Bundle ID

A bundle ID is an app's identifier in its app store, such as a package name on Google Play or a numeric ID on Apple's App Store, used in bid requests to name the app.

In OpenRTB 2.6 the value goes in the bundle field of the App object, described as the store ID of the app. For Google Play it should be the package name, for example com.foo.mygame. For Apple's App Store it should be the numeric ID. For CTV app stores, the specification points to the IAB Tech Lab's 2020 guidelines on store-assigned app IDs. The same IDs fill bapp, the list of apps a request blocks, and storeurl gives the store page (IAB Tech Lab, OpenRTB 2.6, section 3.2.14).

Because buyers pay more for some apps than others, fraudsters fake bundle IDs. The MRC lists app ID spoofing among sophisticated invalid traffic. The defences are app-ads.txt, which lets a buyer check through the store listing that a seller is authorised for that app, and sellers.json with the SupplyChain object.

Example: An Android weather app sends "app": {"bundle": "com.example.weather", "storeurl": "https://play.google.com/store/apps/details?id=com.example.weather"}. Its iOS version sends a numeric bundle such as "1234567890". A DSP maps both to one publisher and checks each store listing's app-ads.txt before bidding.

Related terms: app-ads.txt, CTV, SIVT, sellers.json, SupplyChain object, OpenRTB.

Authoritative source: IAB Tech Lab, OpenRTB 2.6, section 3.2.14 "Object: App", field bundle (accessed 9 November 2026).

Read the full guide: SupplyChain object, ads.txt and sellers.json together.