Extended Identifiers

OpenRTB user.eids for UID2, LiveRamp, and ID5

When a publisher supplies UID 2.0, LiveRamp, or ID5, CloudX forwards those values on the bid request as OpenRTB extended identifiers. Match on source. Do not look for these IDs in other user fields.

Where to read them

The objects are the same in both locations. Read the path that matches your endpoint version.

Sources and processing

UID2 (uidapi.com)

• Value: UID2 advertising token, not a raw UID2 or refresh token.
• atype: 3
• CloudX: Passes the advertising token unchanged.
• Demand partner: An authorized DSP decrypts it with a UID2 server-side bidstream integration and honors UID2 opt-outs. See the UID2 DSP guide.

LiveRamp (liveramp.com)

• Value: LiveRamp ATS envelope, not a decoded RampID. Publishers should not pass RampIDs, which start with XY or Xi.
• atype: 3
• CloudX: Passes the publisher’s envelope unchanged. CloudX does not currently run Sidecar or generate DSP-specific RampIDs.
• Demand partner: The recipient must explicitly support ATS envelopes, typically through LiveRamp Sidecar. Raw-envelope passthrough is not usable by every DSP. See LiveRamp’s envelope guide.

ID5 (id5-sync.com)

• Value: Encrypted ID5 Universal ID. CloudX omits empty values and "0".
• atype: 1
• CloudX: Passes the encrypted ID unchanged.
• Demand partner: An authorized DSP obtains decryption keys from ID5 outside RTB, then decrypts IDs locally for bidding. SSP-side decryption is optional. See the ID5 DSP guide.

Publisher hashed user ID, when set, is a separate eid. Its source is the app bundle, atype is 3, and it is not UID2, LiveRamp, or ID5.

CloudX does not add vendor extras such as rtiPartner or ID5 linkType.

Example (OpenRTB 2.6)

{
  "user": {
    "eids": [
      {
        "source": "com.example.app",
        "uids": [{ "id": "<hashed-user-id>", "atype": 3 }]
      },
      {
        "source": "uidapi.com",
        "uids": [{ "id": "<uid2-advertising-token>", "atype": 3 }]
      },
      {
        "source": "liveramp.com",
        "uids": [{ "id": "<ats-envelope>", "atype": 3 }]
      },
      {
        "source": "id5-sync.com",
        "uids": [{ "id": "<id5-universal-uid>", "atype": 1 }]
      }
    ]
  }
}

On OpenRTB 2.5, the same array is at user.ext.eids. Individual sources are omitted when the publisher did not set them.