Remarketing Sync

Introduction

InMobi Exchange supports Remarketing Sync, a pre-filtering and high-frequency audience ingestion mechanism designed for remarketing partners. This integration allows partners to directly share whitelisted Device IDs and can also be done for IP addresses, with the InMobi SSP, enabling deterministic targeting with guaranteed request forwarding.

By bypassing standard throttling and optimization layers, partners can ensure consistent access to inventory for their remarketing audiences.

Key Benefits

• Guaranteed Inventory Access: 100% request forwarding for whitelisted users, exempt from standard exchange throttling.
• High-Frequency Updates: Supports daily audience list refreshes to keep remarketing audiences up to date. It minimizes traffic that the DSP doesn't want, improving overall efficiency. 
• Performance Transparency: Visibility into match-rate metrics to assess audience overlap and supply health.

Traffic Shaping Models

InMobi supports two request-forwarding modes. Partners must select one model during onboarding based on their bidding strategy.

Technical Specifications

Supported Identifiers

The following identifiers are supported for remarketing sync:

• Mobile Device IDs
  • IDFA (iOS)
  • IDFV (iOS)
  • GAID (Android)

Data Delivery Requirements

Audience data is ingested via Amazon S3, ensuring secure and high-speed transfer.

• File Format
  • File Type: CSV
  • Structure: One identifier per line
  • Compression: GZIP (.gz) — mandatory
• Naming Convention: "<DSP_NAME>/<YYYY-MM-DD>.gz "
• Each file must contain your entire active audience. Any ID absent from the newest file will be automatically expired.
• Bid Response Requirements: No bid reasons to be sent in the bid responses with no valid bid – please refer to oRTB 2.5 (5.24 - No bid reason codes) & (7.1 - No bid signalling).

Onboarding & S3 Configuration

Access Provisioning

Partners must create and share read-only S3 access with the InMobi SSP. Provide the following details securely:

• Access Key ID
• Secret Access Key
• Bucket Path: eg, s3://your-bucket-name/folder/

Sync Process

Ingestion Schedule

• Frequency: Once every 24 hours
• Default Time: 03:00 AM IST

Validation & Processing

• Uploaded identifiers are validated against expected UUID formats.
• Malformed or invalid IDs are discarded and logged for quality reporting.

Continuity Handling

• If a daily file is missing, the SSP continues using the previous successful file.
• Traffic delivery remains uninterrupted.

Performance Characteristics

• Typical scale: ~200M unique devices per partner.
• Lookup latency during auctions: < 1 ms.

Success Metrics & Reporting

The SSP provides visibility into the health of your sync via the following metrics:

Match Rate = (Total matched traffic / Total IDs shared)

This is the leading indicator of supply health.

Implementation Checklist

Use the checklist below to ensure readiness before launch:

• Select Forwarding Option (Exclusive vs. Augmented).
• Provision S3 Bucket.
• Format audience list as a GZIPed CSV.
• Securely share Secret, Key, and Bucket Path with the SSP.
• Go live and review the first Match Rate report.