User ID Module

Overview

The User ID module supports multiple ways of establishing pseudonymous IDs for users, which is an important way of increasing the value of header bidding. Instead of having several exchanges sync IDs with dozens of demand sources, a publisher can choose to integrate with any of a number of ID schemes.

How It Works

  1. The publisher determines which user ID modules to add to their Prebid.js package and consults with their legal counsel to determine the appropriate user disclosures.
  2. The publisher builds Prebid.js by specifying one or more ID sub-modules they would like to include. e.g. “gulp build –modules=____IdSystem”. You also need to add the userId module to your Prebid.js distribution.
  3. The page defines User ID configuration in pbjs.setConfig()
  4. When setConfig() is called, and if the user has consented to storing IDs locally, the module is invoked to call the URL if needed
    1. If the relevant local storage is present, the module doesn’t call the URL and instead parses the scheme-dependent format, injecting the resulting ID into bidRequest.userId.
  5. An object containing one or more IDs (bidRequest.userId) is made available to Prebid.js adapters and Prebid Server S2S adapters.
  6. In addition to bidRequest.userId, bidRequest.userIdAsEids is made available to Prebid.js adapters and Prebid Server S2S adapters. bidRequest.userIdAsEids has userIds in ORTB EIDS format.

Note that User IDs aren’t needed in the mobile app world because device ID is available in those ad serving scenarios.

Also note that not all bidder adapters support all forms of user ID. See the tables below for a list of which bidders support which ID schemes.

As of Prebid 4.0, this module will attempt storage in the main domain of the publisher’s website instead of a subdomain, unless this behavior is overriden by a submodule.

User ID, GDPR, Permissions, and Opt-Out

When paired with the Consent Management module, privacy rules are enforced:

  • The module checks the GDPR consent string
  • If no consent string is available OR if the user has not consented to Purpose 1 (local storage):
    • Calls to an external user ID vendor are not made.
    • Nothing is stored to cookies or HTML5 local storage.

In addition, individual users may opt-out of receiving cookies and HTML5 local storage by setting these values:

  • _pbjs_id_optout cookie or HTML5 local storage. The value can be anything – if it exists, the user is considered opted out and no userId modules will fire.
  • _pubcid_optout cookie or HTML5 local storage. This is for backwards compatibility with the original PubCommonID module. Likewise, the value can be anything.

Publisher First Party Opt-Out

Without third-party cookies, mechanisms like the NAI don’t work, so some publishers may want to implement a first party opt-out so their users aren’t tagged with first party cookies containing IDs.

Publishers that want to do this should design their workflow and then set _pbjs_id_optout cookie or HTML5 local storage. For instance:

  • read from an in-page javascript variable and set _pbjs_id_optout to any value.
  • call an in-page function and use the results to create a _pbjs_id_optout cookie with any value.

Basic Configuration

By including this module and one or more of the sub-modules, a number of new options become available in setConfig(), all of them under the userSync object as attributes of the userIds array of sub-objects. The table below has the options that are common across ID systems. See the sections below for specific configuration needed by each system and examples.

Param under userSync.userIds[] Scope Type Description Example
name Required String May be: "admixerId", "britepoolId", "criteo", "fabrickId", "haloId", "id5id", identityLink, "idx", "intentIqId", "liveIntentId", "lotamePanoramaId", "merkleId", "netId", "novatiqId", "parrableId", "quantcastId", "pubCommonId", "pubProvidedId", "sharedId", "tapadId", "unifiedId","uid2", "verizonMediaId", "zeotapIdPlus", "mwOpenLinkId" "unifiedId"
params Based on User ID sub-module Object    
bidders Optional Array of Strings An array of bidder codes to which this user ID may be sent. ['bidderA', 'bidderB']
storage Optional Object The publisher can specify some kind of local storage in which to store the results of the call to get the user ID. This can be either cookie or HTML5 storage. This is not needed when value is specified or the ID system is managing its own storage  
storage.type Required String Must be either "cookie" or "html5". This is where the results of the user ID will be stored. "cookie"
storage.name Required String The name of the cookie or html5 local storage where the user ID will be stored. "_unifiedId"
storage.expires Strongly Recommended Integer How long (in days) the user ID information will be stored. If this parameter isn’t specified, session cookies are used in cookie-mode, and local storage mode will create new IDs on every page. 365
storage.refreshInSeconds Optional Integer The amount of time (in seconds) the user ID should be cached in storage before calling the provider again to retrieve a potentially updated value for their user ID. If set, this value should equate to a time period less than the number of days defined in storage.expires. By default the ID will not be refreshed until it expires.  
value Optional Object Used only if the page has a separate mechanism for storing a User ID. The value is an object containing the values to be sent to the adapters. {"tdid": "1111", "pubcid": {2222}, "IDP": "IDP-2233", "id5id": {"uid": "ID5-12345"}}

User ID Sub-Modules

Permissions

Publishers can control which user ids are shared with the bid adapters they choose to work with by using the bidders array. The bidders array is part of the User id module config, publisher may choose to send an id to some bidders but not all, the default behavior is that each user id go to all bid adapters the publisher is working with.

Use the optional bidders parameter to define an array of bidder codes to which this user ID may be sent.

In this example the SharedID sub adapter is only allowed to be sent to the Rubicon adapter.

userIds: [
  {
    name: "sharedId",
    bidders: [
      'rubicon'
    ],
    params: {
      syncTime: 60,      // in seconds
      defaultis24hours
    },
    storage: {
      type: "cookie",
      name: "sharedid",
      expires: 28        // in days
    }
  }
]

The Rubicon bid adapter would then receive

{
  "bidder": "rubicon",
  ...
  "userId": {
    "sharedid": {
      "id": "01*******",
      "third": "01E*******"
    }
  },
  "userIdAsEids": [
    {
      "source": "sharedid.org",
      "uids": [
        {
          "id": "01**********",
          "atype": 1,
          "ext": {
            "third": "01***********"
          }
        }
      ]
    }
  ],
  ...
}

AdmixerID

Admixer ID, provided by [Admixer] (https://admixer.com/), is a universal ID solution that doesn’t rely on 3rd party cookies and helps publishers and advertisers to recognize users across various browsers and environments. Our sub adapter takes deterministic signals like email and phone as input and returns an anonymous id that unlocks access to a wide range of Admixer’s demand sources, amplifying audience segmentation, targeting and measurement.

The Admixer privacy policy is at https://admixer.com/privacy/

Add Admixer ID module to your Prebid.js package with:

gulp build –modules=admixerIdSystem

AdmixerID Configuration

Param under userSync.userIds[] Scope Type Description Example
name Required String "admixerId" "admixerId"
params Required Object Details for admixer initialization.  
params.pid Required String id provided by admixer “458frgde-djd7-3ert-gyhu-12fghy76dnmko”
params.e Optional String The hashed email address of a user. We can accept the hashes, which use the following hashing algorithms: md5, sha1, sha256. “3d400b57e069c993babea0bd9efa79e5dc698e16c042686569faae20391fd7ea”
params.p Optional String The hashed phone number of a user. We can accept the hashes, which use the following hashing algorithms: md5, sha1, sha256. “05de6c07eb3ea4bce45adca4e0182e771d80fbb99e12401416ca84ddf94c3eb9”

AdmixerID Examples

1) Individual params may be set for the Admixer ID Submodule.

   pbjs.setConfig({
       userSync: {
           userIds: [{
               name: "admixerId",
               storage: {
                   name: "admixerId",
                   type: "cookie",
                   expires: 30
               },
               params: {
                   pid: "4D393FAC-B6BB-4E19-8396-0A4813607316", // example id
                   e: "3d400b57e069c993babea0bd9efa79e5dc698e16c042686569faae20391fd7ea", // example hashed email (sha256)
                   p: "05de6c07eb3ea4bce45adca4e0182e771d80fbb99e12401416ca84ddf94c3eb9" //example hashed phone (sha256)
               }
           }],
           syncDelay: 3000 // 3 seconds after the first auction
       }
   });

BritePool

The BritePool ID is a persistent identifier that enables identity resolution for people-based marketing in the cookieless world. Every BritePool ID is associated with a real identity. As a result, publishers, SSPs and DSPs that integrate with BritePool, or automated integration partners (such as PubMatic), are able to maximize revenues without cookies. As addressable individuals visit publisher websites and mobile apps, the BritePool IDs associated with these identities are passed into the bidstream; enabling advertisers to transact against these BritePool ID’s and publishers to maximize the revenues associated with their inventory and audience. The BritePool ID combines consumer privacy with easy, rapid integration for publishers and does not significantly increase the computing resources required of DSPs and SSPs.

Add it to your Prebid.js package with:

gulp build –modules=britepoolIdSystem

BritePool Registration

Please reach out to prebid@britepool.com and request your api_key.

The BritePool privacy policy is at https://britepool.com/services-privacy-notice/.

BritePool Configuration

Param under userSync.userIds[] Scope Type Description Example
name Required String "britepoolId" "britepoolId"
params Required Object Details for britepool initialization.  
params.api_key Required String BritePool API Key provided by BritePool “458frgde-djd7-3ert-gyhu-12fghy76dnmko”
params.url Optional String BritePool API url “https://sandbox-api.britepool.com/v1/britepool/id”
params.identifier Required String Where identifier in the params object is the key name. At least one identifier is required. Available Identifiers aaid dtid idfa ilid luid mmid msid mwid rida ssid hash params.ssid params.aaid

BritePool Examples

1) Individual params may be set for the BritePool User ID Submodule. At least one identifier must be set in the params.

   pbjs.setConfig({
       userSync: {
           userIds: [{
               name: "britepoolId",
               storage: {
                   name: "britepoolid",
                   type: "cookie",
                   expires: 30
               },
               params: {
                   url: "https://sandbox-api.britepool.com/v1/britepool/id", // optional. used for testing
                   api_key: "xxx", // provided by britepool
                   hash: "yyyy", // example identifier
                   ssid: "r894hvfnviurfincdejkencjcv" // example identifier
               }
           }],
           syncDelay: 3000 // 3 seconds after the first auction
       }
   });

Criteo ID for Exchanges

Criteo is the leading advertising platform for the Open Internet. The Criteo ID for Exchanges module enables publishers to access Criteo’s unique demand - more than 20.000 advertisers & brands - to monetize their exchange inventory with an optimal take rate across all browsing environments. Note that direct access to that demand is also available through Criteo Direct Bidder, in which case this module is unnecessary.

The Criteo privacy policy is at https://www.criteo.com/privacy/.

Add it to your Prebid.js package with:

gulp build –modules=criteoIdSystem

Criteo ID Configuration

The Criteo ID module does not require any configuration parameters. It should work as-is provided that bidders use it in their adapters. When calling Criteo RTB, partners should forward this id in the field user.ext.prebid_criteoid.

NOTE: For optimal performance, the Criteo Id module should be called at every opportunity. It embeds its own optimal caching mechanism. It’s best not to use params.storage with this module as it may only lower the performances. If you are using multiple id systems, however, you may use it for the other id systems that supports it.

Criteo ID Example

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "criteo",
        }]
    }
});

Deepintent DPES ID by Deepintent

The DeepIntent Healthcare Marketing Platform is the first and only DSP that combines real-world health data, premium partnerships, and custom integrations to reach patients and providers across any device. DeepIntent empowers publishers to maximize their inventory, collaborate and transact directly with advertisers, and grow their business in a safe, controlled, transparent, and privacy-compliant way. Our publisher partners sell inventory on every channel via real-time bidding or conducting one-to-one trading with hundreds of the country’s leading healthcare brands and agencies.

DeepIntent’s DPES ID is a shared user identifier built for healthcare marketers and publishers integrated within DeepIntent’s Healthcare Marketplace. The DPES ID lets users protect and manage their privacy throughout the advertising value chain. User data written and associated with the DPES ID is not stored on DeepIntent’s servers. Instead, this data is stored in a decentralized way on a user’s browser. Users can still opt out of the ads by navigating to https://option.deepintent.com/adchoices

Deepintent DPES ID Registration

DPES ID is free to use and requires a simple registration with DeepIntent. Please reach out to DeepIntent’s Publisher Development team at prebid@deepintent.com to learn more and get started. Once a publisher registers with DeepIntent’s platform, DeepIntent will provide a simple code snippet to be integrated with the publisher’s website. This code snippet will capture and store information per the publisher’s end user agreement. The DPES User ID module uses the DPES ID by passing it within the DeepIntent Prebid adapter.

Deepintent DPES ID Configuration

Param under userSync.userIds[] Scope Type Description Example
name Required String The name of this module: "deepintentId" "deepintentId"
storage Required Object Storage settings for how the User Id module will cache the Deepintent ID locally  
storage.type Required String This is where the results of the user ID will be stored. Deepintent"html5" or "cookie". "html5"
storage.name Optional String The name of the local storage where the user ID will be stored. Deepintent "_dpes_id"
storage.expires Optional Integer How long (in days) the user ID information will be stored. Deepintent recommends 90. 90

Deepintent DPES ID Examples

1) Publisher stores the hashed identity from healthcare identity in cookie

pbjs.setConfig({
  userSync: {
    userIds: [{
      name: 'deepintentId',
      storage: {
        type: 'cookie',           // "html5" is the required storage type option is "html5"
        name: '_dpes_id',            
        expires: 90             // storage lasts for 90 days, optional if storage type is html5
      }
    }],
    auctionDelay: 50             // 50ms maximum auction delay, applies to all userId modules
  }
});

2) Publisher stores the hashed identity from healthcare identity in localstorage

pbjs.setConfig({
  userSync: {
    userIds: [{
      name: 'deepintentId',
      storage: {
        type: 'html5'           // "html5" is the required storage type option is "html5"
        name: '_dpes_id'
      }
    }],
    auctionDelay: 50             // 50ms maximum auction delay, applies to all userId modules
  }
});

Fabrick ID by Neustar

Neustar Fabrick™ is a unified identity ecosystem that powers connections between brands, publishers, and consumers to accelerate marketing performance across online and offline channels.

Add it to your Prebid.js package with:

gulp build –modules=fabrickIdSystem

Fabrick Registration

Please reach out to FabrickIntegrations@team.neustar to request your apiKey.

Fabrick Configuration

Param under userSync.userIds[] Scope Type Description Example
name Required String The name of this module. "fabrickId"
params Required Object Container of all module params.  
params.apiKey Required String This is your apiKey as provided by Neustar.  
params.e   String This is a hashed email address used to link a user to their Fabrick ID.  
params.p   String This is a hashed phone number used to link a user to their Fabrick ID.  
params.i4   String This is an IPv4 address used to link a user to their Fabrick ID.  
params.i6   String This is an IPv6 address used to link a user to their Fabrick ID.  
params.m   String This is a mobile advertising ID (IDFA/AAID) used to link a user to their Fabrick ID.  
params.ia   String This is an identifier for advertising (IFA) used to link a user to their Fabrick ID.  
params.iv   String This is an identifier for vendors (IFV) used to link a user to their Fabrick ID.  

Fabrick Examples

1) Publisher passes an apiKey and hashed email address and elects to store the Fabrick ID envelope in a cookie.

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: 'fabrickId',
            params: {
                apiKey: '123456789', // provided to you by Neustar
                e: '31c5543c1734d25c7206f5fd591525d0295bec6fe84ff82f946a34fe970a1e66' // example hashed email address (sha256)
            },
            storage: {
                name: 'pbjs_fabrickId',
                type: 'cookie',
                expires: 7
            }
        }]
    }
});

2) Publisher passes an apiKey and hashed email address and elects to store the fabrickId envelope in HTML5 localStorage.

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: 'fabrickId',
            params: {
                apiKey: '123456789', // provided to you by Neustar
                e: '31c5543c1734d25c7206f5fd591525d0295bec6fe84ff82f946a34fe970a1e66' // example hashed email address (sha256)
            },
            storage: {
                type: "html5",
                name: "pbjs_fabrickId",
                expires: 7
            }
        }]
    }
});

Halo ID from Audigent

Audigent is a next-generation data management platform and a first-of-a-kind “data agency” containing some of the most exclusive content-consuming audiences across desktop, mobile and social platforms. Our HaloId module allows for user id resolution and Audigent user data segmentation to be retrieved for users across the web. For assistance setting up your module please contact us at prebid@audigent.com.

HaloId Configuration

Add the Halo ID system to your Prebid.js package with:

gulp build –modules=userId,haloIdSystem

Add HaloId to the userSync configuration.

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: 'haloId',
            storage: {
                name: 'haloId',
                type: 'html5'
            }
        }]
    }
});

The request.userId.haloId will contain the Audigent HaloId and associated segments:

{
  "haloId": "user-halo-id",
  "auSeg": ["segment1", "segment2"]
}

ID+

ID+, powered by zeotap, enables the marketing ecosystem to overcome challenges posed by the demise of identifiers and a fast-changing regulatory landscape. ID+ is an open invitation to the entire industry to build the future of identity together.

This sub-module enables the user’s ID+ to be available in the bid request.

More information on ID+ can be found here: https://idplus.io/

Add it to your Prebid.js package with:

gulp build –modules=zeotapIdPlusIdSystem

ID+ Registration

You can set up your ID+ account by contacting our support team at support.idplus@zeotap.com or via https://idplus.io/contact-us and we will get back to you.

ID+ is covered under zeotap privacy policy: Zeotap Privacy Policy.

ID+ Example

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "zeotapIdPlus"
        }]
    }
});

ID5 Universal ID

The ID5 Universal ID is a shared, neutral identifier that publishers and ad tech platforms can use to recognise users even in environments where 3rd party cookies are not available. The ID5 Universal ID is designed to respect users’ privacy choices and publishers’ preferences throughout the advertising value chain. For more information about the ID5 Universal ID and detailed integration docs, please visit our documentation. We also recommend that you sign up for our release notes to stay up-to-date with any changes to the implementation of the ID5 Universal ID in Prebid.

ID5 Universal ID Registration

The ID5 Universal ID is free to use, but requires a simple registration with ID5. Please visit id5.io/universal-id to sign up and request your ID5 Partner Number to get started.

The ID5 privacy policy is at https://www.id5.io/platform-privacy-policy.

ID5 Universal ID Configuration

First, make sure to add the ID5 submodule to your Prebid.js package with:

gulp build –modules=id5IdSystem,userId

The following configuration parameters are available:

Param under userSync.userIds[] Scope Type Description Example
name Required String The name of this module: "id5Id" "id5Id"
params Required Object Details for the ID5 Universal ID.  
params.partner Required Number This is the ID5 Partner Number obtained from registering with ID5. 173
params.pd Optional String Publisher-supplied data used for linking ID5 IDs across domains. See our documentation for details on generating the string. Omit the parameter or leave as an empty string if no data to supply "MT1iNTBjY..."
params.abTesting Optional Object Allows publishers to easily run an A/B Test. If enabled and the user is in the Control Group, the ID5 ID will NOT be exposed to bid adapters for that request Disabled by default
params.abTesting.enabled Optional Boolean Set this to true to turn on this feature true or false
params.abTesting.controlGroupPct Optional Number Must be a number between 0.0 and 1.0 (inclusive) and is used to determine the percentage of requests that fall into the control group (and thus not exposing the ID5 ID). For example, a value of 0.20 will result in 20% of requests without an ID5 ID and 80% with an ID. 0.1

NOTE: The ID5 Universal ID that is delivered to Prebid will be encrypted by ID5 with a rotating key to avoid unauthorized usage and to enforce privacy requirements. Therefore, we strongly recommend setting storage.refreshInSeconds to 8 hours (8*3600 seconds) to ensure all demand partners receive an ID that has been encrypted with the latest key, has up-to-date privacy signals, and allows them to transact against it.

A Note on A/B Testing

Publishers may want to test the value of the ID5 ID with their downstream partners. While there are various ways to do this, A/B testing is a standard approach. Instead of publishers manually enabling or disabling the ID5 User ID Module based on their control group settings (which leads to fewer calls to ID5, reducing our ability to recognize the user), we have baked this in to our module directly.

To turn on A/B Testing, simply edit the configuration (see above table) to enable it and set what percentage of users you would like to set for the control group. The control group is the set of user where an ID5 ID will not be exposed in to bid adapters or in the various user id functions available on the pbjs global. An additional value of ext.abTestingControlGroup will be set to true or false that can be used to inform reporting systems that the user was in the control group or not. It’s important to note that the control group is user based, and not request based. In other words, from one page view to another, a user will always be in or out of the control group.

ID5 Universal ID Examples

ATTENTION: As of Prebid.js v4.14.0, ID5 requires storage.type to be "html5" and storage.name to be "id5id". Using other values will display a warning today, but in an upcoming release, it will prevent the ID5 module from loading. This change is to ensure the ID5 module in Prebid.js interoperates properly with the ID5 API and to reduce the size of publishers’ first-party cookies that are sent to their web servers. If you have any questions, please reach out to us at prebid@id5.io.

Publisher wants to retrieve the ID5 Universal ID through Prebid.js

pbjs.setConfig({
  userSync: {
    userIds: [{
      name: 'id5Id',
      params: {
        partner: 173,            // change to the Partner Number you received from ID5
        pd: 'MT1iNTBjY...',      // optional, see table below for a link to how to generate this
        abTesting: {             // optional
          enabled: true,         // false by default
          controlGroupPct: 0.1   // valid values are 0.0 - 1.0 (inclusive)
        }
      },
      storage: {
        type: 'html5',           // "html5" is the required storage type
        name: 'id5id',           // "id5id" is the required storage name
        expires: 90,             // storage lasts for 90 days
        refreshInSeconds: 8*3600 // refresh ID every 8 hours to ensure it's fresh
      }
    }],
    auctionDelay: 50             // 50ms maximum auction delay, applies to all userId modules
  }
});

IdentityLink, provided by LiveRamp is a single person-based identifier which allows marketers, platforms and publishers to perform personalized segmentation, targeting and measurement use cases that require a consistent, cross-channel view of the user in anonymous spaces.

Add it to your Prebid.js package with:

gulp build –modules=identityLinkIdSystem

Please reach out to prebid@liveramp.com and request your placementId.

The IdentityLink privacy policy is at https://liveramp.com/privacy/service-privacy-policy/.

Param under userSync.userIds[] Scope Type Description Example
name Required String "identityLink" "identityLink"
params Required for Id Link Object Details for identityLink initialization.  
params.pid This parameter is required for IdentityLink String This is the placementId, value needed for obtaining user’s IdentityLink envelope  
params.notUse3P This parameter is not required for IdentityLink Boolean Property for choosing should 3P Liveramp envelope endpoint be fired or not, in order to get IdentityLink envelope  

1) Publisher passes a placement ID and elects to store the IdentityLink envelope in a cookie.

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "identityLink",
            params: {
                pid: '999',             // Set your real identityLink placement ID here
                // notUse3P: true/false    // If you do not want to use 3P endpoint to retrieve the envelope. If you do not set this property to true, 3P endpoint will be fired. By default this property is undefined and 3P request will be fired.
            },
            storage: {
                type: "cookie",
                name: "idl_env",       // create a cookie with this name
                expires: 30            // cookie can last for 30 days
            }
        }],
        syncDelay: 3000              // 3 seconds after the first auction
    }
});

2) Publisher passes a placement ID and elects to store the IdentityLink envelope in HTML5 localStorage.

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "identityLink",
            params: {
                pid: '999',          // Set your real identityLink placement ID here
                // notUse3P: true/false    // If you do not want to use 3P endpoint to retrieve the envelope. If you do not set this property to true, 3P endpoint will be fired. By default this property is undefined and 3P request will be fired.
            },
            storage: {
                type: "html5",
                name: "idl_env",    // set localstorage with this name
                expires: 30
            }
        }],
        syncDelay: 3000
    }
});

IDx

IDx, a universal ID solution provided by Retargetly, is the evolution of digital identifiers for the Latin American region. Through a proprietary identity graph, it allows publishers, advertisers, and ad tech platforms to recognize users across domains and devices even where third party cookies aren’t available.

The IDx platform is designed with privacy at its core and allows for nearly every conceivable digital use case including but not limited to audience targeting, retargeting, frequency management, personalization, and total reach reporting.

Add it to your Prebid.js package with:

gulp build –modules=idxIdSystem

IDx Registration

If you are a publisher or an advertiser, then IDx is free to use but requires a simple registration process. To do this, please send an email to idx-partners@retargetly.com to request your IDx Partner ID.

We may ask for some basic information from you before approving your request. For more information on IDx, please visit retargetly.com/idx.

IDx Configuration

Param under userSync.userIds[] Scope Type Description Example
name Required String "idx" "idx"

IDx Example

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "idx"
        }]
    }
});

Intent IQ ID

Intent IQ’s universal ID with its unparalleled coverage of over 80% of ad inventory, protects publishers’ ability to rely on advertising as their main revenue source while preserving user privacy in a third party cookieless world.

The universal ID is an Intent IQ generated alphanumeric characters ID representing a person. This ID is not matched with personal information and remains anonymous to Intent IQ.

Intent IQ universal ID enables partners - publishers, SSPs, DSPs, DMPs and advertisers to support, in a privacy-friendly way, and on a person level, core elements of the advertising business model -

  • Targeting across sites and devices
  • Frequency capping
  • Attribution measurement across sites and devices

Intent IQ’s universal ID works across IP addresses and user-agent changes.

Intent IQ’s universal ID truly stands out in the coverage and accuracy it provides. Intent IQ’s universal ID covers over 80% of ad inventory with 90% accuracy. By contrast, third-party cookies offer 56% coverage and log-in solutions offer coverage of less than 20%.

Add it to your Prebid.js package with:

gulp build –modules=intentIqIdSystem

Intent IQ ID Registration

You can set up Intent IQ ID by contacting our operations team at [Intent IQ Contact Us] (https://www.intentiq.com/contact-us) and getting your partner id.

The Intent IQ ID privacy is covered under the Intent IQ Privacy Policy.

Intent IQ ID Configuration

Param under userSync.userIds[] Scope Type Description Example
name Required String "intentIqId" "intentIqId"
params Required for IntentIqId Object Details for IntentIqId initialization.  
params.partner Required String This is the partner ID value obtained from registering with IntentIQ. "1177538"
params.pcid Optional String This is the partner cookie ID, it is a dynamic value attached to the request. "g3hC52b"
params.pai Optional String This is the partner customer ID / advertiser ID, it is a dynamic value attached to the request. "advertiser1"

NOTE: The Intent IQ ID is encrypted with a key that changes every several hours. Demand partners utilize the latest key to decrypt the ID and use it. Therefore, to enable demand partners have an ID they can use, we highly recommend calling Intent IQ every 4 hours by setting storage.refreshInSeconds to 4 hours (4*3600 seconds)

Intent IQ ID Examples

1) Publisher has a partner ID from Intent IQ and cookies.

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "intentIqId",
            params: {
                partner: 123456             // valid partner id
            },
            storage: {
                type: "cookie",
                name: "intentIqId",         // create a cookie with this name
                expires: 60,                // cookie can last for 60 days
                refreshInSeconds: 4*3600    // refresh ID every 4 hours to ensure it's fresh
}
        }],
        syncDelay: 3000              // 3 seconds after the first auction
    }
});

2) Publisher supports Intent IQ and HTML5 local storage.

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "intentIqId",
            params: {
                partner: 123456			    // valid partner id
            },
            storage: {
                type: "html5",
                name: "intentIqId",         // set localstorage with this name
                expires: 60,
                refreshInSeconds: 4*3600    // refresh ID every 4 hours to ensure it's fresh
            }
        }],
        syncDelay: 3000
    }
});

3) Publisher supports IntentIQ and HTML5 local storage with extra dynamic params such as ‘pcid’ and ‘pai’.

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "intentIqId",
            params: {
                partner: 123456     // valid partner id
                pcid: PCID_VARIABLE   // string value, dynamically loaded into a variable before setting the configuration
                pai: PAI_VARIABLE   // string value, dynamically loaded into a variable before setting the configuration
            },
            storage: {
                type: "html5",
                name: "intentIqId",    // set localstorage with this name
                expires: 60
            }
        }],
        syncDelay: 3000
    }
});

LiveIntent nonID

LiveIntent offers audience resolution by leveraging our next-generation identity solutions. The LiveIntent identity graph is built around a people-based set of data that is authenticated daily through active engagements with email newsletters and media across the web. The LiveIntent nonID is a user identifier tied to an active, encrypted email in our graph and functions in cookie-challenged environments and browsers.

There are two ways to build your Prebid.js package to include the LiveIntent nonID:

  • The standard version which allows publishers to include the module with full functionalities, like hashing email addresses and identity resolution
  • The minimal version, which allows publishers to deploy a smaller bundle with minimal features, including identity resolution.

Add the full LiveIntent Identity module to your Prebid.js package with:

gulp build –modules=userId,liveIntentIdSystem

Add the minimal LiveIntent Identity module to your Prebid.js package with:

LiveConnectMode=minimal gulp build –modules=liveIntentIdSystem

The request.userId.lipb object would look like:

{
  "lipbid": "T7JiRRvsRAmh88",
  "segments": ["999"]
}

The adapters can be implemented to use the lipbid as the identifier and segments to which that identifier is associated with. To enable identity resolution for a specific publisher, LiveIntent builds a model on the backend with data collected via an additional call issued on each page load.

LiveIntent ID Registration

Please register with us if you’re not already a LiveIntent customer: https://www.liveintent.com/prebid-registration/

LiveIntent’s privacy policies for the services rendered can be found at https://www.liveintent.com/services-privacy-policy/

How does LiveIntent ID work

The LiveIntent ID sub-module resolves the identity of audiences by connecting impression opportunities to a stable identifier - the nonID. In order to provide resolution one or more first-party cookies are used to create a stable identifier.

How does LiveIntent ID sub-module decide, which first-party cookies to use:

  1. By default LiveIntent ID sub-module generates its own first-party identifier on the publisher’s domain. Publishers have the option to disable the cookie generation when configuring the LiveIntent ID sub-module.
  2. A publisher can also define in the configuration which additional first-party cookies should be used. These can be used in a combination with the LiveIntent first-party cookie.

The LiveIntent ID sub-module sends the defined identifiers to the identity graph, which processes them and creates a nonID. The parameters being sent are described here

For the identity resolution the LiveIntent ID sub-module makes a request to LiveIntent’s identity resolution API, which returns a nonID and the audience segment(s) a user belongs to. The nonID and the segment ID are then exposed by the Prebid User ID Module to Prebid adapters to be sent out in a bid request. An SSP can then make the impression opportunity available to any buyers targeting the segment.

The first-party cookie generation and identity resolution functionality is provided by the LiveConnect JS library, included within the LiveIntent ID sub-module. LiveIntent has created a shared library that is open source, available at https://www.npmjs.com/package/live-connect-js.

The LiveIntent ID sub-module follows the standard Prebid.js initialization based on the GDPR consumer opt-out choices. With regard to CCPA, the LiveConnect JS receives a us_privacy string from the Prebid US Privacy Consent Management Module and respects opt-outs.

LiveIntent ID configuration

Param under userSync.userIds[] Scope Type Description Example
name Required String The name of this module. 'liveIntentId'
params Required Object Container of all module params.  
params.publisherId Optional String The unique identifier for each publisher (for existing LiveIntent customers) '12432415'
params.ajaxTimeout Optional Number This configuration parameter defines the maximum duration of a call to the IdentityResolution endpoint. By default, 1000 milliseconds. 1000
params.partner Optional String The name of the partner whose data will be returned in the response. 'prebid'
params.identifiersToResolve Optional Array[String] Used to send additional identifiers in the request for LiveIntent to resolve against the LiveIntent ID. ['my-id']
params.emailHash Optional String The hashed email address of a user. We can accept the hashes, which use the following hashing algorithms: md5, sha1, sha2. 1a79a4d60de6718e8e5b326e338ae533
params.url Optional String Use this to change the default endpoint URL if you can call the LiveIntent Identity Exchange within your own domain. 'https://idx.my-domain.com'
params.liCollectConfig Optional Object Container of all collector params.  
params.liCollectConfig.fpiStorageStrategy Optional String This parameter defines whether the first party identifiers that LiveConnect creates and updates are stored in a cookie jar, or in local storage. If nothing is set, default behaviour would be cookie. Allowed values: [cookie, ls, none] 'cookie'
params.liCollectConfig.fpiExpirationDays Optional Number The expiration time of an identifier created and updated by LiveConnect.By default, 730 days. 729
params.liCollectConfig.collectorUrl Optional String The parameter defines where the signal pixels are pointing to. The params and paths will be defined subsequently. If the parameter is not set, LiveConnect will by default emit the signal towards https://rp.liadm.com. 'https://rp.liadm.com'
params.liCollectConfig.appId Optional String LiveIntent’s media business entity application id. 'a-0012'
storage Required Object This object defines where and for how long the results of the call to get a user ID will be stored.  
storage.type Required String This parameter defines where the resolved user ID will be stored (either 'cookie' or 'html5' localstorage). 'cookie'
storage.name Required String The name of the cookie or html5 localstorage where the resolved user ID will be stored. 'pbjs_li_nonid'
storage.expires Recommended Integer How long (in days) the user ID information will be stored. The recommended value is 1 1

LiveIntent ID examples

  1. To receive the LiveIntent ID, the setup looks like this.
    pbjs.setConfig({
     userSync: {
         userIds: [{
             name: "liveIntentId",
             params: {
               publisherId: "9896876"
             },
             storage: {
             type: “cookie”,
             name: “pbjs_li_nonid”,    //create a cookie with this name
             expires: 1                // cookie is stored for 1 day
             }
         }]
     }
    })
    
  2. If you are passing additional identifiers that you want to resolve to the LiveIntent ID, add those under the identifiersToResolve array in the configuration parameters.
    pbjs.setConfig({
     userSync: {
         userIds: [{
             name: "liveIntentId",
             params: {
               publisherId: "9896876",
               identifiersToResolve: ["my-own-cookie"]
             },
             storage: {
             type: “cookie”,
             name: “pbjs_li_nonid”,    //create a cookie with this name
             expires: 1                // cookie is stored for 1 day
             }
         }]
     }
    })
    
  3. If all the supported configuration params are passed, then the setup looks like this.
    pbjs.setConfig({
     userSync: {
         userIds: [{
             name: "liveIntentId",
             params: {
               publisherId: "9896876",
               identifiersToResolve: ["my-own-cookie"],
               url: "https://publisher.liveintent.com/idex",
               partner: "prebid",
               ajaxTimeout: 1000,
               liCollectConfig: {
                 fpiStorageStrategy: "cookie",
                 fpiExpirationDays: 730,
                 collectorUrl: "https://rp.liadm.com",
                 appId: "a-0012"
               }
             },
             storage: {
             type: “cookie”,
             name: “pbjs_li_nonid”,    //create a cookie with this name
             expires: 1                // cookie is stored for 1 day
             }
         }]
     }
    })
    

Lotame Panorama ID

Lotame Panorama is a suite of data-enrichment solutions for digital advertising that empowers marketers, agencies, publishers and media companies to transform consumer personas into addressable audiences. At the heart of Lotame Panorama is the Panorama ID, a people-based identifier powered by deterministic and probabilistic data, available across the cookie-challenged web and all browsers.

The Lotame privacy policy is at https://www.lotame.com/about-lotame/privacy/.

Add it to your Prebid.js package with:

gulp build –modules=lotamePanoramaIdSystem

Lotame Panorama ID Configuration

The Lotame Panorama ID module does not require any configuration parameters. It should work as-is provided that bidders use it in their adapters.

NOTE: For optimal performance, the Lotame Panorama Id module should be called at every opportunity. It is best not to use params.storage with this module as the module has its own optimal caching mechanism.

Lotame Panorama ID Example

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "lotamePanoramaId",
        }]
    }
});

Merkle ID

Merkury by Merkle enables marketers, media owners, and publishers to own, build, and control a cookie-less Private Identity Graph. Merkury uses an organization’s first-party CRM data and valuable interactions such as logins, outbound email campaigns and media reach to create and grow a universe of person-based IDs for cross-channel targeting, personalization, measurement and more.

Merkury by Merkle ID Examples

Publisher stores Merkury by Merkle in local storage for 30 days

pbjs.setConfig({
    userSync: {
        userIds: [{
        name: 'merkleId',
        params: {
          ptk: 'example',
          pubid: 'EXAMPLE'
        },
        storage: {
          type: 'html5',
          name: 'merkleId',
          expires: 30
        }
      }]
    }
});

netID

The European netID Foundation (EnID) aims to establish with the netID an independent European alternative in the digital market for Demand and Supply side. With the netID Single-Sign-On, the EnID established an open standard for consumer logins for services of Buyers and Brands, that also includes user-centric consent management capabilities that results in a standardized, EU-GDPR compliant, IAB TCF aware, cross-device enabled Advertising Identifier, which can be leveraged by publishers and advertisers (and vendors supporting them) to efficiently deliver targeted advertising through programmatic systems to already more than 38 million Europeans on mobile and desktop devices.

The EnID is a non-profit organization which is open to any contributing party on both, the demand and supply side to make identity work for consumers as well as the advertising ecosystem.

netID Examples

1) Publisher stores netID via his own logic

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "netId",
            value: {
               "netId":"fH5A3n2O8_CZZyPoJVD-eabc6ECb7jhxCicsds7qSg"
            }
        }]
    }
});

NextRoll ID

NextRoll is an industry-leading marketing technology and data stack that fuels growth for businesses of all kinds. Our technology powers two multi-million dollar high-growth businesses: AdRoll and RollWorks. The NextRoll ID is a cookieless identifier built from NextRoll’s proprietary identity graph. Publishers, ad tech platforms, and NextRoll’s brands (AdRoll and RollWorks) leverage the NextRoll ID to access unique demand in cookieless environments. The NextRoll ID respects user privacy preferences and enables users to opt out through multiple web based mechanisms found in Section 8 of NextRoll’s Privacy Policy.

NextRoll ID Registration

To sign up for a Partner ID please contact your NextRoll representative or send an email to publishers@nextroll.com.

NextRoll ID Configuration

Add it to your Prebid.js package with:

gulp build –modules=nextrollIdSystem

Enable the module in configuration, with your Partner ID:

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "nextrollId",
            params: {
                partnerId: 'YOUR_PARTNER_ID'
            }
        }]
    }
});

Novatiq Snowflake ID

Novatiq proprietary dynamic snowflake ID is a unique, non sequential and single use identifier for marketing activation. Our in network solution matches verification requests to telco network IDs, safely and securely inside telecom infrastructure. Novatiq snowflake ID can be used for identity validation and as a secured 1st party data delivery mechanism.

Novatiq Snowflake ID Configuration

Enable by adding the Novatiq submodule to your Prebid.js package with:

gulp build --modules=novatiqIdSystem,userId

Module activation and configuration:

pbjs.setConfig({
  userSync: {
    userIds: [{
      name: 'novatiq',
      params: {
        sourceid '1a3',            // change to the Partner Number you received from Novatiq
        }
      }
    }],
    auctionDelay: 50             // 50ms maximum auction delay, applies to all userId modules
  }
});
Param under userSync.userIds[] Scope Type Description Example
name Required String Module identification: "novatiq" "novatiq"
params Required Object Configuration specifications for the Novatiq module.  
params.sourceid Required String This is the Novatiq Partner Number obtained via Novatiq registration. 1a3

If you have any questions, please reach out to us at prebid@novatiq.com.

Parrable ID

The Parrable ID is a Full Device Identifier that can be used to identify a device across different browsers and webviews on a single device including browsers that have third party cookie restrictions.

Add it to your Prebid.js package with:

gulp build –modules=parrableIdSystem

Parrable ID Registration

Please contact Parrable to obtain a Parrable Partner Client ID and/or use the Parrable Partner Client ID provided by the vendor for each Parrable-aware bid adapter you will be using. Note that if you are working with multiple Parrable-aware bid adapters you may use multiple Parrable Partner Client IDs.

The Parrable privacy policy as at https://www.parrable.com/privacy-policy/.

Parrable ID Configuration

In addition to the parameters documented above in the Basic Configuration section the following Parrable specific configuration is required:

Param under userSync.userIds[] Scope Type Description Example
params Required Object Details for the Parrable ID.  
params.partners Required Array[String] A list of one or more Parrable Partner Client IDs for the Parrable-aware bid adapters you are using. Please obtain Parrable Partner Client IDs from them and/or obtain your own. [ '30182847-e426-4ff9-b2b5-9ca1324ea09b' ]
params.timezoneFilter Optional Object Configures a timezone or timezone offset filter  
params.timezoneFilter.allowedZones Optional Array[String] description [ 'America/Anchorage' ]
params.timezoneFilter.allowedOffsets Optional Array[Number] description [ -4 ]
params.timezoneFilter.blockedZones Optional Array[String] description [ 'America/New_York' ]
params.timezoneFilter.blockedOffsets Optional Array[Number] description [ -5 ]

NOTE: The Parrable ID that is delivered to Prebid is encrypted by Parrable with a time-based key and updated frequently in the browser to enforce consumer privacy requirements and thus will be different on every page view, even for the same user.

The Parrable ID system manages a cookie with the name of _parrable_id containing the ID and optout states of the user. This cookie is used also by standalone Parrable integrations outside of Prebid. It is for this reason that the cookie name is not configurable for the Parrable ID system.

Timezone and Timezone Offset Filtering

The Parrable ID system enables a publisher to configure lists of allowed timezones (eg. Europe/Dublin) and/or timezone offsets (eg. -4) as well as a lists of blocked timezones and timezone offsets.

  • With no configuration (params.timezoneFilter not set, or all of the lists are empty) all impressions are permitted.
  • With only allow lists configured a browser must match either a timezone or timezone offset for it to not be filtered.
  • With only block lists configured an impression will be filtered only if it is from a browser matching a blocked timezone or timezone offset.
  • An impression from a browser that matches any allowed timezone or timezone offset, but does not match a blocked timezone or timezone offset will engage in the Parrable ID syncronization process.
  • If a browser has a stored Parrable ID then it will not be filtered even if the browser is in a timezone or timezone offset that is blocked.

All configured timezones should follow the TZ database name column from the IANA tz database

Parrable ID Examples

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: `'parrableId'`,
            params: {
              partners: [
                '30182847-e426-4ff9-b2b5-9ca1324ea09b',
                'b07cf20d-8b55-4cd7-9e84-d804ed66b644'
              ], // change to the Parrable Partner Client ID(s) you received from the Parrable Partners you are using
              timezoneFilter: {
                  allowedZones: ['America/New_York', 'Europe/Madrid']
              }
            }
        }],
        syncDelay: 1000
    }
});

PubCommon ID

This module stores an unique user id in the first party domain and makes it accessible to all adapters. Similar to IDFA and AAID, this is a simple UUID that can be utilized to improve user matching, especially for iOS and MacOS browsers, and is compatible with ITP (Intelligent Tracking Prevention). It’s lightweight and self contained. Adapters that support Publisher Common ID will be able to pick up the user ID and return it for additional server-side cross device tracking.

There is no special registration or configuration for PubCommon ID. Each publisher’s privacy policy should take PubCommon ID into account.

Add it to your Prebid.js package with:

gulp build –modules=pubCommonIdSystem

PubCommon ID Configuration

In addition to the parameters documented above in the Basic Configuration section the following PubCommon specific configuration is available:

Param under userSync.userIds[] Scope Type Description Example
name Required String The name of this module. 'pubCommonId'
params Optional Object Customized parameters  
params.create Optional Boolean For publisher server support only. If true, the publisher’s server will create the PubCommon ID cookie. Default is true. true
params.pixelUrl Optional String For publisher server support only. This is a URL of a pixel for updating cookies’ expiration times. Fired after a new ID has been created or an existing ID is being extended. No default. 'https://example.com/ping'
params.extend Optional Boolean If true, the expiration time of the stored IDs will be refreshed during each page load. Default is false. false
params.enableSharedId Optional Boolean Invokes SharedID as well as setting PubCommon ID. Defaults to false true

PubCommon ID Examples

1) Publisher supports PubCommonID and first party domain cookie storage

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "pubCommonId",
            storage: {
                type: "cookie",
                name: "_pubcid",         // create a cookie with this name
                expires: 365             // expires in 1 years
            }
        }]
    }
});

2) Publisher supports both UnifiedID and PubCommonID and first party domain cookie storage

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "unifiedId",
            params: {
                partner: "myTtdPid"
            },
            storage: {
                type: "cookie",
                name: "pbjs-unifiedid",       // create a cookie with this name
                expires: 60
            }
        },{
            name: "pubCommonId",
            params: {
                enableSharedId: true  // optionally enable Prebid sharedID
            },
            storage: {
                type: "cookie",
                name: "_pubcid",      // create a cookie with this name
                expires: 180
            }
        }],
        syncDelay: 5000       // 5 seconds after the first bidRequest()
    }
});

When enableSharedId is true, the browser will make an additional call to id.sharedid.org/usync. Calling to Shareid.org sets a user id in a 3rd party cookie under the sharedid.org domain. Anyone setting this additional identity should reference Sharedid.orgs optout policy at https://sharedid.org/. Prebid.js 5.0 will enable the enableSharedId option by default.

PubProvided ID

The PubProvided Id module allows publishers to set and pass a first party user id into the bid stream. This module has several unique characteristics:

  1. The module supports a user defined function, that generates an eids-style object:
pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "pubProvidedId",
            params: {
                eidsFunction: getIdsFn   // any function that exists in the page
            }
        }]
    }
});

Or, the eids values can be passed directly into the setConfig call:

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "example.com",
            params: {
                eids: [{
                    source: "domain.com",
                    uids:[{
                      id: "value read from cookie or local storage",
                      atype: 1,
                      ext: {
                          stype: "ppuid"
                      }

                  }]
                },{
                    source: "3rdpartyprovided.com",
                    uids:[{
                      id: "value read from cookie or local storage",
                      atype: 3,
                      ext: {
                          stype: "dmp"
                      }
                  }]
                }]
            }
        }]
    }
});

In either case, bid adapters will receive the eid values after consent is validated.

  1. This design allows for the setting of any number of uuids in the eids object. Publishers may work with multiple ID providers and nest their own id within the same eids object. The opportunity to link a 1st party uuid and a 3rd party generated UUID presents publishers with a unique ability to address their users in a way demand sources will understand.

  2. Finally, this module allows publishers to broadcast their user id, derived from in-house tech, directly to buyers within the confines of existing compliance (CCPA & GDPR) frameworks.

  3. The eids.uids.ext.stype “source-type” extension helps downstream entities know what do with the data. Currently defined values are:

  • dmp - this uid comes from the in-page dmp named in eids.source
  • ppuid - this uid comes from the publisher named in eids.source
  • other - for setting other id origin signals please use the adCOM! atype spec
  1. Bid adapters listening for “userIds.pubProvidedId” will not receive a string, please use the userIdAsEids value/function to return the userid as a string.

Add it to your Prebid.js package with:

gulp build –modules=pubProvidedId

PubProvided Configuration

Params under usersync.userIds[] Scope Type Description Example
name Required String ID value for the ID module "PubProvided"
params Optional Object Details for syncing.  
params.eidsFunction Optional function any function that exists in the page getIdsFn()
uids.atype optional int ADCOM - Type of user agent the match is from "1"
uids.ext.stype Optional String Description of how the id was generated and by whom (‘ppuid’,’DMP’,’other’) DMP

Quantcast ID

Quantcast ID enables publishers that use Quantcast Measure tag to uniquely identify their clients within Quantcast’s extensive publisher network without relying on third party cookies. The Quantcast User ID submodule makes the existing Quantcast first party cookie available in the bid request. The first party cookie allows Quantcast to correlate the bid request with Quantcast’s Measure dataset.

Currently, Quantcast ID only works with the presence of Quantcast Measure tag. More information about Measure can be found in https://www.quantcast.com/measure.

The Quantcast privacy policy is at https://www.quantcast.com/privacy/.

Add it to your Prebid.js package with:

gulp build –modules=userId,quantcastIdSystem

Quantcast ID Configuration

Quantcast ID module does not require any configuration parameters at this time.

Quantcast ID Example

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "quantcastId",
        }]
    }
});

Tapad ID

Tapad’s ID module provides access to a universal identifier that publishers, ad tech platforms and advertisers can use for data collection and collation without reliance on third-party cookies. Tapad’s ID module is free to use and promotes collaboration across the industry by facilitating interoperability between DSPs, SSPs and publishers.

To register as an authorized user of the Tapad ID module, or for more information, documentation and access to Tapad’s Terms and Conditions please contact prebid@tapad.com.

Tapad’s Privacy landing page containing links to region-specific Privacy Notices may be found here: https://tapad.com/privacy.html.

Add it to your Prebid.js package with:

gulp build –modules=userId,tapadIdSystem

Tapad ID Configuration

Param under userSync.userIds[] Scope Type Description Example
name Required String "tapadId" "tapadId"
params Required Object Details for Tapad initialization.  
params.company_id Required Number Tapad Company Id provided by Tapad 1234567890

Tapad ID Example

pbjs.setConfig({
    userSync: {
      userIds: [
        {
          name: "tapadId",
          params: {
            companyId: 1234567890
          },
          storage: {
            type: "cookie",
            name: "tapad_id",
            expires: 1
          }
        }
      ]
    }
});

SharedID User ID Submodule

The SharedID User Module generates a UUID that can be utilized to improve user matching. This module enables timely synchronization and handles opt-out via sharedid.org. This module does not require any registration.

Building Prebid with SharedID Support

Add it to your Prebid.js package with:

ex: $ gulp build –modules=sharedIdSystem

Prebid Params

Individual params may be set for the SharedID User ID Submodule.

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: 'sharedId',
            params: {
                      syncTime: 60 // in seconds, default is 24 hours
             },
            storage: {
                name: 'sharedid',
                type: 'cookie',
                expires: 28
            },
        }]
    }
});

SharedID Configuration

Params under usersync.userIds[] Scope Type Description Example
name Required String ID value for the SharedID module - "sharedId" "sharedId"
params Optional Object Details for sharedId syncing.  
params.syncTime Optional Object Configuration to define the frequency(in seconds) of id synchronization. By default id is synchronized every 24 hours 60
storage Required Object The publisher must specify the local storage in which to store the results of the call to get the user ID. This can be either cookie or HTML5 storage.  
storage.type Required String This is where the results of the user ID will be stored. The recommended method is localStorage by specifying html5. "html5"
storage.name Required String The name of the cookie or html5 local storage where the user ID will be stored. "sharedid"
storage.expires Optional Integer How long (in days) the user ID information will be stored. 28

Unified ID

The Unified ID solution is provided by adsrvr.org and the Trade Desk.

Add it to your Prebid.js package with:

gulp build –modules=unifiedIdSystem

Unified ID Registration

You can set up Unified ID in one of these ways:

The Unified ID privacy is covered under the TradeDesk Services Privacy Policy.

Unified ID Configuration

Param under userSync.userIds[] Scope Type Description Example
name Required String "unifiedId" "unifiedId"
params Required for UnifiedId Object Details for UnifiedId initialization.  
params.partner Either this or url required for UnifiedId String This is the partner ID value obtained from registering with The Trade Desk or working with a Prebid.js managed services provider. "myTtdPid"
params.url Required for UnifiedId if not using TradeDesk String If specified for UnifiedId, overrides the default Trade Desk URL. “https://unifiedid.org/somepath?args”
value Optional Object Used only if the page has a separate mechanism for storing the Unified ID. The value is an object containing the values to be sent to the adapters. In this scenario, no URL is called and nothing is added to local storage {"tdid": "D6885E90-2A7A-4E0F-87CB-7734ED1B99A3"}

Unified ID Examples

1) Publisher has a partner ID with The Trade Desk, and is using the default endpoint for Unified ID.

Bug: The default URL did not support HTTPS in Prebid.js 2.10-2.14. So instead of using the ‘partner’ parameter, it’s best to supply the Trade Desk URL as shown in this example.

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "unifiedId",
            params: {
                url: "//match.adsrvr.org/track/rid?ttd_pid=MyTtidPid&fmt=json"
            },
            storage: {
                type: "cookie",
                name: "pbjs-unifiedid",       // create a cookie with this name
                expires: 60                   // cookie can last for 60 days
            }
        }],
        syncDelay: 3000              // 3 seconds after the first auction
    }
});

2) Publisher supports UnifiedID with a vendor other than Trade Desk and HTML5 local storage.

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "unifiedId",
            params: {
                url: "URL_TO_UNIFIED_ID_SERVER"
            },
            storage: {
                type: "html5",
                name: "pbjs-unifiedid",    // set localstorage with this name
                expires: 60
            }
        }],
        syncDelay: 3000
    }
});

3) Publisher has integrated with UnifiedID on their own and wants to pass the UnifiedID directly through to Prebid.js.

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "unifiedId",
            value: {"tdid": "D6885E90-2A7A-4E0F-87CB-7734ED1B99A3"}
        }]
    }
});

Unified ID 2.0

Unified ID 2 is an email based id solution that is owned and operated by the prebid community. Unified ID 2, relies on user consent before an id can be added to the bid stream. Consent can be gathered by SSO providers who have integrated against the UID 2 framework, or Publishers own login & consent mechaninism.

Add it to your Prebid.js package with:

gulp build –modules=uid2IdSystem

Unified ID Registration

You can set up Unified ID 2 in one of these ways:

  • Include the module to your pb.js wrapper, no registration is required
  • Utilize a managed services company who can do this for you.

Each publisher’s privacy policy should take UnifiedId 2 into account

Unified ID 2 Configuration

The below parameters apply only to the UID 2.0 User ID Module integration.

Param under userSync.userIds[] Scope Type Description Example
name Required String ID value for the UID20 module - "uid2" "uid2"
value Optional Object Used only if the page has a separate mechanism for storing the UID 2.O ID. The value is an object containing the values to be sent to the adapters. In this scenario, no URL is called and nothing is added to local storage {"uid2": { "id": "eb33b0cb-8d35-4722-b9c0-1a31d4064888"}}

Unified ID 2 Example

Publisher has a integrated with an SSO provider that sets a cookie called __uid2_advertising_token when user consent is granted.

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: 'uid2'
        }]
    }
});

Verizon Media ConnectID

Verizon Media ConnectID is a person based ID and does not depend on 3rd party cookies. It enables ad tech platforms to recognize and match users consistently across the open web. Built on top of Verizon Media’s robust and proprietary ID Graph it delivers a higher find rate of audiences on publishers’ sites user targeting that respects privacy.

Verizon Media ConnectID honors privacy choices from the Verizon Media Privacy Dashboard as well as global privacy acts.

Add support for Verizon Media ConnectID to your Prebid.js package with:

gulp build –modules=userId,verizonMediaIdSystem

Verizon Media ConnectID Registration

A Verizon Media supplied publisher specific pixel Id is required. Reach out to your account manager for assistance with setup.

Verizon Media ConnectID Configuration

Param under userSync.userIds[] Scope Type Description Example
name Required String The name of this module. 'verizonMediaId'
params Required Object Container of all module params.  
params.pixelId Required Number The Verizon Media supplied publisher specific pixel Id 8976
params.he Required String The SHA-256 hashed user email address 'ed8ddbf5a171981db8ef938596ca297d5e3f84bcc280041c5880dba3baf9c1d4'
storage Required Object Defines where and for how long the results of the call to get a user ID will be stored.  
storage.type Required String Defines where the resolved user ID will be stored (either 'cookie' or 'html5' localstorage). 'html5'
storage.name Required String The name of the cookie or html5 localstorage where the resolved user ID will be stored. 'connectid'
storage.expires Recommended Integer How long (in days) the user ID information will be stored. The recommended value is 15 15

Verizon Media ConnectID Examples

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "verizonMediaId",
            params: {
              pixelId: 8976,
              he: "ed8ddbf5a171981db8ef938596ca297d5e3f84bcc280041c5880dba3baf9c1d4"
            },
            storage: {
              type: "html5",
              name: "connectid",
              expires: 1
            }
        }]
    }
})

MediaWallah OpenLinkID

MediaWallah’s openLink is an anonymous person based ID that enables buyers and sellers of media to connect a person and their devices across the web and mobile apps. openLink facilities the buying of media between DSPs, SSPs and publishers.

Add support for MediaWallah OpenLinkID to your Prebid.js package with:

gulp build –modules=userId,mwOpenLinkIdSystem

MediaWallah OpenLinkID Registration

MediaWallah requires the creation of an accountId a partnerId in order to take advantage of openLink. Please contact your partner resource to get these Ids provisioned.

MediaWallah OpenLinkID Configuration

Param under userSync.userIds[] Scope Type Description Example
name Required String The name of this module. 'mwOpenLinkId'
params Required Object Details for mwOLID syncing.  
params.accountId Required String The MediaWallah assigned Account Id 1000
params.partnerId Required String The MediaWallah assign partner Id '1001'
params.uid Optional String Your unique Id for the user or browser. Used for matching. 'u-123xyz'

MediaWallah OpenLinkID Examples

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: 'mwOpenLinkId',
            params: {
                accountId: '1000',
                partnerId: '1001',
                uid: 'u-123xyz'
            }
        }]
    }
})

Adapters Supporting the User ID Sub-Modules

BidderIDs Supported
33acrossall
9MediaOnlineid5Id, unifiedId
aardvarkunifiedId
adagiobritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, pubProvidedId, sharedId, unifiedId
adfbritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, sharedId, unifiedId
adformbritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, sharedId, unifiedId
adheseid5Id
adtargetbritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
adtelligentbritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
adxcgid5Id, identityLink, pubCommonId, unifiedId
amxbritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
aolverizonMediaId
appaloosabritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
appnexuscriteo, unifiedId, netId, identityLink
beachfrontunifiedId, identityLink
betweensharedId
bidsxchangebritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
bluebillywigbritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
colossusbritepoolid, identityLink, unifiedId, id5Id
colossussspbritepoolid, identityLink, unifiedId, id5Id
connectadbritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
conversantcriteo, id5Id, identityLink, liveIntentId, parrableId, pubCommonId, unifiedId
criteobritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, pubProvidedId, sharedId, unifiedId
districtmDMXbritepoolId, criteo, id5Id, identityLink, intentiq, liveIntentId, netId, parrableId, pubCommonId, unifiedId
emoteevpubCommonId
gambidid5Id, unifiedId
gamoshiid5Id, unifiedId
gridall
gumgumunifiedId
h12mediaall
improvedigitalcriteo, id5Id
inmaridentityLink, liveIntentId, unifiedId, pubCommonId, pubProvidedId, sharedId
invibespubCommonId, pubProvidedId
ixidentityLink, netId, fabrickId, zeotapIdPlus, uid2
justpremiumbritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
kargounifiedId
livewrappedall
logicadall
luponmediadigitrust, identityLink, liveIntentId, pubCommonId
medianetbritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
mediasquareid5Id
mobsmartpubCommonId
navelixbritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
onetagbritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
openxbritepoolId, criteo, fabrickId, haloId, id5Id, identityLink, idxId, intentIqId, liveIntentId, lotamePanoramaId, merkleId, netId, parrableId, pubCommonId, quantcastId, sharedId, tapadId, unifiedId, verizonMediaId, zeotapIdPlus
ozonecriteo, id5Id, tdid, identityLink, liveIntentId, parrableId, pubCommonId, lotamePanoramaId, sharedId, fabrickId
pubgeniusunifiedId
pubmaticall
pulsepointbritepoolId, criteo, id5Id, identityLink, liveIntentId, parrableId, pubCommonId, unifiedId
pwbidbritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, pubProvidedId, sharedId, unifiedId
richaudiencecriteo, id5Id, identityLink, liveIntentId, pubCommonId, unifiedId
roundelidentityLink, netId, fabrickId, zeotapIdPlus
rtbhouseid5Id, identityLink
rubiconall
sharethroughpubCommonId, unifiedId, identityLink, id5Id, sharedId, liveIntentId
smaatocriteo, pubCommonId, unifiedId
smartadserverbritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
smartrtbbritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
smartxnone
sonobibritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
sovrnall
spotxid5Id, pubCommonId, unifiedId
tripleliftcriteo, identityLink, unifiedId
triplelift_nativecriteo, identityLink, unifiedId
ucfunnelunifiedId
undertonebritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
vidazoobritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
visxid5Id, unifiedId
yieldlabbritepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, unifiedId
yieldmopubCommonId, unifiedId, criteo

Bidder Adapter Implementation

Prebid.js Adapters

Bidders that want to support the User ID module in Prebid.js, need to update their bidder adapter to read the indicated bidRequest attributes and pass them to their endpoint.

ID System Name ID System Host Prebid.js Attr Example Value
Admixer ID Admixer bidRequest.userId.admixerId "1111"
BritePool ID BritePool bidRequest.userId.britepoolid "1111"
CriteoID Criteo bidRequest.userId.criteoId "1111"
Halo ID Audigent bidRequest.userId.haloId {"haloId":"user-halo-id", "auSeg":["segment1","segment2"]}
ID+ Zeotap bidRequest.userId.IDP "1111"
ID5 ID ID5 bidRequest.userId.id5id { uid: "1111", ext: { linkType: 2, abTestingControlGroup: false } }
IdentityLink Trade Desk bidRequest.userId.idl_env "1111"
Intent IQ ID Intent IQ bidRequest.userId.intentiqid "1111"
LiveIntent ID Live Intent bidRequest.userId.lipb.lipbid "1111"
Lotame Panorama ID Lotame bidRequest.userId.lotamePanoramaId "e4b96a3d9a8e8761cef5656fb05f16d53938069f1684df4b2257e276e8b89a0e"
merkleID Merkle bidRequest.userId.merkleId "1111"
netID netID bidRequest.userId.netId "fH5A3n2O8_CZZyPoJVD-eabc6ECb7jhxCicsds7qSg"
NextRoll ID NextRoll bidRequest.userId.nextrollId "bf3KawPMRifn1iXLtufo4AhoZHaBEYQpYOe1ZTJsY7IzuZ0LW/SjP/zpVGr09voA"
Parrable ID Parrable bidRequest.userId.parrableId {"eid":"01.1594654046.cd0972d861e98ff3723a368a6efa69287a0df3f1cac9142afc2e7aed1caa8dd1b7fc0590b3baf67525f53e1228024c2805b6041206c7a23e34bb823b0659547d7d1d0dac2a11938e867f"}
PubCommon ID n/a bidRequest.userId.pubcid "1111"
PubProvided ID n/a bidRequest.userId.pubProvidedId "1111"
Quantcast ID n/a bidRequest.userId.quantcastId "1111"
Tapad ID Tapad bidRequest.userId.tapadId "1111"
SharedID Prebid bidRequest.userId.sharedid {"id":"01EAJWWNEPN3CYMM5N8M5VXY22","third":"01EAJWWNEPN3CYMM5N8M5VXY22"}
Unified ID Trade Desk bidRequest.userId.tdid "1111"
Verizon Media ConnectID Verizon Media bidRequest.userId.connectid "72d04af6e07c2eb93e9c584a131f48b6a9b963bcb2736d624e987ff8cf36d472"
MediaWallah OpenLink ID MediaWallah bidRequest.userId.mwOpenLinkId "1111"

For example, the adapter code might do something like:

   if (bidRequest.userId && bidRequest.userId.pubcid) {
    url+="&pubcid="+bidRequest.userId.pubcid;
   }

Prebid Server Adapters

Bidders that want to support the User ID module in Prebid Server, need to update their server-side bid adapter to read the desired OpenRTB attributes noted in the example below and send them to their endpoint.

{
    "user": {
        "ext": {
            "eids": [{
                "source": "adserver.org",  // Unified ID
                "uids": [{
                    "id": "111111111111",
                    "ext": {
                        "rtiPartner": "TDID"
                    }
                }]
            },{
                "source": "pubcid.org",
                "uids": [{
                    "id":"11111111"
                }]
            },
            {
                "source": "id5-sync.com",
                "uids": [{
                    "id": "ID5-12345",
                    "ext": {
                      "linkType": 2,
                      "abTestingControlGroup": false
                    }
                }]
            },
            {
                source: "parrable.com",
                uids: [{
                    id: "01.1594654046.cd0972d861e98ff3723a368a6efa69287a0df3f1cac9142afc2e7aed1caa8dd1b7fc0590b3baf67525f53e1228024c2805b6041206c7a23e34bb823b0659547d7d1d0dac2a11938e867f"
                }]
            },{
                "source": "audigent.com",
                "atype": 1,
                "uids": [{
                    "id": "11111111"
                }]
            },{
                "source": "identityLink",
                "uids": [{
                    "id": "11111111"
                }]
            },{
                "source": "criteo.com",
                "uids": [{
                    "id": "11111111"
                }]
            },{
                "source": "britepool.com",
                "uids": [{
                    "id": "11111111"
                }]
            },{
                "source": "liveintent.com",
                "uids": [{
                    "id": "11111111"
                }]
            },{
                "source": "crwdcntrl.net", // Lotame Panorama ID
                "uids": [{
                    "id": "e4b96a3d9a8e8761cef5656fb05f16d53938069f1684df4b2257e276e8b89a0e"
                }]
            },{
                "source": "netid.de",
                "uids": [{
                    "id": "11111111"
                }]
            },{
               "source": "novatiq.com",
               "uids": [{
                   "id": "81b001ec-8914-488c-a96e-8c220d4ee08895ef",
                   "atype":1
               }]
             },{
               "source": "sharedid.org",  // SharedID
                "uids": [{
                    "id": "01EAJWWNEPN3CYMM5N8M5VXY22",
                    "ext": {
                        "third": "01EAJWWNEPN3CYMM5N8M5VXY22"
                    }
                }]
            },{
               "source": "pub.com",  // Publisher must configure their domain here
                "uids": [{
                    "id": "01EAJWWNEPN3CYMM5N8M5VXY22",
                    "atype":1 //ADCOM - Type of user agent the match is from
                    "ext": {
                        "stype": "dmp" //currently supported values (dmp,ppuid,other)
                    }
                }]
            },{
               "source": "verizonmedia.com",
               "uids": [{
                   "id": "61cef5656fb05f16d53938069f1684df4b2257e27"
               }]
            },{
              "source": "mediawallahscript.com",
              "uids": [{
                "id": "01EAJWWNEPN3CYMM5N8M5VXY22",
                "atype": 1
              }]
            }
          ]
        }
    }
}

Exporting User IDs

If you need to export the user IDs stored by Prebid User ID module, the getUserIds() function will return an object formatted the same as bidRequest.userId.

pbjs.getUserIds() // returns object like bidRequest.userId. e.g. {"pubcid":"1111", "tdid":"2222"}

You can use getUserIdsAsEids() to get the user IDs stored by Prebid User ID module in ORTB Eids format. Refer eids.md for output format.

pbjs.getUserIdsAsEids() // returns userIds in ORTB Eids format. e.g.
[
  {
      source: 'pubcid.org',
      uids: [{
          id: 'some-random-id-value',
          atype: 1
      }]
  },

  {
      source: 'adserver.org',
      uids: [{
          id: 'some-random-id-value',
          atype: 1,
          ext: {
              rtiPartner: 'TDID'
          }
      }]
  },

  {
      source: 'id5-sync.com',
      uids: [{
          id: 'ID5-12345',
          atype: 1,
          ext: {
              linkType: 2,
              abTestingControlGroup: false
          }
      }]
  }
]

ID Providers

If you’re an ID provider that wants to get on this page:

  • Fork Prebid.js and write a sub-module similar to one of the *IdSystem modules already in the modules folder.
  • Add your *IdSystem name into the modules/.submodules.json file
  • Follow all the guidelines in the contribution page.
  • Submit a Pull Request against the Prebid.js repository.
  • Fork the prebid.org documentation repository, modify the /dev-docs/modules/userId.md, and submit a documentation Pull Request as well.

Passing UserIds to Google Ad Manager for targeting

User IDs from Prebid User ID module can be passed to GAM for targeting in Google Ad Manager or could be passed ahead to Google Open Bidding using userIdTargeting module. Note Google deprecated the ability to pass key values, including identifiers, to OB partners and then later began a closed beta to resume it with details non-public (see https://developers.google.com/authorized-buyers/rtb/request-guide ). More details on the user id module can be found here. In short, you just need to add the optional userIdTargeting sub-module into your gulp build command and the additional userIdTargeting config becomes available.

Further Reading