Adform uses 51Degrees for device detection on RTB

Adform announced this week that has extended the agreement with device detection provider 51Degrees. Adform says that “clients now benefit from the fastest and most accurate device detection improving yield through better device targeting and enhanced analytics in the programmatic environment. As server-side header bidding grows, this is even more important data for Open RTB users.”

“We extended our contract with 51Degrees to supply the mobile device database for Adform because it’s an accurate, extremely fast and scalable device detection service which fits our requirements for a low latency environment. 51Degrees powers device detection across our stack, from granular device targeting in our DSP to enhancing our mobile reporting capabilities and feeding into our SPO module,” said Jurjen de Wal, Product Director, Global Partners & Integrations.

How the device detection works

51Degrees uses fingerprints (HTTP headers including user agents) relating to 892,043 device, browser and operating system combinations to work out the type of device in less than 1 millisecond.