Partner Data represents any signals that a partner is able to pass to ID5 to help recognize the user. Browsers are taking increasing steps to obfuscate signals to third parties, therefore, to maximize the addressability of your audience, ID5 requires publishers and advertisers to send IP address and user agent into the PD string, and recommends sharing of hashed emails, mobile ad ids and any other available signals for consented users. If there are any signals you feel might help reconcile your users across your properties, please discuss this with your ID5 representative and we will advise you of how to pass them through. If you do not want to pass signals through a client side integration, please reach out and we can discuss server side options.
Signals passed in the ID5 ID request are used to inform ID5 ID connections across domains. "Hard signals", such as hashed email addresses, take priority for cross-domain linking purposes, and help to train the probabilistic algorithm. Publisher provided signals, such as IP address and user agent, may be used in ID5's probabilistic algorithm when ID5 determines that they may be more accurate than those that ID5 can source directly from the HTTP request. ID5 requires sha256 hashing & URL-safe base64 encoding to ensure that personally-identifiable information isn't transmitted in the ID5 ID call.
| Key | Description | Required | Example |
|---|---|---|---|
| 0 | Other | Optional | |
| 1 | SHA256 Hashed Email1 | Recommended | f97ea86ed181d60b0ba62a30579f1e10ad71eaf21b548e173de75718065c533f |
| 2 | SHA256 Hashed Phone Number2 | Recommended | f687e4a1be889a45c13e417f77cb9bff9c67f46e35fd68d936e6b01a933ecbc1 |
| 3 | Cross-Partner User ID Value | Optional | e3206fbc-b2f1-11ed-afa1-0242ac120002(a user id that could be used across ID5 Partner Numbers / Accounts) |
| 4 | Cross-Partner User ID Source (hard-coded value will be provided by ID5) |
Optional | super-pub-identifier |
| 5 | Partner-Specific User ID Value | Optional | e3206fbc-b2f1-11ed-afa1-0242ac120002(i.e. a user id that is specific to a single ID5 Partner Number / Account) |
| 6 | Apple ID for Advertising (IDFA) (lowercased) | MAIDs should only be sent via the pd string for mobile web traffic where available. Please use our mobile app specific endpoint for in app traffic. Documentation here | ea7583cd-a667-48bc-b806-42ecb2b48606 |
| 7 | Google Advertising ID (GAID) (lowercased) | MAIDs should only be sent via the pd string for mobile web traffic where available. Please use our mobile app specific endpoint for in app traffic. Documentation here | cdda802e-fb9c-47ad-9866-0794d394c912 |
| 8 | Full URL | Recommended | https://id5.io/solutions/?partner_type=publisher |
| 9 | Domain | Recommended | id5.io |
| 10 | IPv4 Address of the end-user’s device | Recommended | 77.99.190.227 |
| 11 | IPv6 Address of the end-user’s device | Optional | 2001:0db8:85a3:000:000:8a2e:0370:7334 |
| 12 | User Agent String of the end-user’s device | Recommended | Mozilla/5.0 (Windows NT 6.1; Win64; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/94.0.4606.81 Safari/537.36 |
| 13 | Is Burner Email3 | Optional | false |
| 14 | Apple ID for Vendor (IDFV) (lowercased) | Recommended (when available) | f325g3gb-12fc-352f-c6c3-dz52f0f690d8 |
| 15 | DEPRECATED |
CTV IDs can be sent when integrating our ctv specific endpoint for ctv traffic. Documentation here | |
| 16 | DEPRECATED |
CTV IDs can be sent when integrating our ctv specific endpoint for ctv traffic. Documentation here | |
| 17 | An IAB TechLab Tokenization Framework token (e.g. uid2) | Optional | AdvertisingTokenmZ4dZgeuXXl6DhoXqbRXQbHlHhA96l.... |
ATTENTION
If any of the signals is not available at the moment of the PD string creation, please leave key out of the PD string. Don't include keys for which you don't have the values or include default values you set.
true for all icloud email addressesThe general procedure to build a PD string is:
sha256 hash themencodeURIComponent)<key1>=<value1>&<key2>=<value2>...btoa())pd field in any of our integrations (i.e.: PD parameter for our Prebid integration or JS API integration)Because ID5 doesn't see the original raw values for some of the signals we accept (e.g. hashed emails, hashed phone numbers), you will need to normalize them first. Normalizing the raw values before hashing them ensures that the signals sent by you and other partners will always be the same, ensuring the ID5 IDs can be properly linked.
Prior to hashing an email address, you must normalize the string by removing unnecessary characters:
@gmail.com. You can apply this method to all the email accounts:
. (ASCII code 46) from the username of the email address
jane.smith@gmail.com normalizes to janesmith@gmail.com+ (ASCII code 43) and all subsequent characters from the username of the email address
janesmith+test@gmail.com normalizes to janesmith@gmail.comPhone numbers should be normalized to the E.164 format, which is an international phone number format to ensure global consistency and uniqueness. When normalizing with the E.164 format, the result should be no more than 15 digits in length, prior to hashing.
[+][country code][subscriber number including area code]
+111 22 333-44-555 normalizes to +1112233344555+1 (222) 333-4444 normalizes to +12223334444Here is an example to show you how to generate a PD string, given you have the following raw signals to share:
Jane.Smith+test@gmail.com77.99.190.2272001:0db8:85a3:000:000:8a2e:0370:7334Mozilla/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/105.0.0.0 Safari/537.36In this example, we only need to normalize the email address. Following the instructions above ("Normalize Emails Prior to Hashing"), the result is janesmith@gmail.com, which when sha256 hashed, becomes 9a0f2978ccf8af196d24f627062a2d4054c9da92e9d998a514bda4a01a3cfec7
9a0f2978ccf8af196d24f627062a2d4054c9da92e9d998a514bda4a01a3cfec7
77.99.190.227
2001%3A0db8%3A85a3%3A000%3A000%3A8a2e%3A0370%3A7334
Mozilla%2F5.0%20(Windows%20NT%2010.0%3B%20Win64%3B%20x64)%20AppleWebKit%2F537.36%20(KHTML%2C%20like%20Gecko)%20Chrome%2F105.0.0.0%20Safari%2F537.36
1=9a0f2978ccf8af196d24f627062a2d4054c9da92e9d998a514bda4a01a3cfec7&10=77.99.190.227&11=2001%3A0db8%3A85a3%3A000%3A000%3A8a2e%3A0370%3A7334&12=Mozilla%2F5.0%20(Windows%20NT%2010.0%3B%20Win64%3B%20x64)%20AppleWebKit%2F537.36%20(KHTML%2C%20like%20Gecko)%20Chrome%2F105.0.0.0%20Safari%2F537.36
MT05YTBmMjk3OGNjZjhhZjE5NmQyNGY2MjcwNjJhMmQ0MDU0YzlkYTkyZTlkOTk4YTUxNGJkYTRhMDFhM2NmZWM3JjEwPTc3Ljk5LjE5MC4yMjcmMTE9MjAwMSUzQTBkYjglM0E4NWEzJTNBMDAwJTNBMDAwJTNBOGEyZSUzQTAzNzAlM0E3MzM0JjEyPU1vemlsbGElMkY1LjAlMjAoV2luZG93cyUyME5UJTIwMTAuMCUzQiUyMFdpbjY0JTNCJTIweDY0KSUyMEFwcGxlV2ViS2l0JTJGNTM3LjM2JTIwKEtIVE1MJTJDJTIwbGlrZSUyMEdlY2tvKSUyMENocm9tZSUyRjEwNS4wLjAuMCUyMFNhZmFyaSUyRjUzNy4zNg==
Here is just one approach to generate the PD string, but there are numerous other ways to accomplish the same result. Here we're using the same inputs as the example above.
// get these values from your webserver or the browser's apis
const ipv4 = '77.99.190.227',
ipv6 = '2001:0db8:85a3:000:000:8a2e:0370:7334',
ua = 'Mozilla/5.0 (Windows NT 10.0; Win64; x64) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/105.0.0.0 Safari/537.36',
email = 'Jane.Smith+test@domain.com'; // alternatively, normalize and then sha256 server-side and return the hashed value
// normalize the email string with normalizeEmail() from https://github.com/validatorjs/validator.js/blob/master/src/lib/normalizeEmail.js
const cleansedEmail = normalizeEmail(email);
// set the keys and URL-encode each value
const pdKeys = {
1: CryptoJS.SHA256(cleansedEmail), // requires the crypto-js package https://www.npmjs.com/package/crypto-js
10: encodeURIComponent(ipv4),
11: encodeURIComponent(ipv6),
12: encodeURIComponent(ua),
}
// convert the key/values into a querystring format
const pdRaw = Object.keys(pdKeys).map(key => key + '=' + pdKeys[key]).join('&');
// base64 encode the raw string; this is the final value you can pass into the pd field
const pdString = btoa(pdRaw);