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 |