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LiveIntent nonID

LiveIntent offers audience resolution by leveraging its 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 the graph and functions in cookie-challenged environments and browsers. Alongside the nonID, LiveIntent’s user ID sub-module can resolve multiple other user identifiers called attributes - such as uid2, pubmatic, and others. See the Multiple user IDs section for more details.

There are two ways to add the functionality of LiveIntent Identity sub-module to your Prebid.js package:

1. The standard version, which allows publishers to include the module with full functionalities, like hashing email addresses and identity resolution.

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

    gulp build --modules=userId,liveIntentIdSystem
   

2. The minimal version, which allows publishers to deploy a smaller bundle with minimal features, including identity resolution.

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

    LiveConnectMode=minimal gulp build --modules=liveIntentIdSystem
   

3. The external version, which requires a LiveConnect tag (>=3.0.0) installed on your page in addition to Prebid. Please contact LiveIntent for support in setting up LiveConnect. This will significantly reduce the size of your Prebid.js bundle and allow you to use the newest features of LiveConnect. All other versions will be deprecated in the future.

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

    LiveConnectMode=external gulp build --modules=liveIntentIdSystem
   

This is an example of how the request.userId.lipb object, which contains the resolution result, would look like:

{
  "lipbid": "T7JiRRvsRAmh88",
  "pubmatic": "9E76F017-86D2-444B-BB4B-9DB35347DB54"
}

Configure the LiveConnect Tag

Configuring the LiveConnect tag is a critical step in setting up effective identity resolution on your website. This tag helps capture user interactions, generate first-party cookies, and link these interactions to stable identifiers. By doing so, the LiveConnect tag transforms anonymous site traffic into actionable data, enabling you to better understand and engage with your audience.

For detailed configuration instructions, refer to the following resources: LiveConnect for HIRO Clients Configuration Guide

If you need a publisher id or distributor id for the LiveConnect script on the page, please connect your LiveIntent representative for it. If you’re not already a LiveIntent customer, feel free to reach out to us. You can also explore the LiveIntent’s privacy policies.

How LiveIntent user ID sub-module works

The LiveIntent user ID sub-module resolves the identity of audiences by connecting impression opportunities to a stable identifier. LiveIntent builds a model on the backend with data collected through an additional call issued on each page load. In order to provide ID resolution, the sub-module uses one or more first-party cookies. See the query parameters description for more details.

The following first-party cookies are supported:

1. Default first-party cookie: 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 sub-module.
2. Publisher defined first-party cookie: Publishers have the flexibility to configure and choose additional first-party cookies for use in conjunction with the LiveIntent first-party cookie.

Identity resolution

For the identity resolution, the LiveIntent ID sub-module makes a request to LiveIntent’s identity resolution API, which returns a nonID and additional attributes. The identifier and attributes 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 buyers that would like to target the audience.

The first-party cookie generation and identity resolution functionality is provided by LiveConnect JS - an open source JS library which is included within the LiveIntent ID sub-module.

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.

Configure requested attributes

Attributes other than the nonID can be requested using the requestedAttributesOverrides configuration option.

For example, the configuration below requests the nonID as well as uid2, the medianet ID, the bidswitch ID and the magnite ID:

pbjs.setConfig({
  userSync: {
    userIds: [{
      name: "liveIntentId",
      params: {
        publisherId: "12432415",
        requestedAttributesOverrides: {
          uid2: true,
          medianet: true,
          bidswitch: true,
          magnite: true
        }
      }
    }]
  }
});

Multiple user IDs

The attributes uid2, medianet, magnite, bidswitch, pubmatic, openx, sovrn, index, thetradedesk, vidazoo and fpid are treated specially by LiveIntent’s user ID sub-module. Each of these attributes will result in a separate ID returned by the sub-module. Note: thetradedesk will be exposed as tdid because of historical reasons.

For example, in case uid2 is configured to be requested in addition to the nonID, the request.userId object would look like the following:

{
  // ...
  "lipb" : {
    "lipbid": "sample-nonid-value",
    "uid2" : "sample-uid2-value"
  },
  "uid2" : {
    "id" : "sample-uid2-value"
  }
  //...
}

NOTE: uid2 is exposed as part of lipb as well as separately as uid2. medianet, magnite, bidswitch, pubmatic, openx, sovrn, index, thetradedesk (as tdid), vidazoo and fpid behave the same way.

For the attributes lipbid (nonID), uid2, medianet, magnite, bidswitch, pubmatic, openx, sovrn, index, thetradedesk (tdid), vidazoo and fpid there is also support for their conversion into OpenRTB EIDS format. Please refer to User ID Module documentation for more information on conversion, and Example of eids array generated by UserId Module for output format examples.

FPID

The fpid is a first party identifier that can be exposed through the liveconnect user ID module. In order to use this functionality tell the module which identifier you want to use as a fpid in the config params:

{
  "params": {
    "fpid": {
      "strategy": "cookie", // "cookie" | "html5" -- Where the identifier should be read from
      "name": "foobar" // key in the chosen storage backend
    }
  }
}

Additionally, add it to the requested attributes:

{
    //...
    "params": {
        "fpid": {
          "strategy": "cookie",
          "name": "foobar"
        },
        "requestedAttributesOverrides": {'fpid': true}
    }
    //...
}

The user id result will contain both the fpid directly in the lipb object and separately:

{"lipb":{"fpid":"foobar"},"fpid":{"id":"foobar"}}

The same applies for the eids:

[{"source":"fpid.liveintent.com","uids":[{"id":"foobar","atype":1}]}]

NOTE: If COPPA applies, LiveIntent’s user ID module will not return the fpid.

Request uid2

An attribute that requires special mention here is uid2. If this attribute is resolved by the ID sub-module, it will be exposed in the same format as from the Unified ID 2.0 user ID module. If both the LiveIntent sub-module and the uid2 module manage to resolve a uid2, the one with the highest priority according to the configuration will be used. See the Prebid multiple identifiers populated by user id sub-module section of the User ID documentation for more information.

Enabling this option in addition to the uid2 module is an easy way to increase your uid2 resolution rates. The following is an example configuration of uid2 resolution:

pbjs.setConfig({
  userSync: {
    userIds: [{
      name: "liveIntentId",
      params: {
        publisherId: "12432415",
        requestedAttributesOverrides: { uid2: true }
      }
    }]
  }
});

LiveIntent ID configuration

NOTE: For optimal performance, the LiveIntent ID sub-module should be called at every opportunity. It is best not to use params.storage with this sub-module as it has its own optimal caching mechanism.

LiveIntent ID examples

1. To receive the LiveIntent ID, the setup looks like the following example:

    pbjs.setConfig({
      userSync: {
        userIds: [{
          name: "liveIntentId",
          params: {
            publisherId: "9896876"
          }
        }]
      }
    });
   

2. If you are passing additional identifiers that you want to resolve to the LiveIntent ID, add the ID under the identifiersToResolve array in the configuration parameters as shown in the following example:

    pbjs.setConfig({
      userSync: {
        userIds: [{
          name: "liveIntentId",
          params: {
            publisherId: "9896876",
            identifiersToResolve: ["my-own-cookie"]
          }
        }]
      }
    });
   

3. If all the supported configuration params are passed, then the setup will look as follows:

    pbjs.setConfig({
      userSync: {
        userIds: [{
          name: "liveIntentId",
          params: {
            publisherId: "9896876",
            distributorId: "did-0123",
            identifiersToResolve: ["my-own-cookie"],
            requestedAttributesOverrides: { uid2: true, magnite: true, bidswitch: true },
            url: "https://publisher.liveintent.com/idex",
            partner: "prebid",
            ajaxTimeout: 1000,
            liCollectConfig: {
              fpiStorageStrategy: "cookie",
              fpiExpirationDays: 730,
              collectorUrl: "https://rp.liadm.com",
              appId: "a-0012"
            },
            fpid: {
              strategy: "cookie"
              name: "foobar"
            }
          }
        }]
      }
    });
   

Please note: the distributorId will be ignored when liCollectConfig.appId is present.

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