FreeWheel MRM’s platform now allows for the seamless integration of First-id, enabling publishers to pass valuable audience data to their chosen DSPs for enhanced targeting and campaign optimization.
How can I do that ?
💡 This feature requires specific enablement by FreeWheel before it is available. Please speak to your account if you wish to have it enabled for vour network
the first-id identifier is passed in the MRM ad request using the reserves key-value _fw_3P_UID
FreeWheel will pass on the id in the eids object in the bid request to the DSP.
💡FreeWheel will send the first-id identifier in bid requests using the extended identifiers specification for OpenRTB as documented here
the first-id identifier passed in the the reserved key-value _fw_3P_UID should be in the format “prefix:userid“. this translate as :
_fw_3P_uid=firstid:c61f9ef05a94c77d9c3bddb7ab6fb2ed,prefix2:userid2
In this case the prefix is “firstid” but FreeWheel will take care of sending the correct syntax (“first-id.fr”) in the user.ext.eids.source in the bid request, as well as in the user.ext.eids.rtipartner (FirstID)