diff --git a/modules/imdsBidAdapter.js b/modules/imdsBidAdapter.js
index 545a0bd1ac3..d6f3df94409 100644
--- a/modules/imdsBidAdapter.js
+++ b/modules/imdsBidAdapter.js
@@ -1,6 +1,6 @@
 'use strict';
 
-import {deepAccess, deepSetValue, getAdUnitSizes, isFn, isPlainObject, logWarn} from '../src/utils.js';
+import {deepAccess, deepSetValue, getAdUnitSizes, isFn, isPlainObject, logWarn, mergeDeep} from '../src/utils.js';
 import {registerBidder} from '../src/adapters/bidderFactory.js';
 import {BANNER, VIDEO} from '../src/mediaTypes.js';
 import {includes} from '../src/polyfill.js';
@@ -8,7 +8,8 @@ import {config} from '../src/config.js';
 
 const BID_SCHEME = 'https://';
 const BID_DOMAIN = 'technoratimedia.com';
-const USER_SYNC_HOST = 'https://ad-cdn.technoratimedia.com';
+const USER_SYNC_IFRAME_URL = 'https://ad-cdn.technoratimedia.com/html/usersync.html';
+const USER_SYNC_PIXEL_URL = 'https://sync.technoratimedia.com/services';
 const VIDEO_PARAMS = [ 'minduration', 'maxduration', 'startdelay', 'placement', 'linearity', 'mimes', 'protocols', 'api' ];
 const BLOCKED_AD_SIZES = [
   '1x1',
@@ -38,11 +39,11 @@ export const spec = {
       return;
     }
     const refererInfo = bidderRequest.refererInfo;
-    const openRtbBidRequest = {
+    // start with some defaults, overridden by anything set in ortb2, if provided.
+    const openRtbBidRequest = mergeDeep({
       id: bidderRequest.bidderRequestId,
       site: {
-        // TODO: does the fallback make sense here?
-        domain: refererInfo.domain || location.hostname,
+        domain: refererInfo.domain,
         page: refererInfo.page,
         ref: refererInfo.ref
       },
@@ -50,7 +51,7 @@ export const spec = {
         ua: navigator.userAgent
       },
       imp: []
-    };
+    }, bidderRequest.ortb2 || {});
 
     const tmax = bidderRequest.timeout;
     if (tmax) {
@@ -101,9 +102,17 @@ export const spec = {
       }
     });
 
-    // CCPA
-    if (bidderRequest.uspConsent) {
-      deepSetValue(openRtbBidRequest, 'regs.ext.us_privacy', bidderRequest.uspConsent);
+    // Move us_privacy from regs.ext to regs if there isn't already a us_privacy in regs
+    if (openRtbBidRequest.regs?.ext?.us_privacy && !openRtbBidRequest.regs?.us_privacy) {
+      deepSetValue(openRtbBidRequest, 'regs.us_privacy', openRtbBidRequest.regs.ext.us_privacy);
+    }
+
+    // Remove regs.ext.us_privacy
+    if (openRtbBidRequest.regs?.ext?.us_privacy) {
+      delete openRtbBidRequest.regs.ext.us_privacy;
+      if (Object.keys(openRtbBidRequest.regs.ext).length < 1) {
+        delete openRtbBidRequest.regs.ext;
+      }
     }
 
     // User ID
@@ -117,7 +126,7 @@ export const spec = {
     if (openRtbBidRequest.imp.length && seatId) {
       return {
         method: 'POST',
-        url: `${BID_SCHEME}${seatId}.${BID_DOMAIN}/openrtb/bids/${seatId}?src=$$REPO_AND_VERSION$$`,
+        url: `${BID_SCHEME}${seatId}.${BID_DOMAIN}/openrtb/bids/${seatId}?src=pbjs%2F$prebid.version$`,
         data: openRtbBidRequest,
         options: {
           contentType: 'application/json',
@@ -294,16 +303,31 @@ export const spec = {
     }
     return bids;
   },
-  getUserSyncs: function (syncOptions, serverResponses) {
+  getUserSyncs: function(syncOptions, serverResponses, gdprConsent, uspConsent, gppConsent) {
     const syncs = [];
+    const queryParams = ['src=pbjs%2F$prebid.version$'];
+    if (gdprConsent) {
+      queryParams.push(`gdpr=${Number(gdprConsent.gdprApplies && 1)}&consent=${encodeURIComponent(gdprConsent.consentString || '')}`);
+    }
+    if (uspConsent) {
+      queryParams.push('us_privacy=' + encodeURIComponent(uspConsent));
+    }
+    if (gppConsent) {
+      queryParams.push('gpp=' + encodeURIComponent(gppConsent.gppString || '') + '&gppsid=' + encodeURIComponent((gppConsent.applicableSections || []).join(',')));
+    }
+
     if (syncOptions.iframeEnabled) {
       syncs.push({
         type: 'iframe',
-        url: `${USER_SYNC_HOST}/html/usersync.html?src=$$REPO_AND_VERSION$$`
+        url: `${USER_SYNC_IFRAME_URL}?${queryParams.join('&')}`
+      });
+    } else if (syncOptions.pixelEnabled) {
+      syncs.push({
+        type: 'pixel',
+        url: `${USER_SYNC_PIXEL_URL}?srv=cs&${queryParams.join('&')}`
       });
-    } else {
-      logWarn('IMDS: Please enable iframe based user sync.');
     }
+
     return syncs;
   }
 };
diff --git a/test/spec/modules/imdsBidAdapter_spec.js b/test/spec/modules/imdsBidAdapter_spec.js
index ce04fabe02b..7d808a2528f 100644
--- a/test/spec/modules/imdsBidAdapter_spec.js
+++ b/test/spec/modules/imdsBidAdapter_spec.js
@@ -192,12 +192,45 @@ describe('imdsBidAdapter ', function () {
       timeout: 3000
     };
 
-    let bidderRequestWithCCPA = {
+    let bidderRequestWithUSPInExt = {
       bidderRequestId: 'xyz123',
       refererInfo: {
         referer: 'https://test.com/foo/bar'
       },
-      uspConsent: '1YYY'
+      ortb2: {
+        regs: {
+          ext: {
+            us_privacy: '1YYY'
+          }
+        }
+      }
+    };
+
+    let bidderRequestWithUSPInRegs = {
+      bidderRequestId: 'xyz123',
+      refererInfo: {
+        referer: 'https://test.com/foo/bar'
+      },
+      ortb2: {
+        regs: {
+          us_privacy: '1YYY'
+        }
+      }
+    };
+
+    let bidderRequestWithUSPAndOthersInExt = {
+      bidderRequestId: 'xyz123',
+      refererInfo: {
+        referer: 'https://test.com/foo/bar'
+      },
+      ortb2: {
+        regs: {
+          ext: {
+            extra: 'extra item',
+            us_privacy: '1YYY'
+          }
+        }
+      }
     };
 
     let validBidRequestWithUserIds = {
@@ -391,7 +424,7 @@ describe('imdsBidAdapter ', function () {
       let req = spec.buildRequests([badFloorBidRequest], bidderRequest);
       expect(req).to.have.property('method', 'POST');
       expect(req).to.have.property('url');
-      expect(req.url).to.contain('https://prebid.technoratimedia.com/openrtb/bids/prebid?src=$$REPO_AND_VERSION$$');
+      expect(req.url).to.contain('https://prebid.technoratimedia.com/openrtb/bids/prebid?src=pbjs%2F$prebid.version$');
       expect(req.data.id).to.equal('xyz123');
       expect(req.data.imp).to.eql([
         {
@@ -422,7 +455,7 @@ describe('imdsBidAdapter ', function () {
       let req = spec.buildRequests([badFloorBidRequest], bidderRequest);
       expect(req).to.have.property('method', 'POST');
       expect(req).to.have.property('url');
-      expect(req.url).to.contain('https://prebid.technoratimedia.com/openrtb/bids/prebid?src=$$REPO_AND_VERSION$$');
+      expect(req.url).to.contain('https://prebid.technoratimedia.com/openrtb/bids/prebid?src=pbjs%2F$prebid.version$');
       expect(req.data.id).to.equal('xyz123');
       expect(req.data.imp).to.eql([
         {
@@ -454,7 +487,7 @@ describe('imdsBidAdapter ', function () {
       let req = spec.buildRequests([newPosBidRequest], bidderRequest);
       expect(req).to.have.property('method', 'POST');
       expect(req).to.have.property('url');
-      expect(req.url).to.contain('https://prebid.technoratimedia.com/openrtb/bids/prebid?src=$$REPO_AND_VERSION$$');
+      expect(req.url).to.contain('https://prebid.technoratimedia.com/openrtb/bids/prebid?src=pbjs%2F$prebid.version$');
       expect(req.data.id).to.equal('xyz123');
       expect(req.data.imp).to.eql([
         {
@@ -485,7 +518,7 @@ describe('imdsBidAdapter ', function () {
       let req = spec.buildRequests([newPosBidRequest], bidderRequest);
       expect(req).to.have.property('method', 'POST');
       expect(req).to.have.property('url');
-      expect(req.url).to.contain('https://prebid.technoratimedia.com/openrtb/bids/prebid?src=$$REPO_AND_VERSION$$');
+      expect(req.url).to.contain('https://prebid.technoratimedia.com/openrtb/bids/prebid?src=pbjs%2F$prebid.version$');
       expect(req.data.id).to.equal('xyz123');
       expect(req.data.imp).to.eql([
         {
@@ -577,7 +610,7 @@ describe('imdsBidAdapter ', function () {
       let req = spec.buildRequests([validBidRequestVideo], bidderRequest);
       expect(req).to.have.property('method', 'POST');
       expect(req).to.have.property('url');
-      expect(req.url).to.contain('https://prebid.technoratimedia.com/openrtb/bids/prebid?src=$$REPO_AND_VERSION$$');
+      expect(req.url).to.contain('https://prebid.technoratimedia.com/openrtb/bids/prebid?src=pbjs%2F$prebid.version$');
       expect(req.data.id).to.equal('xyz123');
       expect(req.data.imp).to.eql([
         {
@@ -635,7 +668,7 @@ describe('imdsBidAdapter ', function () {
       let req = spec.buildRequests([validBidRequestVideo], bidderRequest);
       expect(req).to.have.property('method', 'POST');
       expect(req).to.have.property('url');
-      expect(req.url).to.contain('https://prebid.technoratimedia.com/openrtb/bids/prebid?src=$$REPO_AND_VERSION$$');
+      expect(req.url).to.contain('https://prebid.technoratimedia.com/openrtb/bids/prebid?src=pbjs%2F$prebid.version$');
       expect(req.data.id).to.equal('xyz123');
       expect(req.data.imp).to.eql([
         {
@@ -701,16 +734,42 @@ describe('imdsBidAdapter ', function () {
         }
       ]);
     });
-    it('should contain the CCPA privacy string when UspConsent is in bidder request', function () {
+    it('should have us_privacy string in regs instead of regs.ext bidder request', function () {
+      let req = spec.buildRequests([validBidRequest], bidderRequestWithUSPInExt);
+      expect(req).be.an('object');
+      expect(req).to.have.property('method', 'POST');
+      expect(req).to.have.property('url');
+      expect(req.url).to.contain('https://prebid.technoratimedia.com/openrtb/bids/prebid?');
+      expect(req.data).to.exist.and.to.be.an('object');
+      expect(req.data.id).to.equal('xyz123');
+      expect(req.data.regs.us_privacy).to.equal('1YYY');
+      expect(req.data.regs.ext).to.not.exist;
+      expect(req.data.imp).to.eql([expectedDataImp1]);
+    });
+    it('should accept us_privacy string in regs', function () {
+      // banner test
+      let req = spec.buildRequests([validBidRequest], bidderRequestWithUSPInRegs);
+      expect(req).be.an('object');
+      expect(req).to.have.property('method', 'POST');
+      expect(req).to.have.property('url');
+      expect(req.url).to.contain('https://prebid.technoratimedia.com/openrtb/bids/prebid?');
+      expect(req.data).to.exist.and.to.be.an('object');
+      expect(req.data.id).to.equal('xyz123');
+      expect(req.data.regs.us_privacy).to.equal('1YYY');
+      expect(req.data.regs.ext).to.not.exist;
+      expect(req.data.imp).to.eql([expectedDataImp1]);
+    });
+    it('should not remove regs.ext when moving us_privacy if there are other things in regs.ext', function () {
       // banner test
-      let req = spec.buildRequests([validBidRequest], bidderRequestWithCCPA);
+      let req = spec.buildRequests([validBidRequest], bidderRequestWithUSPAndOthersInExt);
       expect(req).be.an('object');
       expect(req).to.have.property('method', 'POST');
       expect(req).to.have.property('url');
       expect(req.url).to.contain('https://prebid.technoratimedia.com/openrtb/bids/prebid?');
       expect(req.data).to.exist.and.to.be.an('object');
       expect(req.data.id).to.equal('xyz123');
-      expect(req.data.regs.ext.us_privacy).to.equal('1YYY');
+      expect(req.data.regs.us_privacy).to.equal('1YYY');
+      expect(req.data.regs.ext.extra).to.equal('extra item');
       expect(req.data.imp).to.eql([expectedDataImp1]);
     });
     it('should contain user object when user ids are present in the bidder request', function () {
@@ -780,14 +839,14 @@ describe('imdsBidAdapter ', function () {
       let req = spec.buildRequests([validBannerBidRequest], bidderRequest);
       expect(req).to.have.property('method', 'POST');
       expect(req).to.have.property('url');
-      expect(req.url).to.contain('//prebid.technoratimedia.com/openrtb/bids/prebid?src=$$REPO_AND_VERSION$$');
+      expect(req.url).to.contain('//prebid.technoratimedia.com/openrtb/bids/prebid?src=pbjs%2F$prebid.version$');
     });
 
     it('should return valid bid request for video impression', function () {
       let req = spec.buildRequests([validVideoBidReq], bidderRequest);
       expect(req).to.have.property('method', 'POST');
       expect(req).to.have.property('url');
-      expect(req.url).to.contain('//prebid.technoratimedia.com/openrtb/bids/prebid?src=$$REPO_AND_VERSION$$');
+      expect(req.url).to.contain('//prebid.technoratimedia.com/openrtb/bids/prebid?src=pbjs%2F$prebid.version$');
     });
   });
 
@@ -887,7 +946,7 @@ describe('imdsBidAdapter ', function () {
       let req = spec.buildRequests([validBidReq], bidderRequest);
       expect(req).to.have.property('method', 'POST');
       expect(req).to.have.property('url');
-      expect(req.url).to.contain('//prebid.technoratimedia.com/openrtb/bids/prebid?src=$$REPO_AND_VERSION$$');
+      expect(req.url).to.contain('//prebid.technoratimedia.com/openrtb/bids/prebid?src=pbjs%2F$prebid.version$');
       expect(req.data).to.have.property('source');
       expect(req.data.source).to.have.property('ext');
       expect(req.data.source.ext).to.have.property('schain');
@@ -1293,20 +1352,42 @@ describe('imdsBidAdapter ', function () {
     });
   });
   describe('getUserSyncs', function () {
-    it('should return a usersync when iframes is enabled', function () {
+    it('should return an iframe usersync when iframes is enabled', function () {
       let usersyncs = spec.getUserSyncs({
         iframeEnabled: true
       }, null);
-      expect(usersyncs).to.be.an('array').that.is.not.empty;
+      expect(usersyncs).to.be.an('array').with.lengthOf(1);
       expect(usersyncs[0]).to.have.property('type', 'iframe');
       expect(usersyncs[0]).to.have.property('url');
       expect(usersyncs[0].url).to.contain('https://ad-cdn.technoratimedia.com/html/usersync.html');
     });
 
-    it('should not return a usersync when iframes are not enabled', function () {
+    it('should return a pixel usersync when pixels is enabled', function () {
       let usersyncs = spec.getUserSyncs({
         pixelEnabled: true
       }, null);
+      expect(usersyncs).to.be.an('array').with.lengthOf(1);
+      expect(usersyncs[0]).to.have.property('type', 'pixel');
+      expect(usersyncs[0]).to.have.property('url');
+      expect(usersyncs[0].url).to.contain('https://sync.technoratimedia.com/services');
+    });
+
+    it('should return an iframe usersync when both iframe and pixels is enabled', function () {
+      let usersyncs = spec.getUserSyncs({
+        iframeEnabled: true,
+        pixelEnabled: true
+      }, null);
+      expect(usersyncs).to.be.an('array').with.lengthOf(1);
+      expect(usersyncs[0]).to.have.property('type', 'iframe');
+      expect(usersyncs[0]).to.have.property('url');
+      expect(usersyncs[0].url).to.contain('https://ad-cdn.technoratimedia.com/html/usersync.html');
+    });
+
+    it('should not return a usersync when neither iframes nor pixel are enabled', function () {
+      let usersyncs = spec.getUserSyncs({
+        iframeEnabled: false,
+        pixelEnabled: false
+      }, null);
       expect(usersyncs).to.be.an('array').that.is.empty;
     });
   });