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Pass the full (non-truncated) IP in bid requests – Publisher approach

We ask publishers, and the supply-side platforms (SSPs) that send bid requests on their behalf, to pass the complete, unmasked IP address of the device associated with the ad opportunity.

We ask publishers, and the supply-side platforms (SSPs) that send bid requests on their behalf, to pass the complete, unmasked IP address of the device associated with the ad opportunity. Complete IP addresses help Commerce Grid and demand partners make more accurate traffic-quality, location, and frequency-management decisions across app, web, and CTV inventory. This page explains what to send, how to implement it, and why it matters.

Why Publishers Should Care

Send the complete IP address of the device watching the content in every CTV, App or Web bid request.

  • Field- Use device.ip for IPv4 and device.ipv6 for IPv6. If the device has both addresses available, send both.

  • Complete address- Do not mask the last IPv4 octet, shorten the IPv6 address, or hash either address.

  • The viewer’s IP, not yours- Send the IP address of the device associated with the ad opportunity, not the IP address of your stitching server, content delivery network (CDN), proxy, or other intermediary.

  • Consent respected- An IP address may be personal data under applicable privacy laws. Send it only where you have the required legal basis, and pass the applicable consent signals unchanged, including regs.gdpr, user.consent, or the Global Privacy Platform (GPP) string, where relevant to your integration. For child-directed traffic, follow the IP-handling requirements that apply to your market and setup.

  • Coverage- The goal is for every bid request to carry a valid, non-truncated IP address. Yield Advisor measures this as the share of bid requests that meet the requirement.

Implementing non-truncated IP

The steps below apply to server-side integrations using OpenRTB. For other integration types, follow the guide for your setup.

  1. Find where the IP is set. Locate the code or ad-server setting that fills device.ip and device.ipv6 in the outgoing bid request.

  2. Switch off masking. Remove any rule at the CDN, load balancer, ad server or SSP that zeroes the last octet or cuts the IPv6 prefix before the request is sent.

  3. Forward the viewer's IP. Behind a proxy or load balancer, read the original client address from the forwarded header (for example X-Forwarded-For), not the proxy's own address. For server-side ad insertion, pass the player's IP into the ad request.

  4. Populate both fields. Fill device.ip and device.ipv6 with the complete addresses, as in the example below.

  5. Check a live request. Log or capture one outgoing CTV bid request and confirm the addresses are complete and belong to the viewer.

  6. Confirm the signal is flowing. After deploying, wait 24 hours and check the Yield Advisor dashboard. Progress updates daily; same-day changes do not show. If coverage has not improved after 48 hours, re-check live requests and contact your Commerce Grid support team.

Example of a CTV bid request with full IPs :

"device": { "devicetype": 3, "ip": "192.0.2.145", "ipv6": "2001:db8:85a3:0000:0000:8a2e:0370:7334" }

Why it matters, for Commerce Grid and for demand partners

A truncated IP can make multiple connections appear to share the same address. This can make checks that rely on the IP address less precise.

Use

With the full IP

With a truncated IP

Who relies on it

Use

With the full IP

With a truncated IP

Who relies on it

Invalid-traffic (IVT) detection

IP reputation scoring, rate limiting, and data-center detection can operate with a more precise address signal.

Different connections may appear alike, which can increase the risk of missed signals or incorrect filtering.

Commerce Grid and demand partners

Geo targeting

The address can support more precise location signals, including postal-code-level location where the relevant data is available.

Location may be limited to a broader city or regional level.

Demand partners and Commerce Grid

Frequency capping

The signal can support more accurate frequency management where IP address is used as an input.

Multiple devices or connections may appear to share one address, which can affect frequency decisions.

Demand partners and Commerce Grid

For Commerce Grid: Complete IP addresses support more precise invalid-traffic checks, geo signals, and frequency management. This can help protect the quality of the supply path and reduce false positives.

For demand partners: Complete IP addresses provide a more complete signal when evaluating traffic quality, location, and exposure.

For the publisher: Complete IP addresses may help prevent valid impressions from being incorrectly filtered and help inventory meet buyer quality and verification requirements.

After deployment, verify an outgoing bid request and monitor the relevant Yield Advisor metric. If coverage does not improve after the next daily update, review your integration again and contact your Commerce Grid support team if needed.


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