When you sign up with a new advertising partner they will undoubtedly provide a list of parameters they would like you to pass in with your ad request. Some of these may be listed as required and some as optional. Many publishers do not heed these instructions very closely though, and it can be to their detriment causing lower fill and revenue.

Advertisers are demanding more granular targeting with their campaigns and they use the additional parameter data submitted to them to determine if they want to display an ad or not. The more data you can provide to an advertiser the greater the possibility that they will want to fill the ad request. It is to the publisher’s benefit to provide as much data as they can including parameter data listed as optional.


If an advertiser asks for a lot of parameter data it is unlikely that a publisher will be able to provide all of it, but there are certain parameters that should be passed as often as possible even if they are classified as optional. These parameters are IP address, User Agent, Device ID and Latitude/Longitude.

It is important, when passing the IP and User Agent, to make sure that the data is from the client and not from the ad server. Sending the IP and User Agent from the ad server can have a large impact on the fill rate.

The Device ID and Latitude/Longitude data may not always be available, but it should be passed whenever possible. Many advertisers classify these data points as optional, but more and more of them are starting to request it and soon it will not longer be optional. In fact, some advertisers have begun rejecting requests that do not include them.

The device ID is used to identify users so that advertisers can identify them, similar to how cookies are used on desktop and mobile web. The device ID is also used for retargeting purposes.

Latitude/Longitude is used for very granular geo-targeting and also for retargeting campaigns.

Some advertisers may still fill an ad request even if all of the required parameter data is not sent, but as the mobile advertising industry matures, more data will be expected. Publishers should prepare for this inevitability now by preparing to send as much data as they can. The additional parameter data will only help to improve their chances of greater fill and revenue.