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The Loblaw Media Private ID (LMPID) is the Loblaw Advance identity solution deployed by its media partners. LMPID leverages encrypted user registration information to provide a privacy-conscious, secure, and reliable identifier to power Loblaw Advance’s digital advertising ecosystem.

LMPID Registration

If you’re a media company looking to partner with Loblaw Advance, please reach out to us through our Contact page

LMPID Configuration

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

gulp build --modules=lmpIdSystem,userId

The following configuration parameters are available:

  userSync: {
    userIds: [{
      name: 'lmpid'

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