User.data

Audience data about the user, as an array of Data objects, each from one data provider and holding that provider's segments. Present since OpenRTB 2.0.

Currentobject arrayOptionalSince 2.0

Field facts

Path: user.data
Object: User
Type: object array
Requirement: Optional
Added: OpenRTB 2.0
Spec section: 3.2.20

How it is used

Exchanges and their data partners use it for interest, intent, or demographic segments. Each provider's IDs and segment meanings must be published to buyers in advance; without that, a segment ID is unreadable. Publisher first-party audiences built on the IAB Audience Taxonomy also travel here, with the taxonomy named in Data.ext.

Example

Where the field sits in a payload, with everything else left out:

{
  "id": "req-1",
  "user": {
    "data": [
      {
        "id": "dp-17",
        "name": "dataprovider.example",
        "segment": [
          {
            "id": "aud-1042"
          },
          {
            "id": "aud-2210"
          }
        ]
      }
    ]
  }
}

Common mistakes

Sending a single object instead of an array. data is always an array, even with one provider.

Version history

Added in OpenRTB 2.0, and present in the latest snapshot. The table shows how each version's spec text types the field.

Versions	Type in the spec	Required	Deprecated
2.0 to 2.2	array of objects	No	No
2.3 to 2.3.1	object array	No	No
2.4	object array	No	No
2.5 to 2.6-202606	object array	No	No

Versioned rules that name this field

openrtb.2.0.user.data OpenRTB 2.0 expanded support for third-party audience data segments.

Related fields

Other User fields

For a walkthrough of the whole object, read User identity and EIDs.