Identifier

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.

Various identifiers identify different levels of addressability:

• Household/Individual Identity (e.g., CTV or email)
• Cross-device (e.g., hashed email)
• Cross-app/site (e.g., MAID or cookie)
• Algorithmic ID (e.g., statistical ID for fraud)

Separate from what the identifier actually identifies is which entity generates it (e.g., consumer software such as OS, application/browser, a business such as a server-generated identifier, or a government issued identifier).

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 pseudonymous identifiers Prebid supports can be generated from random inputs, pseudonymous inputs or identity inputs. These identifiers can be generated by organizations that may or may not participate in providing services such as planning, engaging or reporting on media.

Organization Identifier	Pseudonymous Data Generates ID	Deterministic Identity Generates ID	Participates in Media Planning, Engaging or Measurement
Britepool ID	No	Yes	No
DMD Marketing Corp ID	No	Yes	No
Novatiq Snowflake ID	No	Yes	No
Prebid UnifiedId 2.0	No	Yes	No
ID5 ID	Yes	Yes	No
IntentIQ ID	Yes	No	No
MediaWallah OpenLinkID	Yes	No	No
NetID	Yes	No	No
Parrable ID	Yes	No	No
Prebid Pubcommon ID	Yes	No	No
Prebid SharedId	Yes	No	No
Tapad ID	Yes	Yes	No
DeepIntent ID	No	Yes	Yes
LiveIntent NonID	No	Yes	Yes
Merkle ID	No	Yes	Yes
Admixer ID	Yes	Yes	Yes
Audigent HaloID	Yes	No	Yes
Criteo ID	Yes	Yes	Yes
Liveramp RampID (previosuly IDL)	Yes	Yes	Yes
Lotame Panorama ID	Yes	No	Yes
Neustar FabrickId	Yes	Yes	Yes
NextRoll ID	Yes	Yes	Yes
Quantcast ID	Yes	No	Yes
Retargetly Idx	Yes	No	Yes
Trade Desk UnifiedID	Yes	No	Yes
Verizon MediaID	Yes	Yes	Yes
Zeotap ID+	Yes	Yes	Yes

See Also

Personal Data

Device Graph