DSP | ATOM via HyBid

What is ATOM ?

Anonymized Targeting On Mobile or ATOM, is an on-device cohort targeting and monetization technology for mobile marketers. It’s a privacy-centric approach to targeting and monetization, built for a world without IDs. It uses machine learning/computing models to process device signals and real-world context of users to predict user traits and classify them into cohorts. It uses no IDs/PIIs, and all data processing and storage happens securely within the user device.

ATOM is a small library that is integrated with an ad SDK of the app. ATOM monitors app usage patterns anonymously and enriches the ad requests with relevant cohorts at a time. The enriched ad requests can be targeted by an advertiser seamlessly, when a specific campaign includes the selected cohorts.

Why ATOM ?

ATOM enables DSPs and marketers to continue reaching the right audiences without compromising on privacy. ATOM supports your efforts to engage users and achieve your advertising goals effectively in a privacy-safe way.

For performance buyers, ATOM provides incremental signals over and above the contextual intelligence that you receive through the bidstream. While contextual signals (like app bundle id or other metadata information) point to a user’s ‘moment’ of intent in a particular point in time, it may not provide a sufficient picture of the user behavior. ATOM cohort is a combination of many such moments observed over a period of user activity that helps paint a better picture of a user’s behavior.
ATOM provides incremental cohort information (ie. groups of user profiles) that allows bidders to understand with better degree of confidence on what type of users they are seeing in the case of ID-less requests.
Match anonymous users to relevant cohorts. Further, learn which cohorts and ads drive your users. ATOM currently supports 30+ standard cohorts that are constantly updated frequently.

ATOM and GDPR

ATOM is designed to fully operate without any personal data and strictly adheres to GDPR requirements. By default, an integrated ATOM library does not require MAC-addresses, advertising IDs or any other identifier that can be used to identify the user. The data used for cohort calculations is purely executed on the device. The actual cohort data IDs that enrich bid requests are anonymous with no PII.
To update cohorts, ATOM sends anonymous app usage history to the Verve data center in EMEA. This data is aggregated across all ATOM users and does not include PII and it does not allow to fingerprint or trace back the user.

ATOM Cohorts and Taxonomy

By definition, a cohort is a group of people who have something in common. The ATOM SDK relies on the following anonymous signals to analyse and calculate on-device cohorts.

Device: Device OS, Manufacturer, Model, Timezone, Sensors.
App: Bundle ID / App ID, App starts, Session time, Dayparts.
Ad: Ad events, Clicks, Video started, Cohort affinity.

Behavior-based Cohorts

Targeting	ID	Category	Description
Tech Enthusiasts	100002	Behaviour	A group of people that are excited about technology, new gadgets and software.
Active Gamer	100003	Behaviour	A group of people that play the game of the app actively, more than 75% of the players.
Casual Gamer	100004	Behaviour	A group of people that play the game of the app casually, similarly to most other players.
Impulsive	100005	Behaviour	A group of people that use the app more often and shorter periods than an average app user.
Healthy lifestyle	100006	Behaviour	A group of people that are into a healthy lifestyle and maintain a steady sleeping rhythm.
Employed	100007	Behaviour	A group of people that are employed and uses the app mostly outside of work.
Loyalty	100009	Behaviour	A group of people that frequently use the app.
Bored people	100010	Behaviour	A group of people that have not much else to do than play the app.
Social interaction seekers	100011	Behaviour	A group of people that interact with social media activities.
Information seekers	100012	Behaviour	A group of people that actively look for news and other information throughout the day.
Sports fan	100014	Behaviour	A group of people that follow sports every day.

Demographic-based Cohorts

Targeting	ID	Category	Description
Female	100015	Demographic	Women who engage with the app.
Male	100014	Demographic	Men who engage with the app.
Age 18-24	100012	Demographic	Young adults whose app engagement is likely to mirror the vibrancy and evolving interests of this dynamic age group.
Age 24-45	100011	Demographic	Adults whose app engagement is likely to mirror the vibrancy and evolving interests of this dynamic age group.
Age 45+	100013	Demographic	Mature adult adults whose app engagement is likely to mirror the vibrancy and evolving interests of this dynamic age group.

Location-based Cohorts

Targeting	ID	Category	Description
At Home	100031	Location	Users who engage with the app from their homes.
At Work	100032	Location	Users who engage with the app at work.
Not at Home	100033	Location	Users who use the app in other settings, outside of their home environments.
Not at Work	100034	Location	Users who use the app in other settings, outside of their work environments.

Attention-based Cohorts

Targeting	ID	Category	Description
High Attention	100035	Attention	The ad consistently captures and holds the viewer’s attention.
Mid Attention	100036	Attention	The ad attracts the viewer’s attention but may not maintain it fully.
Low Attention	100037	Attention	The ad briefly draws the viewer’s attention, which fades quickly.
No Attention	100038	Attention	The ad does not capture the viewer’s attention at any point.

Definition of BidRequest Object

Field	Scope	Type
user	array of objects	Details via a User object about the human user of the device; the advertising audience.
eids	array of objects	Contains the Extended identifiers object
id	string; recommended	is the respective cohort ID as per Verve's ATOM taxonomy
source	string	Source or technology provider responsible for the set of included IDs. Expressed as a top-level domain. For example, the source for ATOM is `verve.com`.
uids	array of objects	Passes the User IDs matched from the given provider.

📘
The signal from ATOM will come from the user.ext.eids object (as defined in Definition of the User Object)

Example of Bid Request

{
  "user":{
    ...
    "ext":{
      ...,
      "eids":[
        {
          "source":"verve.com",
          "uids":[
            {
              "id":"xxxx",
              "atype":500
            }
          ]
        },
        ...,
      ]
    }
  }
}