User ID Module

• Overview
• How It Works
• User ID, GDPR, Permissions, and Opt-Out
• Basic Configuration
• User ID Sub-Modules
• Permissions
  • BritePool
    • BritePool Registration
    • BritePool Configuration
    • BritePool Examples
  • Criteo ID for Exchanges
    • Criteo ID Configuration
    • Criteo ID Example
  • Fabrick ID by Neustar
    • Fabrick Registration
    • Fabrick Configuration
    • Fabrick Examples
  • Halo ID from Audigent
    • HaloId Configuration
  • ID+
    • ID+ Registration
    • ID+ Example
  • ID5 Universal ID
    • ID5 Universal ID Registration
    • ID5 Universal ID Configuration
      • A Note on A/B Testing
    • ID5 Universal ID Examples
  • IdentityLink
    • IdentityLink Registration
    • IdentityLink Configuration
    • IdentityLink Examples
  • IDx
    • IDx Registration
    • IDx Configuration
    • IDx Example
  • IntentIQ ID
    • IntentIQ ID Registration
    • IntentIQ ID Configuration
    • IntentIQ ID Examples
  • LiveIntent ID
    • LiveIntent ID Registration
    • How does LiveIntent ID work
    • LiveIntent ID configuration
    • LiveIntent ID examples
  • Lotame Panorama ID
    • Lotame Panorama ID Configuration
    • Lotame Panorama ID Example
  • Merkle ID
    • Merkury by Merkle ID Examples
  • netID
    • netID Examples
  • Parrable ID
    • Parrable ID Registration
    • Parrable ID Configuration
    • Timezone and Timezone Offset Filtering
    • Parrable ID Examples
  • PubCommon ID
    • PubCommon ID Configuration
    • PubCommon ID Examples
  • PubProvided ID
    • PubProvided Configuration
  • Quantcast ID
    • Quantcast ID Configuration
    • Quantcast ID Example
  • Tapad ID
    • Tapad ID Configuration
    • Tapad ID Example
  • Shared ID User ID Submodule
    • Building Prebid with Shared Id Support
    • Prebid Params
    • SharedId Configuration
  • Unified ID
    • Unified ID Registration
    • Unified ID Configuration
    • Unified ID Examples
  • Verizon Media ConnectID
    • Verizon Media ConnectID Configuration
    • Verizon Media ConnectID Examples
• Adapters Supporting the User ID Sub-Modules
• Bidder Adapter Implementation
  • Prebid.js Adapters
  • Prebid Server Adapters
  • ID Providers
  • Exporting User IDs
• Passing UserIds to Google Ad Manager for targeting
• Further Reading

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
• _pubcid_optout cookie or HTML5 local storage (for backwards compatibility with the original PubCommonID module.

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.

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***********"
          }
        }
      ]
    }
  ],
  ...
}

BritePool

BritePool ID, provided by BritePool is a Universal Identity resolution which does not depend on 3rd party cookies.

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

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",
        }]
    }
});

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

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:

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

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

IdentityLink Registration

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

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

IdentityLink Configuration

IdentityLink Examples

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
            },
            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
            },
            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

IDx Example

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

IntentIQ ID

The IntentIQ ID solution is provided by intentiq.com.

Add it to your Prebid.js package with:

gulp build –modules=intentIqIdSystem

IntentIQ ID Registration

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

The IntentIQ ID privacy is covered under the IntentIQ Privacy Policy.

IntentIQ ID Configuration

IntentIQ ID Examples

1) Publisher has a partner ID from IntentIQ and cookies.

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "intentIqId",
            params: {
                parnter: 123456			// valid partner id
            },
            storage: {
                type: "cookie",
                name: "intentIqId",       // 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 IntentIQ and HTML5 local storage.

pbjs.setConfig({
    userSync: {
        userIds: [{
            name: "intentIqId",
            params: {
                parnter: 123456			// valid partner id
            },
            storage: {
                type: "html5",
                name: "intentIqId",    // set localstorage with this name
                expires: 60
            }
        }],
        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: {
                parnter: 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 ID

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 ID 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 ID:

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

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

gulp build –modules=userId,liveIntentIdSystem

Add the minimal LiveIntent ID 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 lipibid 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 a LiveIntent customer already: https://www.liveintent.com/prebid-registration/

When adding LiveIntent’s ID to your Prebid.js package, you disclose or make available Personal Information to LiveIntent. This information made available to LiveIntent is used to (i) connect with and reference data that already exists in LiveIntent’s graph (the “LiveIntent Graph”), and (ii) authenticate and validate data in aggregate to improve the performance of the services LiveIntent provides. By activating LiveIntent’s module, you hereby confirm that with regard to all individuals to whom Personal Information relates, you have, at or before the point of collecting Personal Information or making Personal Information available to LiveIntent, provided any legally required notices, obtained any legally required consents, and provided individuals with an opportunity to opt-out of the sharing of Personal Information, if such an opt-out is required under applicable laws, such that LiveIntent can provide service to you as described here and in LiveIntent’s privacy policies for the services which 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 (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 stable identifier (nonID). The detailed description of the parameters being sent is described here: Collector parameters

For the identity resolution the LiveIntent ID sub-module makes a request to the LiveIntent’s identity resolution API, which returns a stable identifier and the audience segment(s) a user belongs to. The identifier and the segment 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 via a deal.

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

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"
            }
        }]
    }
});

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:

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:

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 - TBD

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

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

Tapad ID Example

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

Shared ID User ID Submodule

The Shared ID 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 Shared Id Support

Add it to your Prebid.js package with:

ex: $ gulp build –modules=sharedIdSystem

Prebid Params

Individual params may be set for the Shared ID 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

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:

• Register with The Trade Desk from their Unified ID page.
• Utilize a managed services company who can do this for you.

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

Unified ID Configuration

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"}
        }]
    }
});

Verizon Media ConnectID

Verizon Media ConnectID is a person based ID and doesn’t depend on 3rd party cookies.

Verizon Media ConnectID is designed to enable ad tech platforms to recognize and match users consistently across the open web. Verizon Media ConnectID is built on top of Verizon Media’s robust and proprietary ID Graph, delivering a higher find rate of audiences on publishers’ sites user targeting that respects privacy.

Verizon Media ConnectID honors privacy choices from our own Privacy Dashboard, as well as global privacy acts.

Please reach out to VZM-ConnectIDSupport@verizonmedia.com for assistance with setup.

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

gulp build –modules=userId,verizonMediaIdSystem

Verizon Media ConnectID Configuration

Verizon Media ConnectID Examples

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

Adapters Supporting the User ID Sub-Modules

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.

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": "sharedid.org",  // Shared ID
                "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"
               }]
             }
          ]
        }
    }
}

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.

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
          }
      }]
  }
]

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 to pass ahead in Google Exchange Bidding using userIdTargeting module. More details 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

• Prebid.js Usersync
• GDPR ConsentManagement Module