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.

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

See Also

Personal Data

Device Graph