User Identity Solutions

Background

Improve Digital supports unified identity solutions which provide a way to match users across multiple platforms, and reduce reliance on cookie matching. This increases publisher's monetisation potential and improves the ROI for buyers and advertisers. The methods in setting unified or universal user IDs vary and platforms utilise first party or third party data depending on the vendor. Many of these solutions are free for publishers.

Common Vendors

Currently Improve Digital supports all vendors unless additional processing is required to pass the ID to demand partners. The existing solutions have a large volume in our ecosystem:

• BritePool

• Criteo ID for Exchanges

• ID5

• Liveramp IdentityLink

• Lotame Panorama ID

• NetID

• Parrable

• PubCommon

• Trade Desk Unified ID

• Trade Desk Unified ID 2.0

• SharedID

Implementation

The first step for a publisher is to select which identity solutions to use. The platform supports multiple identity providers in every ad request in order to maximise potential user matches. Following this the setup depends on integration type between Improve Digital and the publisher.

Prebid.js (Header bidding)

Full documentation is available on Prebid.org - User ID Module. The steps are:

1. update to Prebid.js version 4.16 or later, or use an earlier Prebid.js version from version 3.x upwards with our latest adapter, available on Github.

2. update the Prebid configuration to include the Prebid User Module

3. add the relevant identity provider sub-modules

The Improve Digital bidder adapter supports ID5 and Criteo. As more vendors will soon be supported the platform will currently accept any identity vendor in ad requests.

OpenRTB 2.5 (hbs, s2s)

Update your Improve Digital oRTB integration to include the eids object as per our OpenRTB 2.5 specification.

Additional Resources

Vendor URL Lookup