Ad Request for Mobile Web Integrations

Please Note, this is not for In-App server to server integrations. Please contact us if you have any questions around what integration is best for you.

Use the endpoint to make a GET request to Millennial Media’s servers.

It is recommended to set a socket timeout of 500ms to safeguard in case there are any connectivity issues.

Required Variables

The key to incorporating relevant ads into your site is providing Millennial Media with key values that help identify the device, carrier and country.

Each of the parameters listed below is critical to serving ads correctly.

Parameter Description
APID The Ad Placement ID.
AUID The Unique Identifier for the device.
UA User Agent.
UIP The User’s Public IP Address.

Ad Placement ID (apid)

This value is a unique identifier provided by Millennial Media that needs to be included in every request to provide site metrics back to the Publisher. Without the Placement ID, you will not receive any ad units.

You must register your site in mMedia in order to receive an APID. When you register your site, leave the integration code page open to find your AUID.

Unique ID (auid)

This value is used to uniquely identify a user when requesting an ad. This is used for frequency capping and other types of reach analytics needed by many advertisers.

You can locate the AUID in the integration code. Query HTTP headers for the SUBNO, XID, CLIENTID, or REMOTE ADDRESS of the handset. We utilize case statements within our code to obtain the best possible value for a unique identifier of the user.

If you don’t have the integration code, obtain the AUID by reviewing the placement code in mMedia under Manage Apps.

User Agent (ua)

This value is the UA string of the device browser used to determine the handset making the request. Having the UA enables us to determine certain device characteristics in order to provide the correct ad unit for the request.

In order to determine the UA string of the device browser, we utilize the HTTP_USER_AGENT HTTP header to insert the proper UA string into the ad request.

Note: If you have an internal server in between the handset and this server, you will need to forward the proper UA string into the ad call.

Public IP Address (uip)

This value is the Public IP address of the device requesting the ad unit, and we use the UIP to identify the country and carrier of the device.

Private IP addresses on WiFi networks will NOT get identified and thus will not get served ad units.

The integration code provided in the mMedia portal extracts the Public IP address of the device by utilizing the REMOTE_ADDR HTTP header.

Note: If you have an internal server in between the handset and this server, you will need to utilize the X_FORWARDED_FOR HTTP Header in order to obtain the Public IP address of the device.



Metadata may also be passed during the ad request. To learn more, see Metadata.

For More Information

If you have any questions, please contact us to reach a trained support professional.