Sending metadata

If you choose to send anonymous metadata with ad requests, ad networks can use this information (along with information that is automatically sent, such as the BlackBerry device model, BlackBerry Device Software version, and the country) to identify a target audience for an ad placement. The metadata can contain anonymous information about a device user, such as the user's age, gender, and income.

By default, the Advertising Service mediation layer supports the following metadata:

Metadata key

Acceptable values


An integer representing the user's age (for example, "27")


"male" or "female"


A valid zip code (for example, "75039") or postal code (for example, "N2L3X2")


"single", "married", or "divorced"


An integer representing the user's income (for example, "50000")


A valid latitude measured in degrees (for example, "32.0678")


A valid longitude measured in degrees (for example, "101.0890")


"caucasian", "asian", "hispanic", "african american", "native american", or "other"


Any search term that a user types in your application (due to the inconsistent source of this type of metadata, some search terms might not actually be helpful in returning more relevant ads)

In addition to that mentioned above, many of the participating ad networks support additional types of metadata. If you require support for additional types of metadata, you can send Research In Motion the set of metadata types and values that you want to use. For example, you might want to provide support for information about users' sports interests or dining preferences. After the mediation layer receives an ad request, the mediation layer sends the metadata to the ad networks in formats that the networks understand.

To enable support for different types of metadata, send an email to

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