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Tizen ID for Advertising

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TIFA

What is TIFA?

TIFA stands for Tizen Identifier For Advertising. It is an Advertising Identifier introduced by Samsung Ads specifically for advertising purposes on Samsung Smart TVs.
TIFA (Tizen Identifier For Advertising) was announced at CES in January, 2019.

When will TIFA be available?

TIFA is available on all 2019, 2018, 2017,2016 Smart TVs being rolled out in the market starting March 2019.
The target for rolling out TIFA on 2015 Smart TVs by end of 2019.

Can Users Reset TIFA?

Yes, Samsung Smart TV users have the option to reset the advertising identifier on their Smart TVs. If a PSID (Personalized Service Identifier) reset is performed, a new PSID will be generated and assigned to their TV. Additionally, when the user resets the PSID, the TIFA for the TV is also reset.
Note: Reset PSID will reset the advertising identifier that is, TIFA. We’re also working towards simplifying settings menu options for Smart TV users, and in a future release this may change from Reset PSID to Reset Advertising ID.

Can Advertisers Reset TIFA for a TV?

No, only the Samsung Smart TV user can reset TIFA for a TV.

What are the key Privacy Safeguards offered by TIFA? Reset TIFA for a TV?

  • TIFA supports Limit Ad Tracking.

  • It can be reset by the user anytime by resetting the PSID, or by performing a factory reset of the Samsung Smart TV, both options available within the TV's menu.

  • TIFA is for advertising purposes only, with no connection to any PII (Personally Identifiable Information) or DUID (Device Unique Identifier)

Why did Samsung Ads introduce TIFA?

TIFA was introduced on the Samsung Smart TV Tizen platform to -

  1. Comply with the latest IAB guidelines* around increasing privacy for Smart TV users, in line with the mobile industry. For increased security, TIFA will be a hashed PSID.
  1. Simplify TV identifiers on Samsung Smart TVs.

  2. Provide Samsung Smart TV users an option to opt-out of personalized ads and tracking. Users who opt-out will still see ads, but they will not be personalized.

  3. Address publisher’s growing needs for advertising within the Samsung Smart TV ecosystem.

What is Limit Ad Tracking?

Limit Ad Tracking (also known as LAT) is a feature which allows users to opt-out of personalization or IBA (Interest Based Advertisements). When this setting is enabled, the user will no longer receive targeted advertisements.

How can Advertisers access TIFA and Limit Ad Tracking?

Samsung Ads has provided two APIs to developers that allow access to TIFA and LAT. The two APIs are:

Method Description
GetTIFA() Retrieves the Tizen ID For Advertising
IsLATenabled() Retrieves the IBA Opt in value
Important

If the LAT = 1, in other words, if the Smart TV user has opted out of IBA, then personalized or Interest Based Ads cannot be sent in the ad response.

Note

To follow guideline,  Please contain 3 parameters in any ad request - TIFA, lmt, ifa_type.
You can get TIFA and lmt from above 2 APIs. Also you can set the parameter "ifa_type" with "tifa".

  1. e.g.)https://adserver.example.com/adrequest?Ifa=00000000-34sd-gfss-sd54-12345678abcd&ifa_type=tifa&lmt=1
  • App Privileges for TIFA
    Tizen and Samsung TV APIs that handle platform and user-sensitive data require privileges that must be declared within the application xml before the APIs can be used. Please see more details in TIFA API reference page

Technical API documentation : TIFA

For detailed technical documentation on TIFA, take a look at the
TIFA API reference page

Best Practices

Use Case

An advertiser who wants to check the effectiveness of an Ad Campaign. Specifically, the advertiser wants to check how many apps were launched after the release of the Ad Campaign.
Samsung Ads will place ad on Smart TV and track using TIFA.

  • Samsung Ads will provide aggregated reports for attribution.
    The example data will be, how many Smart TVs were shown the campaign and how many app launches were made on the TVs who saw the campaign.