Difference between revisions of "Identifier"

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| style="text-align:left;" | <br />Trade Desk UnifiedId
 
| style="text-align:left;" | <br />Trade Desk UnifiedId
 
| <br />  Universal
 
| <br />  Universal
|  
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| <br />  No
 
|- style="vertical-align:middle;"
 
|- style="vertical-align:middle;"
 
| style="text-align:left;" | <br />Audigent HaloId
 
| style="text-align:left;" | <br />Audigent HaloId
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| <br />Yes
 
| <br />Yes
 
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== See Also ==
 
== See Also ==
 
[[:Category:Personal Data|Personal Data]]
 
[[:Category:Personal Data|Personal Data]]

Revision as of 23:46, 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

No

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