Reconcile the known proposals for identity in OpenRTB 3.0.
- OpenRTB 2.6/3.0 proposal: Person-based Identifier from LiveRamp
- OpenRTB 2.6 or 3.0 proposal: Cross-device matches from ShareThrough
- DigiTrust OpenRTB extension from DigiTrust
- Support for x-device models in bid-stream
- Allow for the ecosystem of "single IDs" (lol)
These three proposals are extremely similar but differ in two basic ways
- Definition of what an ID represents (IDFA vs cookie)
- Array vs single value
-
Are these the right problems to solve and is it the right time to solve them?
-
(2) is clearly necessary for the x-device use cases (many "users" will have multiple browsers or devices).
-
Is (1) necessary or helpful in any way?
-
The Sharethrough proposal calls for the inclusion of a
make
attribute ("Apple"). Is this useful in any way? -
What level of complexity are DSPs prepared to accept?
- Call these
eids
rather thantpid
. These may not necessarily be "third party IDs" ("tpid") at all. They are likely to be "first party" IDs which belong to the DSP but were sourced or linked by a technology provider. - Allow for an array of values by source.
- Allow for extensions at the ID level rather than
source
. - Standardize the
source
value as a top-level domain withoutwww
. - Keep it simple.
Field | Scope | Type | Default | Description |
---|---|---|---|---|
eids | optional | array | - | An array comprising various third party IDs for the user |
eids.source | required | string | - | Source or technology provider responsible for the set of included IDs. Expressed as a top-level domain |
eids.uids | required | array | - | Set of IDs from the given source . |
eids.uids.id | required | string | - | Cookie or platform native identifier |
eids.uids.atype | recommended | integer | - | Type of user agent the match is from. See agent types table. |
eids.uids.ext | optional | object | - | Exchange-specific extension object |
Type ID | Name | Description |
---|---|---|
1 | Web | Web browser (on any physical device), would signal to expect a Cookie id - typically sent in the format of the buyer’s id previously determined via cookie sync. |
2 | App | In-app impressions, which will typically contain a type of device id (or rather the privacy-compliant versions of device IDs). |
500+ | Exchange specific |
"user": {
"id": "aaa",
"buyerid": "xxx",
"eids": [
{
"source": "x-device-vendor-x.com",
"uids": [
{ "id": "yyy", "atype": 1 },
{ "id": "zzz", "atype": 1 },
{ "id": "DB700403-9A24-4A4B-A8D5-8A0B4BE777D2", "atype": 2 } ]
},
{
"source": "digitru.st",
"uids": [
{
"id": "IPl4zj44Rhez/VyNE83bYfoz59H5GCIQrfCdAVyN51zcsme0faoH/qfLBijMQEazqGewXTZsMwMfZqwne8x4eAVeNmAx7iPpk7bpGYp71GUZyysbEEReDYEMJ2hNSldGTT9UExI62HvXuBM16X121r0i8Tko2Bps84tQFWb4lJeun/nRzYwj3ehUGjkE3UOxvHoplNqA43n25pRjgUkUVTR6i/UBWwD4C9dN0bXALC+grpTVLv5Vl4PJ4ir7twHLLow539N3ETb0cHt8GN+VweHBc2dGmqUTNQxGUZxBA21omEmotXpfqRKrHUo4fm/O9NFgYRN6W8LaCy3USy8dPQ==",
"atype": 1,
"ext": {
"keyv": 4
}
} ]
},
{
"source": "stat-id-vendor-z.org",
"uids": [
{
"id": "0db20294a3908612bc7e732c2022095391074cf3",
"atype": 1,
"ext": {
"confidence": 0.75
}
} ]
}
]
}