About user syncing

User syncing is the process of matching the identifiers of a single user stored by two entities. In programmatic advertising, SSPs and DSPs sync their user Ids to make users “known” across all systems. Equativ, acting as a SSP, does user syncing with demand partners to allow for improved targeting by advertisers. This increases revenues for publishers since advertisers are willing to pay higher CPMs for users they “know”. Some partners even reject bid requests from unknown users.

Automatic user syncing

By default, Equativ syncs user Ids with its partners automatically and continuously in case of the following integration types:

• integrations with Equativ’s library smart.js — full stack integrations using both ad serving and programmatic capabilities; see Set up and manage unified auction and Set up and manage unified auction (managed) 
• Video plugin integrations
• Prebid.js integrations, where Equativ acts as a bidder
• Server-side header bidding (SSB) integrations; only if the auction is actually won; can be disabled on demand for individual callers

Note: In case of in-app integrations using Equativ’s In-app Display SDK / In-app In-stream SDK, user synching is not required; in these environments, device-specific Ids are used instead.

Standalone user sync module 

User syncing is not done by default in case of the integration types below, but can be implemented using Equativ’s standalone user sync module described below:

• server-side integrations using Equativ’s Ad API 
• integrations with standalone VAST ad calls 

Technically, the standalone user sync module leverages the exact same component that is used in case of automatic user syncing. The standalone user sync module is available at:  

 //csync-global.smartadserver.com/<nwid>/CookieSync.html

Note: Make sure you replace <nwid> by the Id of your network at Equativ.  The module contains 3 main scripts:

• CookieSync.min.js — handles the synchronization process
• TemplatePool.min.js — contains the pool of DSPs to sync with and their configuration
• cmp.js —  handles the TCF consent to ensure GDPR compliance (see section “GDPR compliance” below)

The standalone user sync module can be implemented on the web page using any regular iframe: 

<iframe src="https://csync-global.smartadserver.com/<nwid>/CookieSync.html" style="position: absolute; width:0; height:0; border:0;"></iframe> 

Reminder: Replace <nwid> by the Id of your network at Equativ.

GDPR compliance

The cmp.js script contained in the standalone user sync module automatically retrieves GDPR information from the page, i. e.  if the GDPR applies (request originating from EU or not) and the actual consent information. Alternatively, this information can also be provided as URL parameters when calling the module.

Read more about GDPR compliance in Comply with Global Privacy Platform (GPP).