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Privacy and quality

Advertising identifier

Also called IFA, IDFA, GAID.

A resettable, per-device identifier for advertising, available only where the user allowed it.

On iOS it is the IDFA behind App Tracking Transparency; on Android the GAID; CTV platforms have their own. Where absent, buyers fall back to context. An ad server passes the identifier through as received and never adds one.

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Where the user allowed it, the identifier travels as received. Where not, buyers fall back to context. The ad server never adds one.
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