openrtb.2.0.device.ifa

What it means

OpenRTB 2.0 introduced device.ifa, which openRTB 2.0 added mobile device ID support for attribution and audience handling..

Why it matters

device.ifa is only defined from 2.0 onward. Used against an earlier version it is not valid, and a consumer below 2.0 treats it as an unknown field.

How to fix it

Target OpenRTB 2.0 or later when you send device.ifa, and make sure the value matches the type and any enum the specification defines for it.

Paste your bid request into the tester and select OpenRTB 2.0 to see whether this rule fires against your payload.

Reference

• Specification section: Release highlights
• Source: IAB Tech Lab OpenRTB standards page

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