SharedID
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SharedID stores a pseudonymous user identifier in first-party cookie storage via Prebid's UserID Module framework.[1]
SharedID with Prebid.js was a free identity solution owned by the community rather than a vendor, delivers the trust and transparency required for widespread adoption across publishers and marketers and their agents.[2]
One benefit of SharedID is that cookie syncing becomes unnecessary as every party uses the same interoperable pseudonymous identifier.
As of Prebid.js 5.0, two changes were made:
- PubCommon ID is no longer supported, but replaced by SharedID.
- SharedID no longer syncs to SharedID.org to ensure a consistent cross-site identifier, but now relies on a random user ID per domain.
Given these changes, buyers will likely migrate their use to more useful addressable media identifiers.
More information can be found at https://docs.prebid.org/identity/sharedid.html