AdTech

In a programmatic market that hinges on data-driven decisions, better data means better decisions. Simple, right? And when yours is faster, deeper, more accurate, and more reliable than the rest, it's also your competitive advantage.

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Precise contextual targeting. Want to sell edible umbrellas to rain-drenched, urban, Android mobile users with cash to splash during their lunch breaks? It's never been easier, with pin-sharp targeting based on device type, price, OS, location, and much more. Fill those data gaps in the OpenRTB process.
Optimizing creative. Better than responsive web design, our real-time device intelligence lets you deliver creative that's perfectly formed for each device. Then our analytics help you optimize future designs.
Greater viewability. What use is killer creative if nobody sees it? Exchange auctions happen quickly, and with over 22 million detections per second, we get your targeted ads seen on screen, faster.
Enhance Prebid. Add accurate device data, such as model, OS, and screen characteristics, to the bid requests from Prebid.js or Prebid Server. Publishers earn more, and advertisers get a better return on advertising spend (ROAS).
Play in the first-party world. In a world where third parties are being demonized, going first-party solves a host of problems and future-proofs your business. Make the switch with 51Degrees.
Bot combat. Ad fraud is a continual challenge… for companies that don't use 51Degrees. Our device intelligence smells non-human traffic from a mile away and stops it wreaking havoc on your analytics, budgets, and creative decisions.

“51Degrees’ Device Detection solution enriched our existing data and gave us access to more granular segments than we could previously tap into. These segments allow us to adjust and make our bidding activity more effective for our clients.”

Ofir Pasternak

Persona.ly

See how we're helping businesses like yours

6 ways AdTech uses the superpowers

Bidstream enrichment

Richer device data in every OpenRTB auction

Most bid requests arrive with the device half described. Client Hints froze the User-Agent, and a reduced User-Agent tells a bidder less every year. We put the make, model, screen, price band, and operating system back, with a verified 51Did, before the auction starts.

What changes. Bidders pay for what they can see, so bid density and CPMs rise.

"device": {
  "devicetype": 4,
  "make": "Samsung",
  "model": "Galaxy S25",
  "os": "Android",
  "osv": "15",
  "w": 1080,
  "h": 2340
}

Who it serves. Publishers, SSPs, DSPs, and exchanges enriching the bidstream.

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Pairs well with Prebid bidstream enrichment, to turn richer bid requests into smarter header bidding.

For engineersRecipe no. 1

Integration time. One sprint in your bid path.

Ingredients, 17

Device Detection

HardwareVendor
HardwareModel
DeviceType
PlatformName
PlatformVersion
PlatformVendor
BrowserName
BrowserVersion
NativeBrand
NativeModel
ScreenPixelsWidth
ScreenPixelsHeight
PixelRatio
PriceBand
ThirdPartyCookiesEnabled

Bots and Humans

HumanConfidence

Identifiers

51Did

Hero ingredient. HumanConfidence Make sure your ads are only viewed by humans.

Deploy the 51Degrees Pipeline API in your bid path
Fold the device properties and 51Did into the OpenRTB request
Serve to bidders while hot
Watch bid density and CPMs rise

Chef's tip. Client Hints froze the User-Agent. We didn't freeze with it.

Create a Resource Key Start free, then pick a plan

Audience segmentation

High-value audiences, no cookies required

The device in someone's hand says whether they're a premium, mid-market, or budget buyer, and the network says where they are. Segment by price band, device age, and technology adoption, then add the country and town from the IP address. There's no behavioral data to collect or defend.

Who it serves. Media buyers targeting premium users after the third-party cookie.

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Pairs well with Bidstream enrichment, to turn enriched bid requests into premium audience targeting.

For engineersRecipe no. 2

Integration time. One afternoon with the Pipeline API.

Ingredients, 12

Device Detection

PriceBand
ReleaseAge
ReleaseYear
HardwareRank
HardwareVendor
DeviceType
BrowserName
PlatformName

IP Intelligence

Country
Town

Bots and Humans

HumanConfidence

Identifiers

51Did

Hero ingredient. PriceBand It separates premium, mid-market, and budget consumers without needing any behavioral data.

Reduce your traffic down to devices in a premium price band.
Add ReleaseAge to find the flagships released this year.
Season with country and town for market-level targeting.
Serve premium creative to people who actually buy premium. Cap and measure with 51Did.

Chef's tip. Someone on a brand-new flagship and someone on a 2019 mid-ranger are not the same audience. Stop bidding like they are.

Create a Resource Key Start free, then pick a plan

Creative fit

The right asset for every screen, decided at serve time

Screen size, pixel density, and the video codecs the browser decodes decide whether a creative plays or stutters. Pick the format each device can show and the lightest file that fits the connection, and the ad gets watched to the end.

Who it serves. Ad ops and creative teams tired of one-size-fits-none.

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Pairs well with The perfect stream, to deliver the right creative and the right stream, every time.

For engineersRecipe no. 3

Integration time. One sprint, alongside your ad server.

Ingredients, 12

Device Detection

ScreenInchesDiagonal
ScreenPixelsWidth
PixelRatio
BrowserVideoCodecsDecode
Html5Video
WebP
BrowserName
IsMobile
IsTablet
IsTv

IP Intelligence

ConnectionType

Bots and Humans

HumanConfidence

Hero ingredient. BrowserVideoCodecsDecode Direct commercial impact: better engagement and less wasted bandwidth.

Measure the exact screen size and pixel density
Check which video and image formats the device can actually decode
Pick the creative variant to match
Garnish with analytics and refine the next campaign

Chef's tip. Responsive design stretches one creative to fit all. This recipe cooks the right one in the first place.

Create a Resource Key Start free, then pick a plan

Suspicious traffic management

Sieve the non-humans out before they cost you money

Declared crawlers, AI agents driving real browsers, and traffic from hosting centers all look like impressions until you check. The crawler properties name the bots that announce themselves. HumanConfidence scores the rest in one word, and the network properties flag the VPNs, proxies, and data centers behind them.

Who it serves. Anyone whose analytics or ad spend leaks to bots.

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Pairs well with Spot the fake, to verify the device behind every suspicious request.

For engineersRecipe no. 4

Integration time. 30 minutes in any Pipeline API integration.

Ingredients, 10

Bots and Humans

IsCrawler
CrawlerName
CrawlerUsage
CrawlerProductTokens
IsArtificialIntelligence
HumanConfidence

IP Intelligence

IsVPN
IsProxy
IsHosted
HumanProbability

Hero ingredient. HumanConfidence Make sure your ads are only viewed by humans.

Pass every request through IsCrawler
Strain out the declared crawlers by name and usage
Add IsArtificialIntelligence to catch the new wave of AI scrapers and agents
Score whatever is left with HumanProbability, or let HumanConfidence run all the checks for you

Chef's tip. The bots got smarter. So did we.

Create a Resource Key Start free, then pick a plan

CTV unmasked

Know which screen is really behind the bid request

A bid request claims a smart TV and says what it can decode. NativeBrand and NativeModel name the manufacturer and model really behind it, and the chipset says what it truly decodes.

What changes. When the claim and the detection disagree, the inventory isn't what it says it is. Spoofed CTV inventory is flagged before you bid on it, and the budget stays with the screens that exist.

Who it serves. CTV publishers, SSPs, DSPs, and measurement platforms.

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Pairs well with Suspicious traffic management, to stop fake CTV traffic, and with The perfect stream to optimize every genuine one.

For engineersRecipe no. 11

Integration time. One sprint, alongside your bidder.

Ingredients, 12

Device Detection

IsTv
IsMediaHub
IsConsole
HardwareVendor
HardwareModel
NativeBrand
NativeModel
HardwareVideoCodecsDecode
PlatformName
PlatformVersion
BrowserName
DeviceType

Hero ingredient. NativeBrand The actual manufacturer of the device, not what the bid request claims. Immediate value against CTV spoofing.

Separate the TVs from the sticks, boxes, and consoles
Pass the real vendor and model into the CTV bid request
Cross-check the claimed device against what it can actually decode
Measure and price by device, not by IP

Chef's tip. Fake CTV traffic never watches television. It just bills like it does.

Create a Resource Key Start free, then pick a plan

Prebid bidstream enrichment

Device intelligence in your header bidding: one module, every adapter fed

Our real-time data (RTD) module fills the device object and adds the 51Did as an EID on every request. Your adapters don't change.

pbjs.setConfig({
  realTimeData: {
    auctionDelay: 250,
    dataProviders: [{
      name: '51Degrees',
      waitForIt: true,
      params: { resourceKey: 'YOUR_RESOURCE_KEY' }
    }]
  }
});

Who it serves. Publishers, SSPs, and anyone running Prebid.js.

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Pairs well with Bidstream enrichment, to bring enriched bid requests to life with the 51Degrees Prebid RTD module.

For engineersRecipe no. 12

Integration time. 20 minutes, one config block.

Ingredients, 15

Device Detection