{"page":"/tools/dsp-rfp-template","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Item","Question","Why it matters","Red-flag answer"],"rows":[["19","Which identifiers do you support for targeting and measurement: mobile advertising IDs, CTV device IDs, publisher first-party IDs, hashed email IDs, industry IDs and the OpenRTB eids array?","OpenRTB 2.6 formalised extended identifiers and deprecated hashed device IDs (PPC Land, 29 September 2026).","Cookie-centric, no CTV or publisher ID support."],["20","Do you operate your own identity graph or license one? Define your match rate and its denominator.","A match rate without a denominator is marketing.","\"Proprietary graph; match rates are confidential.\""],["21","How do you read and enforce consent signals: IAB Europe TCF v2.3, GPP strings, Global Privacy Control?","TCF v2.3 launched April 2025 with adoption by 28 February 2026 (IAB Europe); GPP carries US state strings (IAB Tech Lab).","\"We pass through whatever we receive\" with no enforcement."],["22","Can our first-party identifiers be matched and activated without the raw IDs leaving our environment?","Clean-room matching keeps the primary data inside your perimeter.","Upload-only."],["23","What happens to addressability if an identity provider changes terms or shuts down?","Dependence on one ID is the same risk as dependence on one DSP.","No fallback described."],["24","Do you support household and cross-device frequency capping, including CTV?","Frequency is where waste hides; P&G's Pritchard named cross-media frequency capping as the next step (Beet.TV, 28 October 2024).","Per-channel caps only."]],"sourceUrls":[["https://ppc.land/openrtb/"],[],["https://iabeurope.eu/transparency-consent-framework/","https://iabtechlab.com/gpp/"],[],[],["https://www.beet.tv/2024/10/pgs-marc-pritchard-on-addressing-the-complexities-in-the-advertising-industry.html"]]}