Many of the SSP integrations that Rayn supports use the Seller Seller Defined Audiences (SDA) standard. The SDA standard, supported by Prebid, allows publishers to define audience segments using first-party data, which can be included in bid requests via the OpenRTB 2.0 (ORTB2) object within Segtax.

Segtax is a standardized taxonomy framework provided by the IAB Tech Lab, used to categorize these audience segments consistently across platforms.

Aside from the standard IAB taxonomies, Segtax also supports custom taxonomies, enabling publishers to create and use their own segment structures tailored to specific needs. Custom taxonomies are integrated into Prebid by appending custom segment IDs within the segtax field in the ORTB2 object, which DSPs can interpret and act upon.

Segtax includes reserved ID ranges specifically for custom taxonomies, ensuring that these segments remain interoperable with the broader programmatic ecosystem.

Rayn Personas are passed as a custom taxonomy registered in the segtax as Taxonomy ID 103015.

Read more about the segtax here