Device ID Targeting and Blocking Requests with Missing Device IDs

Device ID Targeting allows you to control incoming traffic based on specific device identifiers using Allow or Block lists.

This functionality is available at both Source and Campaign levels, along with the Block requests with missing Device ID toggle, which helps filter requests containing missing or invalid device identifiers.

1. Device ID List Targeting

You can configure Device ID targeting at the Source and Campaign levels.

Available options:

• Allow / Block — choose whether to allow or block traffic matching the selected Device ID list. Block is selected by default.
• Select List — choose an existing Device ID list.
• Create List — create a new list through Global Lists.
• Upload from CSV — upload Device IDs directly from a CSV file.

2. Block Requests with Missing Device ID

The Block requests with missing Device ID toggle is available at both Source and Campaign levels and is disabled by default.

When enabled, the platform automatically blocks incoming requests that do not contain a valid Device ID.

How Device IDs Are Validated

The platform checks the following parameters in priority order:

1. device_id
2. idfa
3. adid

The system uses the first valid, non-empty value. If a higher-priority parameter is missing or invalid, it checks the next one.

Important: A request is blocked only when none of the three parameters contains a valid Device ID.

What Is Considered an Invalid Device ID?

The following values are treated as missing or invalid:

1. Missing or empty parameters

Examples: &device_id=, &idfa=, &adid=

2. Empty or whitespace-only values

3. Placeholder values

Examples:

replace_me, [replace_me], %5Breplace_me%5D, unknown, null, NULL, nil, none, n/a, na, undefined, test, dummy, fake

4. Unresolved macros

Examples:

{device_id}, %7Bdevice_id%7D, {{device_id}}, {{DEVICE_ID}}, [device_id], [DEVICE_ID], ${device_id}, $(device_id), %%DEVICE_ID%%

Both plain-text and URL-encoded unresolved macros are considered invalid.

3. How the Toggle Affects Traffic

When ON:

• Requests without a valid Device ID are blocked.
• The platform checks all three supported identifiers before rejecting a request.
• Device ID List targeting continues to apply to requests containing valid identifiers.

When OFF:

• Requests are not blocked solely because their Device ID is missing or invalid.
• Existing Device ID List targeting behavior remains unchanged.

Recommendation: Enable this toggle when valid device identifiers are required for your traffic quality standards, audience targeting, or demand partner requirements.