What is Xandr?

Xandr is a digital advertising platform that enables advertisers, publishers, and media owners to buy and sell digital ad space in real-time. The platform provides advanced targeting, campaign management, and audience analytics tools to help advertisers reach relevant users and optimize performance. Xandr supports identity resolution and cookie-based user tracking for improved ad delivery and attribution.

Product Type: Advertising

Integration Type: Starter Kit & ID Sync

Capabilities

• Captures uid and uid2 identifiers via a fetch request to Xandr's identity service.
• Syncs user identifiers for targeting and personalized ad delivery.
• Adds Xandr IDs to server-side events for conversion attribution.

Considerations

• Automatically includes GDPR consent parameters when a valid IAB TCF consent string is available. Other frameworks (e.g., IAB USP for CCPA) are not currently supported.
• GDPR parameters are included only when a valid IAB TCF consent string is available, either from the TCF API or from existing storage (e.g., cookies). If no consent string is found, the request will default to gdpr=0&gdpr_consent=.

Sync Details

• IDs:
  • uid – A unique Xandr identifier used for audience targeting and ad attribution.
  • uid2 – A formatted identifier (uuid2={uid}) used for compatibility with legacy systems and partner integrations.
• Description:
  • The sync captures uid and uid2 via a GET request to https://ib.adnxs.com/getuidj, including GDPR parameters.
  • Each value is stored in first-party storage for a configurable duration.
  • Failure markers are set if the sync request fails, allowing for retry logic.
  • The identifiers are added to server-side event payloads to enhance targeting and attribution capabilities.
• Server-side Event Payload:
  Upon completion of all vendors’ syncs, the server-side events will incorporate all resolved identifiers as described above. The following object will be appended to the context.providers property within the event's JSON payload.
  JSON

  {
    "xandr": {
      "uid": "abc-123",
      "uid2": "uuid2=abc-123"
    }
  }
  

• Cookie Name:
  • Cookie: _meta_xandr_uid, _meta_xandr_uid_failure, _meta_xandr_uid2, _meta_xandr_uid2_failure
  • IndexedDB: [your storage prefix]_xandr_uid, [your storage prefix]_xandr_uid_failure, [your storage prefix]_xandr_uid2, [your storage prefix]_xandr_uid2_failure
  • For a general guide on ID Sync validation, see here.

Sync Setup Guide

1. Gather Credentials

No credentials are required to configure the Xandr sync.

2. Add a Xandr Sync in MetaRouter

To gather the uid and uid2 identifiers, you must add a Xandr sync.

1. From the Pipelines page, find the pipeline associated with the web property you’d like to add a sync to. Hover over the three dot dropdown and select “Build AJS File.”
2. In the Identity Syncs section, select the Xandr sync.
3. Fill out the following fields:
   1. Cookie Lifetime (in days) – Enter the duration to retain IDs in storage (e.g., 365).
   2. Failure Cookie Age (in days) – Enter the retry wait period for failed syncs (e.g., 1).
   3. API Timeout (in milliseconds) – Enter the maximum request duration (e.g., 5000).
4. Scroll down and click the Save and Build File button.
5. Deploy your AJS file to propagate changes to your web property.