AdTech
Using a combination of world-class Device Detection and IP Intelligence, 51Degrees offers AdTech businesses tools and data that can enrich advertising impressions and drive enhanced performance.
From advertising IDs and Invalid Traffic (IVT) filtering through to location and device data that can add value to traffic, our products make digital advertising work better.
Talk to usOur customers
We work with DSPs, SSPs, DMPs, and their clients to add value to advertising inventory. Whether you're an SSP looking to enrich your publishers' inventory with identifiers or location and device data or an SSP looking to filter out non-human traffic or validate device data, our services enhance the value and performance of digital advertising.
Our products
51Degrees offers a range of data and tools that can be used by AdTech businesses to drive better advertising performance.
- Device Detection. As well as providing vital functional insights into users' devices in order to facilitate optimized ad delivery and viewability, 51Degrees' Device Detection can enhance advertising traffic with data such as device type, price, and age to help identify high-value audiences. Whether it's targeting premium products at high-value device owners or validating that a CTV user is what they say they are, Device Detection adds value to advertising impressions.
- IP Intelligence. Our intelligent and nuanced IP tools help you deliver trusted and reliable location targeting, enabling you to deliver ad messaging where it's most effective and, as importantly, to avoid targeting errors that cause consumer confusion.
- 51Did. 51Degrees' advertising identifier 51Did offers a stable advertising ID that can optionally operate cross-domain and across the supply chain. Contractually covered by the groundbreaking Model Terms for Marketing (MTM), it's non-personal data and decentralized.
- Human Confidence. Human Confidence enables you to quickly and efficiently identify and filter non-human traffic. Rather than relying on an impossible, binary definition of Invalid Traffic, Human Confidence gives traffic a High, Medium, or Low confidence, enabling customers to make their own decisions on how to handle different traffic types.
All of 51Degrees' tools are designed to integrate directly into OpenRTB and Prebid, enabling the easy enrichment of advertising traffic.
“51Degrees offers the best accuracy and performance. It was the obvious choice.”
Mario Witte
Team Internet AG (Tonic)
Nearly 5%
of advertising impressions labeled as CTV were not from a TV device, according to 51Degrees' analysis, meaning that advertisers are overspending by close to $2 billion each year.
6 ways AdTech uses the superpowers
Richer device data in every OpenRTB auction
Most bid requests arrive with the device half described. Client Hints froze the User-Agent, and a reduced User-Agent tells a bidder less every year. We put the make, model, screen, price band, and operating system back, with a verified 51Did, before the auction starts.
What changes. Bidders pay for what they can see, so bid density and CPMs rise.
"device": {
"devicetype": 4,
"make": "Samsung",
"model": "Galaxy S25",
"os": "Android",
"osv": "15",
"w": 1080,
"h": 2340
}
Who it serves. Publishers, SSPs, DSPs, and exchanges enriching the bidstream.
Pairs well with Prebid bidstream enrichment, to turn richer bid requests into smarter header bidding.
Integration time. One sprint in your bid path.
Ingredients, 17
- HardwareVendor
- HardwareModel
- DeviceType
- PlatformName
- PlatformVersion
- PlatformVendor
- BrowserName
- BrowserVersion
- NativeBrand
- NativeModel
- ScreenPixelsWidth
- ScreenPixelsHeight
- PixelRatio
- PriceBand
- ThirdPartyCookiesEnabled
- HumanConfidence
- 51Did
Hero ingredient. HumanConfidence Know how likely it is that a person will see your ad.
- Deploy the 51Degrees Pipeline API in your bid path
- Fold the device properties and 51Did into the OpenRTB request
- Serve to bidders while hot
- Watch bid density and CPMs rise
Chef's tip. Client Hints froze the User-Agent. We didn't freeze with it.
High-value audiences, no cookies required
The device in someone's hand says whether they're a premium, mid-market, or budget buyer, and the network says where they are. Segment by price band, device age, and technology adoption, then add the country and town from the IP address. There's no behavioral data to collect or defend.
Who it serves. Media buyers targeting premium users after the third-party cookie.
Pairs well with Bidstream enrichment, to turn enriched bid requests into premium audience targeting.
Integration time. One afternoon with the Pipeline API.
Ingredients, 12
- PriceBand
- ReleaseAge
- ReleaseYear
- HardwareRank
- HardwareVendor
- DeviceType
- BrowserName
- PlatformName
- Country
- Town
- HumanConfidence
- 51Did
Hero ingredient. PriceBand It separates premium, mid-market, and budget consumers without needing any behavioral data.
- Reduce your traffic down to devices in a premium price band.
- Add ReleaseAge to find the flagships released this year.
- Season with country and town for market-level targeting.
- Serve premium creative to people who actually buy premium. Cap and measure with 51Did.
Chef's tip. Someone on a brand-new flagship and someone on a 2019 mid-ranger are not the same audience. Stop bidding like they are.
The right asset for every screen, decided at serve time
Screen size, pixel density, and the video codecs the browser decodes decide whether a creative plays or stutters. Pick the format each device can show and the lightest file that fits the connection, and the ad gets watched to the end.
Who it serves. Ad ops and creative teams tired of one-size-fits-none.
Pairs well with The perfect stream, to deliver the right creative and the right stream, every time.
Integration time. One sprint, alongside your ad server.
Ingredients, 12
- ScreenInchesDiagonal
- ScreenPixelsWidth
- PixelRatio
- BrowserVideoCodecsDecode
- Html5Video
- WebP
- BrowserName
- IsMobile
- IsTablet
- IsTv
- ConnectionType
- HumanConfidence
Hero ingredient. BrowserVideoCodecsDecode Direct commercial impact: better engagement and less wasted bandwidth.
- Measure the exact screen size and pixel density
- Check which video and image formats the device can actually decode
- Pick the creative variant to match
- Garnish with analytics and refine the next campaign
Chef's tip. Responsive design stretches one creative to fit all. This recipe cooks the right one in the first place.
Sieve the non-humans out before they cost you money
Declared crawlers, AI agents driving real browsers, and traffic from hosting centers all look like impressions until you check. The crawler properties name the bots that announce themselves. HumanConfidence scores the rest in one word, and the network properties flag the VPNs, proxies, and data centers behind them.
Who it serves. Anyone whose analytics or ad spend leaks to bots.
Pairs well with Spot the fake, to verify the device behind every suspicious request.
Integration time. 30 minutes in any Pipeline API integration.
Ingredients, 10
- IsCrawler
- CrawlerName
- CrawlerUsage
- CrawlerProductTokens
- IsArtificialIntelligence
- HumanConfidence
- IsVPN
- IsProxy
- IsHosted
- HumanProbability
Hero ingredient. HumanConfidence Know how likely it is that a person will see your ad.
- Pass every request through IsCrawler
- Strain out the declared crawlers by name and usage
- Add IsArtificialIntelligence to catch the new wave of AI scrapers and agents
- Score whatever is left with HumanProbability, or let HumanConfidence run all the checks for you
Chef's tip. The bots got smarter. So did we.
Know which screen is really behind the bid request
A bid request claims a smart TV and says what it can decode. NativeBrand and NativeModel name the manufacturer and model really behind it, and the chipset says what it truly decodes.
What changes. When the claim and the detection disagree, the inventory isn't what it says it is. Spoofed CTV inventory is flagged before you bid on it, and the budget stays with the screens that exist.
Who it serves. CTV publishers, SSPs, DSPs, and measurement platforms.
Pairs well with Suspicious traffic management, to stop fake CTV traffic, and with The perfect stream to optimize every genuine one.
Integration time. One sprint, alongside your bidder.
Ingredients, 12
- IsTv
- IsMediaHub
- IsConsole
- HardwareVendor
- HardwareModel
- NativeBrand
- NativeModel
- HardwareVideoCodecsDecode
- PlatformName
- PlatformVersion
- BrowserName
- DeviceType
Hero ingredient. NativeBrand The actual manufacturer of the device, not what the bid request claims. Immediate value against CTV spoofing.
- Separate the TVs from the sticks, boxes, and consoles
- Pass the real vendor and model into the CTV bid request
- Cross-check the claimed device against what it can actually decode
- Measure and price by device, not by IP
Chef's tip. Fake CTV traffic never watches television. It just bills like it does.
Device intelligence in your header bidding: one module, every adapter fed
Our real-time data (RTD) module fills the device object and adds the 51Did as an EID on every request. Your adapters don't change.
pbjs.setConfig({
realTimeData: {
auctionDelay: 250,
dataProviders: [{
name: '51Degrees',
waitForIt: true,
params: { resourceKey: 'YOUR_RESOURCE_KEY' }
}]
}
});
Who it serves. Publishers, SSPs, and anyone running Prebid.js.
Pairs well with Bidstream enrichment, to bring enriched bid requests to life with the 51Degrees Prebid RTD module.
Integration time. 20 minutes, one config block.
Ingredients, 15
- DeviceType
- HardwareVendor
- HardwareModel
- PlatformName
- PlatformVersion
- BrowserName
- BrowserVersion
- ScreenPixelsWidth
- ScreenPixelsHeight
- PixelRatio
- PriceBand
- ReleaseAge
- HardwareRank
- HumanConfidence
- 51Did
Hero ingredient. 51Did A cryptographic identifier with verifiable contextual validation.
- Include the 51Degrees RTD submodule in your Prebid.js build.
- Add it to your realTimeData config with your Resource Key.
- The properties flow into ortb2.device for every bid adapter automatically.
- Serve. Higher CPMs, zero adapter changes.
Chef's tip. One pot. Every bidder eats.
Pick the one closest to your business challenge
The story is for you and the recipe for your engineers, with the properties they need and a link to create their Resource Key.