About
Description
CTV Device IDs are device- or publisher-specific identifiers used for measuring and targeting connected television device-based advertising. They can be platform-native (like Roku IDs, Samsung IDs, LG IDs, etc) or publisher-generated. These IDs play a crucial role in exposure measurement, deduplication, and identity matching, with usage parameters varying depending on the DSP
Unique Name
ctv_id
Type
object
Properties
type
Type of CTV Advertising ID. Platform-native values (e.g., 'tifa' for Samsung Tizen, 'rida' for Roku, 'afai' for Amazon Fire TV, 'vida' for Vizio, 'lgudid' for LG, 'atv' for Apple TV, 'msai' for Microsoft Xbox, 'dpid' for various) or publisher-generated. 'untyped_ctv_id' is the fallback when the platform is unknown.