The ID5 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 ID5 ID and improve their user recognition capabilities. The ID5 ID is designed to respect users' privacy choices and publishers preferences throughout the advertising value chain.
Before getting started with the ID5 ID, we need to make sure you have an ID5 Partner account. If you are not already integrated with ID5, reach out to email@example.com and we’ll get you set up right away.
Data integrations between platforms are custom with no industry standards to go by. As such, you will need to work with your inbound or outbound data partner to determine the best way to receive or pass the ID5 ID with them. However, we’ve experienced some of these integrations and have the following tips and best practices to share.
If you’d like to hear more about how other platforms have addressed this or would like to seek advice, reach out to ID5 at firstname.lastname@example.org and we’d be more than happy to provide you some best practices and consulting to help make your integration work.
If data is passed using JSON, rather than just pass a field called “id” (which could contain the inbound or outbound partner's UID), we recommend using (or creating) a user ids array that can contain multiple ids: the receiving partner's, the sending partner's, and shared IDs like ID5. An example may look like this:
... // additional data fields
If data is passed using flat files, typically it is agreed ahead of time whether to use the receiving partner’s or the outbound partner’s UID for all rows of data received, along with a file format for passing data. We suggest adding a field in the file format to accept a shared ID like ID5, in addition to, or instead of, the existing UID being used.
ID5 encrypts the ID in order to enforce the privacy preferences of the consumer and the publisher. To learn more about how to decrypt the ID, please visit Decrypting the ID5 ID (login required).
ID5 has built a privacy-by-design shared ID service for publishers and ad tech vendors. Our service leverages the IAB’s Transparency and Consent Framework (TCF) and US Privacy Framework to capture the user’s privacy preferences.
As a shared ID provider, ID5 acts as a Controller of the ID5 ID, and thus, we must receive a valid legal basis to process requests. When we receive a request for the ID5 ID, we check that we have a legal basis to store our user ID in a cookie before proceeding; if we don’t have one, we do not read our cookie or write to it as part of the HTTP response.
When ID5 returns an ID to the page, the value is encrypted in such a way that only platforms that have authorization to process data (based on the consumer’s and publisher’s privacy preferences) are able to decrypt the string back to a stable ID. By doing so, ID5 enforces privacy preferences and regulations, ensuring that no downstream party can understand the ID without the proper legal basis to do so. When the ID is non-decryptable, the request is truly anonymized, preventing any personal data from being retrieved or processed.