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 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 |
No |
Audigent HaloId |
Private |
Yes |
Criteo |
Private |
Yes |
LiveIntent |
Universal |
Yes |
Liveramp |
Universal |
Yes |
Lotame Panorama |
Universal |
Yes |
Merkle |
Private |
Yes |
Neustar FabrickId |
Private |
Yes |
Quantcast |
Private |
Yes |
Retargetly IDx |
Private |
Yes |
Verizon |
Private |
Yes |
Zeotap ID+ |
Private |
Yes |