Difference between revisions of "Identifier"

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The linkages among identifiers (across sites or devices) can be either “[[deterministic]]” (joining identifiers via identity) or “[[probabilistic]]” (joining identifiers not using identity, but instead by some algorithmic method).
 
The linkages among identifiers (across sites or devices) can be either “[[deterministic]]” (joining identifiers via identity) or “[[probabilistic]]” (joining identifiers not using identity, but instead by some algorithmic method).
  
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== Prebid Supported Identifiers ==
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Prebid enables publishers to pass one or more identifiers to their supply chain partners.
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The identifiers Prebid supports can be private to the organization that generates the identifier or able to be used by multiple organizations. These identifiers can be generated by organizations that may or may not participate in providing services such as planning, engaging or reporting on media.
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{| class="wikitable" style="text-align:center;"
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|- style="font-weight:bold; vertical-align:middle;"
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! style="text-align:left;" | <br />Identifier
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! <br />Availability
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! <br />Participates in Planning, Engaging or Reporting on Media
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|-
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| style="vertical-align:middle; text-align:left;" | <br />Britepool
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| style="vertical-align:middle;" | <br />  Universal
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| <br />  No
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|- style="vertical-align:middle;"
 +
| style="text-align:left;" | <br />ID5
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| <br />  Universal
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| <br />  No
 +
|- style="vertical-align:middle;"
 +
| style="text-align:left;" | <br />IntentIQ
 +
| <br />  Universal
 +
| <br />  No
 +
|- style="vertical-align:middle;"
 +
| style="text-align:left;" | <br />NetId
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| <br />  Universal
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| <br />  No
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|- style="vertical-align:middle;"
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| style="text-align:left;" | <br />Parrable
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| <br />  Universal
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| <br />  No
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|- style="vertical-align:middle;"
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| style="text-align:left;" | <br />Prebid Pubcommon
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| <br />  Universal
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| <br />  No
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|- style="vertical-align:middle;"
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| style="text-align:left;" | <br />Prebid SharedId
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| <br />  Universal
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| <br />  No
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|- style="vertical-align:middle;"
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| style="text-align:left;" | <br />Trade Desk UnifiedId
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| <br />  Universal
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|
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|- style="vertical-align:middle;"
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| style="text-align:left;" | <br />Audigent HaloId
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| <br />  Private
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| <br />Yes
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|- style="vertical-align:middle;"
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| style="text-align:left;" | <br />Criteo
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| <br />  Private
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| <br />Yes
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|- style="vertical-align:middle;"
 +
| style="text-align:left;" | <br />LiveIntent
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| <br />  Universal
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| <br />Yes
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|- style="vertical-align:middle;"
 +
| style="text-align:left;" | <br />Liveramp
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| <br />  Universal
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| <br />Yes
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|- style="vertical-align:middle;"
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| style="text-align:left;" | <br />Lotame Panorama
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| <br />  Private
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| <br />Yes
 +
|- style="vertical-align:middle;"
 +
| style="text-align:left;" | <br />Merkle
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| <br />  Private
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| <br />Yes
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|- style="vertical-align:middle;"
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| style="text-align:left;" | <br />Neustar FabrickId
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| <br />  Private
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| <br />Yes
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|- style="vertical-align:middle;"
 +
| style="text-align:left;" | <br />Quantcast
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| <br />  Private
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| <br />Yes
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|- style="vertical-align:middle;"
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| style="text-align:left;" | <br />Retargetly IDx
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| <br />  Private
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| <br />Yes
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|- style="vertical-align:middle;"
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| style="text-align:left;" | <br />Verizon
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| <br />  Private
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| <br />Yes
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|- style="vertical-align:middle;"
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| style="text-align:left;" | <br />Zeotap ID+
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| <br />  Private
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| <br />Yes
 +
|}
 
== See Also ==
 
== See Also ==
 
[[:Category:Personal Data|Personal Data]]
 
[[:Category:Personal Data|Personal Data]]

Revision as of 23:45, 29 January 2021

Identifiers can be created via human-provided methods (authentication) or via system-generated methods.

System-generated methods can assign an random identifier (e.g., alphanumeric or pure numeric identifier, such as often stored in cookie ID, MAID, CTV device ID) or rely on algorithmic processes to transform network and web-enabled device characteristics into an identifier (e.g., digital “fingerprint”). Such algorithmic processes are often used to identify non-human traffic (robot scripts) to filter content matching, but these same identifiers are discouraged from use for pro-active content matching.

Identifier Scope

An identifier can be cross-publisher (aka as cross-domain), to support use cases such as reach, frequency capping, attribution and optimization. An identifier can be site-specific, to support engagement.

Linkages Among Identifiers

The linkages among identifiers (across sites or devices) can be either “deterministic” (joining identifiers via identity) or “probabilistic” (joining identifiers not using identity, but instead by some algorithmic method).

Prebid Supported Identifiers

Prebid enables publishers to pass one or more identifiers to their supply chain partners.

The identifiers Prebid supports can be private to the organization that generates the identifier or able to be used by multiple organizations. These identifiers can be generated by organizations that may or may not participate in providing services such as planning, engaging or reporting on media.



Identifier
Availability
Participates in Planning, Engaging or Reporting on Media

Britepool
Universal
No

ID5
Universal
No

IntentIQ
Universal
No

NetId
Universal
No

Parrable
Universal
No

Prebid Pubcommon
Universal
No

Prebid SharedId
Universal
No

Trade Desk UnifiedId
Universal

Audigent HaloId
Private
Yes

Criteo
Private
Yes

LiveIntent
Universal
Yes

Liveramp
Universal
Yes

Lotame Panorama
Private
Yes

Merkle
Private
Yes

Neustar FabrickId
Private
Yes

Quantcast
Private
Yes

Retargetly IDx
Private
Yes

Verizon
Private
Yes

Zeotap ID+
Private
Yes

See Also

Personal Data

Device Graph

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