IdentityCloud includes a Partner Graph and a Cross-Device Graph, both enriched by the ID5 ID.
ID5's Partner Graph is a centralized graph containing information on how ID5 IDs map to other platforms' cookie-based user IDs and how these different platform user IDs map to each other. By leveraging the ID5 Partner Graph, technology platforms can operate efficiently in cookie-based browsers, while preparing for the post-cookie era, and improve match rates with partners, maximizing advertising results.
Once cookie syncing with ID5 has been implemented, we are able to start delivering user mappings to other platforms. We can deliver these mappings to you in several ways:
ID5's Cross-Device Graph is a privacy-first solution enabling brands and publishers to deploy people-based marketing strategies across devices. It helps brands, ad tech platforms and large publishers to connect different signals (Cookies, MAIDs, CTV ids, etc) to the same individual and/or household. The Cross-Device Graph covers all major European countries. Rather than relying on bidstream data to build its Cross-Device graph, ID5 leverages its direct relationship with publishers to capture consent signals and provide a high quality, privacy-compliant graph.
Typically, cookie syncing is a pre-requisite to the Cross-Device graph (but not always, so speak to your ID5 representative about this).
For both the Partner and Cross-Device graph, we generally rely on an AWS (Amazon Web Service) S3 buckets to exchange data; the S3 Bucket can be provided by ID5 or by you. We also have the option to use a different cloud platform. Please read more on our Client Data-Sharing Specification documentation page.
To comply with the General Data Protection Regulation (GDPR), the AWS S3 bucket must be physically located in a European datacentre (Paris, Dublin or Frankfurt) if it has to handle data related to European users. ID5’s platform follows a privacy-by-design principle ensuring that data is protected and that no other piece of information is transferred alongside UIDs.
We recommend that you own the AWS S3 bucket in which pseudonymized UIDs are exchanged. To share the bucket with ID5, you will need to provide ID5 permission via our AWS canonical ID (bucket and permissions can be manually set from https://s3.console.aws.amazon.com/ or using the
aws-cli
).