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The ID5 Universal ID is a shared, neutral identifier that publishers and ad tech platforms can use to recognise users even in environments where 3rd party cookies are not available or blocked. ID5 enables publishers to create and distribute a shared 1st party identifier to the entire ecosystem. Ad tech platforms that connect with ID5 can decrypt the Universal ID and improve their user recognition capabilities. The ID5 Universal ID is designed to respect users' privacy choices throughout the advertising value chain.

Learn more:

  • Retrieve Universal IDThere are several methods to retrieve the ID5 Universal ID
    • Prebid.js UserId ModuleLearn the benefits of Universal ID and how to integrate it into your existing Prebid.js setup
    • ID5 Javascript LibraryLearn the benefits of Universal ID and how to make it available to your partners from your website using our client-side Javascript Library
    • Custom IntegrationsLearn how to make client-side or server-side requests for a Universal ID without the use of Prebid.js or ID5's JS API
  • Ingest and Use Universal IDID5 has put together integration guides for different platform types to make it as easy as possible to get started with Universal ID
    • Data PlatformsLearn how to integrate Universal ID with your DMP, Data Exchange, CDP, or other Data Platform
    • DSPsLearn how to integrate Universal ID with your DSP
    • SSPsLearn how to integrate Universal ID with your SSP

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