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)
9%
increase in CPMs from enriching advertising inventory with 51Degrees' data, in pre-release trials of our Prebid module.
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 without a full device description. We add the make and model, screen details, price band, and operating system, together with a verified 51Did, before the auction starts.
Bidders get more device detail. That extra context can increase bid density and CPMs.
"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, for adding the device data through Prebid.
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
- Add the device properties and 51Did to the OpenRTB request
- Send the enriched request to bidders
- Track bid density and CPMs after adding the data
Chef's tip. A reduced User-Agent gives bidders less device detail. Add the missing context to the request.
Use device and location data to build audiences
Group visitors by the price band and age of their devices, then add country and town from the IP address. You can target these segments without collecting behavioral data.
Who it serves. Media buyers building audiences without third-party cookies.
Pairs well with Bidstream enrichment, when you want to include these audience details in bid requests.
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 Use the device's price band to build audience segments without collecting behavioral data.
- Select devices in a premium price band.
- Add ReleaseAge to find the flagships released this year.
- Add country and town for local targeting.
- Serve premium creative to this audience, then use 51Did to cap frequency and measure the campaign.
Chef's tip. A flagship released this year and a 2019 mid-range phone can belong in different audience segments.
Choose ad creative that works on the visitor's device
Choose a version that fits the screen and uses a video format the browser can play. A lighter file can help on a slower connection, where a larger ad may stutter before the viewer reaches the end.
Who it serves. Ad ops and creative teams adapting ads for different devices.
Pairs well with The perfect stream, to match the video stream as well as the ad creative.
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 Use the browser's supported video formats to choose an ad it can play.
- Read the screen size and pixel density
- Check which video and image formats the device can decode
- Pick the creative variant to match
- Use campaign analytics to refine the creative choices for the next campaign
Chef's tip. Resizing an ad for the screen doesn't tell you whether the device can play the video.
Filter non-human traffic before you spend on it
Start with the crawler properties to identify traffic that gives its name and purpose. Use Human Confidence to decide how to handle the remaining visits before counting them as ad impressions. The network properties also let you review traffic from VPNs, proxies, and data centers.
Who it serves. Teams checking bot traffic in analytics and ad spending.
Pairs well with Spot the fake, for a closer look at the device in a 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.
- Check IsCrawler on every request
- Filter named crawlers according to their name and usage
- Use IsArtificialIntelligence to identify AI traffic
- Use HumanProbability or the HumanConfidence property to review the remaining traffic
Chef's tip. Check named crawlers first, then use Human Confidence to decide how to handle the remaining traffic.
Check the device behind a CTV bid request
A bid request may describe a smart TV even when it comes from another device. Use NativeBrand and NativeModel to check the manufacturer and model, then compare the claimed video support with HardwareVideoCodecsDecode.
Before you bid. Flag requests where the claimed device and the detected device disagree. This helps keep spend away from spoofed CTV inventory.
Who it serves. CTV publishers, SSPs, DSPs, and measurement platforms.
Pairs well with Suspicious traffic management, when you need to investigate suspicious requests. The perfect stream covers playback on genuine devices.
Integration time. One sprint, alongside your bidder.
Ingredients, 12
- IsTv
- IsMediaHub
- IsConsole
- HardwareVendor
- HardwareModel
- NativeBrand
- NativeModel
- HardwareVideoCodecsDecode
- PlatformName
- PlatformVersion
- BrowserName
- DeviceType
Hero ingredient. NativeBrand Use the detected manufacturer to check the device claimed in a CTV bid request.
- 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 the video formats it supports
- Measure and price each impression using device data
Chef's tip. Compare the claimed TV with the detected device before you spend on the impression.
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.