID era.
Digital Turbine's role as an ad monetization SDK and supply-side partner is to provide our buyers with high quality, in-app inventory. We believe the app economy is shifting towards new types of non-personalized targeting signals, ranging from session-level data to on-device aggregated data. DT's goal is to establish standardized OpenRTB custom extensions that can be seamlessly adopted and used for targeting by the programmatic app industry.
Data Purpose
DT's SDK enables the collection of the following data objects, that is shared with its buyers via the bid request, for the purposes described in the table below. This data is to be used for contextual ads only and not to create alternative user profiles or for any other purpose.
Digital Turbine requires that all buyers on DT Exchange abide by Apple's User Privacy and Data Use Policy.
"The ID for Vendors (IDFV), may be used for analytics across apps from the same content provider. The IDFV may not be combined with other data to track a user across apps and websites owned by other companies unless you have been granted permission to track by the user."
OpenRTB Bid Request Parameters for Contextual App Targeting
- These bid request parameters are structured to fit into the existing OpenRTB 2.5 and 3.0 specifications
- Bid request parameters will be available on both iOS and Android, unless they are operating system specific, like IDFV
- DT will not pass a data signal, if it is not present in the request
| Object | Attribute | Name | Definition | Value | Example Value |
Release | Purpose | Description |
|---|---|---|---|---|---|---|---|---|
| App | ext. devuserid |
Developer User ID | A developer's own persistent unique user identifier | String | "abcd12399" |
iOS 7.6.3 |
Third-Party Advertising |
Frequency capping |
| App | ver | App Version | The version of the application | String | "14.16.0" |
iOS 7.6.3 |
Third-Party Advertising |
App categorization |
| App | ext. storecat |
App Store Category | Google Play and Apple App Store category definitions. For example, "games" | String | "games" |
iOS 7.6.3 |
Third-Party Advertising |
App categorization |
| App | ext. storesubcat |
App Store Subcategory | Google Play and Apple App Store Sub-game category definitions. The array is always capped at 3 strings. | String Array |
["entertainment", "trivia", |
iOS 7.6.3 |
Third-Party Advertising |
App categorization |
| App | ext.fmwname | Framework Name | A string value describing if the app is using the unity or native framework, listed as "unity" or "native" | String | "native" |
iOS 7.6.3 |
Third-Party Advertising |
App categorization |
| App | ext. apilevel |
API Level | (Android only) An integer value that specifies the API level supported | Integer | 10 |
iOS 7.8 |
Third-Party Advertising |
App categorization |
| Publisher | Domain | Developer Domain | The developer domain used for app-ads.txt | String | "developer.com" | iOS 7.8 Android 7.8 |
Third-Party Advertising | Publisher categorization |
| User | ext. impdepth |
Impression Depth | The count of impressions for a specific placement type in a given app session. The impression depth is reset once the session ends | Integer | 4 |
FairBid iOS 3.5.0 |
Third-Party Advertising |
Ad relevance |
| User | ext. sessionduration |
Session Duration | The total duration of time a user has spent so far in a specific app session expressed in seconds. For example, a user has been playing Word Game for 45 seconds | Integer | 45 |
FairBid iOS 3.5.0 |
Third-Party Advertising |
User engagement |
| User | ext. lastbundle |
Prior App Bundle | (iOS Only) The last app bundle the user saw on the previous impression in a given session per placement type | String | "123456789" |
iOS 7.6.3 |
Third-Party Advertising |
Ad relevance |
| User | ext. lastadomain |
Prior Adomain | The last advertiser domain the user saw on the previous impression in a given session per placement type | String | "advertiser.com" |
iOS 7.6.3 |
Third-Party Advertising |
Ad relevance |
| User | ext. clickrate |
Click Rate | The percentage of clicks/impressions per user per placement type over a given number of impressions, where 5 represents a 5% CTR | Integer | 5 | iOS 7.8 Android 7.8 |
Third-Party Advertising | User engagement |
| User | ext. lastclick |
Prior Click | A boolean value indicating if the user clicked on the last impression in a given session per placement type, where "1" = user clicked | Integer | 1 | iOS 7.8 Android 7.8 |
Third-Party Advertising | User engagement |
| User | ext. lastskip |
Prior Skip | VAST specific. A boolean value indicating if the user skipped the video on the last impression in a given session, where "1" = user skipped | Integer | 1 | iOS 7.8 Android 7.8 |
Third-Party Advertising | User engagement |
| User | ext. lastclicktype |
Prior Video Click Type | VAST specific. A integer value indicating what part of the video the user clicked on, where "0" = no click, "1" = ClickThrough, and "2" = CompanionClickThrough | Integer | 1 | iOS 7.8 Android 7.8 |
Third-Party Advertising | User engagement |
| User | ext. completionrate |
Completion Rate | The percentage of completions/impressions per user per placement type for a given number of impressions, where 70 represents a 70% completion rate. This only applies to Rewarded and Video placement types | Integer | 70 | iOS 7.8 Android 7.8 |
Third-Party Advertising | User engagement |
| Device | ext. ifv |
IDFV | (iOS Only) A persistent unique identifier for each app on a device that identifies the device to the app's vendor. The value of this property is the same for apps that come from the same vendor running on the same device. A different value is returned for apps on the same device that come from different vendors, and for apps on different devices regardless of vendor. | String | "60A06FF5-3755-4077-AXXX -4520CCC9CFXX" |
iOS 7.6.3 |
Third-Party Advertising |
Frequency capping |
| Device | ext. atts |
ATTrackingManager AuthorizationStatus | (iOS Only) An integer passed to represent the app's app tracking authorization status, where 0 = not determined 1 = restricted 2 = denied 3 = authorized |
Integer | 4 |
iOS 7.7.0 |
Third-Party Advertising |
User tracking consent |
| Device | ext. inputlanguage |
Device Keyboard Languages | A string array containing the languages setup on the user's device keyboard. Country codes are passed in the string array, where "en", "he" = English and Hebrew languages are enabled on the user's device keyboard | String array | ["en","he"] |
iOS 7.3.3 |
Third-Party Advertising |
Language preferences |
| Device | ext. diskspace |
Device Available Disk Space | An integer value describing the available disk space on the device in megabytes, where "18201" = device has 18201 MB of available disk space. MB will be rounded up and passed as a whole number to align with Apple's data use and user privacy | Integer | 18201 |
iOS 7.6.3 |
Third-Party Advertising |
Capacity to download a new app |
| Device | ext. totaldisk |
Device Total Disk Space | An integer value describing the total disk space on the device in megabytes, where "63989" = the device has 63989 MB of total disk space. MB will be rounded up and passed as a whole number to align with Apple's data use and user privacy | Integer | 63989 |
iOS 7.6.3 |
Third-Party Advertising |
Capacity to download a new app |
| Device | ext. ringmute |
Ring Sound Settings | (Android only) An integer value describing the device sound setting during time of ad request describing if sound is set to ring or mute, where "0" = mute, "1" = ring | Integer | 1 | Android 7.8 | Third-Party Advertising | User engagement |
| Device | ext. charging |
Battery Charging | An integer value describing if the device is connected to a charger, where, "0" unplugged, "1" plugged into power outlet | Integer | 1 |
iOS 7.6.3 |
Third-Party Advertising |
User engagement |
| Device | ext. bluetooth |
Bluetooth Connected | A boolean value indicating if the device is connected to bluetooth, where "1" = connected to bluetooth | Integer | 1 |
iOS 7.6.3 |
Third-Party Advertising |
User engagement |
| Device | ext. headset |
Wired Headset | A boolean value indicating if the device is connected to a wired headset, where "1" device is connected to any wired headset, "0" no wired headset connected | Integer | 1 |
iOS 7.6.3 |
Third-Party Advertising |
User engagement |
| Device | ext. batterylevel |
Battery Level | An integer describing percent battery remaining on the user's device, segmented into buckets, where 100-85% = "8" 84-70% = "7" 69-55% = "6" 54-40% = "5" 39-25% = "4" 24-10% = "3" 9-5% = "2" less than 5% = "1" |
Integer | 4 |
iOS 7.6.3 |
Third-Party Advertising |
Capacity to download a new app |
| Device | ext. batterysaver |
Battery Saver Status | A boolean value indicating if battery saver ('Low Power Mode' on iOS) has been enabled, where "1" = battery saver, "0" not enabled |
Integer | 1 | iOS 7.6.3 Android 7.7.0 FairBid iOS 3.6.0 FairBid Android 3.6.0 |
Third-Party Advertising | Capacity to download a new app |
| Device | hwv | Device Hardware Version | The hardware version of the device passed as a string. For example, "iPhone X" | String | "iPhone X" |
iOS 7.3.3 |
Third-Party Advertising |
Device categorization |
| Device | ipv6 | Internet Protocol version 6. The most recent IP version on the internet | IP address with a 128-bit value | String | "2001:0db8:85a3: 0000:0000:8a2e: 0370:7334" |
Supported on all SDKs | Third-Party Advertising | General location |
| Device | utcoffset | Time difference from UTC | Local time as the number +/- of minutes from UTC | Integer | 60 |
iOS 7.6.3 |
Third-Party Advertising |
Timezone |
| Device | ext. darkmode |
Dark Mode Setting | A boolean value indicating if dark mode is enabled on the device, where "1" = dark mode enabled, "0" not enabled |
Integer | 1 |
iOS 7.7.0 |
Third-Party Advertising |
Creative preferences |
| Device | ext. airplane |
Airplane Mode Setting | (Android only) A boolean value indicating if airplane mode is enabled, where "1" = airplane mode enabled, "0" not enabled |
Integer | 1 | iOS 7.8 Android 7.8 |
Third-Party Advertising | Capacity to download a new app |
| Device | ext. dnd |
Do Not Disturb Setting | (Android only) A boolean value indicating if do not disturb setting is enabled, where "1" = do not disturb enabled, "0" not enabled | Integer | 1 | iOS 7.8 Android 7.8 |
Third-Party Advertising | Capacity to download a new app |