What is Server-to-Server Mobile Web Integration?

One way for users to integrate into our network is by making a server-side call that provides information directly to us. This implementation allows developers with the access to embed web objects into their application to utilize standard Web ad tags to incorporate advertisements within their applications.

What does this mean?

Simply put, with more power comes more responsibility. You choose to send us the data yourself through a call from your server to our server instead of using our SDK to pass the information. It is now your responsibility to find IDs, hash them correctly, and make sure that the data matches ours before sending it.

How does it work?

This means that you instead control the calls and what is sent. It’s a much more manual process that enables you to use standard Web ad tags instead of just implementing our code and letting it do the work for you.

How is this different than using an SDK?

A Software Development Kit (SDK) is a group of libraries that we’ve created to make it easier for users to integrate into our platform. You can compile these libraries into our application and let the SDK do the work for you, retrieving the ad and placing it into your application for you.

How is this different to Millennial Media?

With Server-to-server implementation, there are more manual steps involved. As it is with any case, adding more steps adds more potential points of failure. As we are developers at heart, we like things to be as simple and elegant as possible.

With that said, we understand that sometimes server-to-server integration is necessary.

When is server-to-server integration required?

If you would like to perform mobile web conversion tracking, then server-to-server integration is currently the only option available. For example, you would utilize mobile web conversion tracking if you want to direct a user to click on your ad and then fill out a web form.

What if I want to use a supported third party?

If you are planning to use a third party to help you with server-to-server calls, please contact us to reach a trained support professional for more information.

What does it require?

There are a few required fields:

Parameter Description
APID The Ad Placement ID value is a unique identifier provided by Millennial Media that must be provided in each request to report site metrics back to the Publisher.
AUID The Ad Unit ID is used to uniquely identify a user when he or she is requesting an ad. This is used for frequency capping and other types of reach analytics.
UA The User Agent is a string of the device browser used to determine the handset that is making the request. Millennial Media uses certain device characteristics from this data to determine the correct ad unit to serve for the request.
UIP The User’s Public IP Address allows Millennial Media to identify the country and carrier of the device.

It is critical for Server-to-Server integration that these IDs match. Please review the Ad Request for more details on each ID.

There will also be manual steps for determining and hashing IDs, and making sure that the IDs you send us will match what we have in our network.

What are the steps?

Once you have successfully set up and integrated your application or mobile site, you must initiate an Ad Request to ask for an ad from our network. The Ad Response will send back an ad that will show up in your app or mobile site.

How do I learn more about integration?

To start implementing server-to-server integration, begin with the Ad Request. For help on how to integrate correctly, please contact us to reach a trained support professional.