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 contact@id5.io and we’ll get you set up right away.
SSPs may pass the ID5 ID within the OpenRTB bid request to DSPs for logging, user lookup, and bidding usage. While OpenRTB still hasn’t standardized the location for the ID5 ID (or other identity provider IDs), the user.ext.eids array is recommended (but should be agreed upon with your SSP partners):
{
"user": {
"id": "SSP_UID", // remains unchanged
"buyeruid": "DSP_UID", // remains unchanged
"ext": {
"eids": [{
"source": "id5-sync.com",
"uids": [{
"id": "ID5-abc123", // the ID5 ID
"ext": {
// see https://wiki.id5.io/en/identitycloud/id5-id-metadata for more info
"linkType": 2
}
}]
}]
}
}}
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.
For our Platform Privacy Policy, please visit https://id5.io/platform-privacy-policy.