{"id":28313,"date":"2021-05-06T12:41:27","date_gmt":"2021-05-06T10:41:27","guid":{"rendered":"https:\/\/yieldbird.com\/?p=28313"},"modified":"2024-07-22T19:27:12","modified_gmt":"2024-07-22T17:27:12","slug":"will-header-bidding-come-out-on-top-in-the-cookieless-future-thanks-to-prebid-orgs-user-id-module","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/will-header-bidding-come-out-on-top-in-the-cookieless-future-thanks-to-prebid-orgs-user-id-module\/","title":{"rendered":"Will Header Bidding come out on top in the cookieless future thanks to Prebid.org\u2019s User ID module?"},"content":{"rendered":"\n<p class=\"has-normal-font-size wp-block-paragraph\"><strong><span class=\"has-inline-color has-black-color\">Publishers, Advertisers, SSPs and all other kinds of Ad Tech companies have been looking for an alternative solution to third-party cookies since 2017, when Apple released the first version of its ITP.<\/span><\/strong><span class=\"has-inline-color has-black-color\"> <\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">The process of using cookies was never perfect, and according to the most recent research, carried out by IAB, around 50% of users were never available for recognition using this method. Still, it was the market standard and considered to be the best option. Until now, that is.<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>New solutions for the cookieless future<\/strong><\/h2>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">The situation has begun to change, and will continue to do so, as many ID solutions have already been developed and released; including some really cool options, such as Tradedesk\u2019s Unified ID 2.0 or ID5\u2019s Universal ID, to name just two.<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<!-- Begin Mailchimp Signup Form -->\n<link href=\"\/\/cdn-images.mailchimp.com\/embedcode\/horizontal-slim-10_7.css\" rel=\"stylesheet\" type=\"text\/css\">\n<style type=\"text\/css\">\n\t#mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; width:100%;}\n\t\/* Add your own Mailchimp form style overrides in your site stylesheet or in this style block.\n\t   We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. *\/\n<\/style>\n<div id=\"mc_embed_signup\">\n<form action=\"https:\/\/yieldbird.us7.list-manage.com\/subscribe\/post?u=0a65a0626fcc516279eb5d544&amp;id=53c5dbaf01\" method=\"post\" id=\"mc-embedded-subscribe-form\" name=\"mc-embedded-subscribe-form\" class=\"validate\" target=\"_blank\" novalidate=\"\">\n    <div id=\"mc_embed_signup_scroll\">\n\t<label for=\"mce-EMAIL\">Would you like to get the latest AdTech &amp; Digital Marketing news &amp; insights delivered right to your inbox every Friday? Subscribe to The Yieldbird Digest!<\/label>\n\t<input type=\"email\" value=\"\" name=\"EMAIL\" class=\"email\" id=\"mce-EMAIL\" placeholder=\"email address\" required=\"\">\n    <!-- real people should not fill this in and expect good things - do not remove this or risk form bot signups-->\n    <div style=\"position: absolute; left: -5000px;\" aria-hidden=\"true\"><input type=\"text\" name=\"b_0a65a0626fcc516279eb5d544_53c5dbaf01\" tabindex=\"-1\" value=\"\"><\/div>\n    <div class=\"clear\"><input type=\"submit\" value=\"Subscribe\" name=\"subscribe\" id=\"mc-embedded-subscribe\" class=\"button\"><\/div>\n    <\/div>\n<\/form>\n<\/div>\n\n<!--End mc_embed_signup-->\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">One of the most common questions we get from our Publishers is which ID to choose, and how to work with multiple IDs in order to cover the biggest possible part of the lost potential.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Luckily, Prebid.org has approached companies such as Yieldbird, having created and developed a User ID module as a key element of the Prebid Open-Source Header Bidding software suite. Thanks to this tool, as of this moment tens of different modules have been made available in Prebid which Publishers can use to integrate with their selected ID solutions; and there will be more in the future.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">In the eyes of many, this tool has a high chance of helping to establish the \u201cNew Normal\u201d in terms of user recognition and targeting. Of course, such progress will depend a great deal on the individual plans of the browsers.<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/05\/user-id-cookieless-future-header-bidding-1024x632.png\" alt=\"\" class=\"wp-image-28314\"\/><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>What is Prebid.org\u2019s User ID Module\n<\/strong><\/h2>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">This user ID module supports multiple ways of establishing pseudonymous IDs for users, which is an important way of increasing the value of Header Bidding. Instead of having several exchanges syncing IDs with dozens of demand sources, a Publisher can choose to integrate with any number of ID schemes.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">This module generates, stores, and transmits standardized IDs within the bidstream, and it is open to standardized ID vendors who may look to provide their sub-modules to specific content creators.<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/05\/Adoption-of-User-ID-Modules-by-Prebid-Adapters-1024x633.png\" alt=\"\" class=\"wp-image-28315\"\/><figcaption><em><a href=\"https:\/\/id5.io\/news\/index.php\/2020\/05\/15\/adoption-of-shared-id-solution-accelerates\/\" target=\"_blank\" rel=\"noreferrer noopener\">Adoption of User ID Modules by Prebid Adapters<\/a>, ID5, May 2020.<\/em><\/figcaption><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">There are over 20 universal ID sub-modules currently available within the Prebid User ID module, including <strong>britepoolId, criteo, id5Id, identityLink, liveIntentId, netId, parrableId, pubCommonId, pubProvidedId, sharedId, unifiedId,<\/strong>which can be implemented also via the most common wrappers on the market, such as Rubicon, Adform or 33across.<\/span><\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>How Prebid.org\u2019s User ID Module works\n<\/strong><\/h2>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Prebid\u2019s module allows Publishers to access a number of standardized identity solutions at the same time, which comes in handy when filling in gaps on different geos or verticals.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">With the use of this tool, Publishers are able to take advantage of first-party data in the Header Bidding wrapper and determine which IDs refer to which buyers. Publishers and DSPs can also recognize and understand the user data much better, which improves the performance of the whole process even more.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">In overview, the process looks as follows:<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">1. The Publisher determines which user ID modules to add to their Prebid.js package and consults with their legal counsel in order to determine the appropriate user disclosures.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">2. The Publisher builds Prebid.js by specifying one or more ID sub-modules they would like to include. e.g. \u201cgulp build \u2013modules=____IdSystem\u201d. You also need to add the userId module to your Prebid.js distribution.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">3. The page defines User ID configuration in pbjs.setConfig()<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">4. When setConfig() is called, and if the user has consented to storing IDs locally, the module is invoked to call the URL if needed. If the relevant local storage is present, the module doesn\u2019t call the URL and instead parses the scheme-dependent format, injecting the resulting ID into bidRequest.userId.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">5. An object containing one or more IDs (bidRequest.userId) is made available to Prebid.js adapters and Prebid Server S2S adapters.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">6. In addition to bidRequest.userId, bidRequest.userIdAsEids is made available to Prebid.js adapters and Prebid Server S2S adapters. bidRequest.userIdAsEids has userIds in ORTB EIDS format.<\/span><\/p>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">The User ID module from Prebid is one of the first really collaborative steps in terms of a standardized approach to replacing third-party cookies.<\/span><\/p>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/yieldbird.com\/wp-content\/uploads\/2021\/05\/User-ID-module-from-Prebid-1024x633.png\" alt=\"\" class=\"wp-image-28318\"\/><\/figure>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">Unlike solutions based on probabilistic identification, the module uses Publisher common IDs created with the use of deterministic matching. This kind of approach allows for appropriate ads to be displayed for relevant users, which not only increases the total match rate but also the bid rates and the eCPMs which Publishers can earn for their audiences.<\/span><\/p>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 style=\"font-size: 20px\"><strong>How Prebid.org\u2019s User ID Module works\n<\/strong><\/h2>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">The solution remains far from perfect, and we need to wait and see what will be the final adoption rate, as well as the browser approval for such activity; but I think it\u2019s safe to say that the Prebid User ID module looks like one of the safest bets in the race for the the 3rd-party cookie replacement.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><span class=\"has-inline-color has-black-color\">At Yieldbird, we implemented Prebid\u2019s User ID module several months ago in order to help our Publishers better identify users and segment them for efficient, targeted advertising.<\/span><\/p>\n\n\n\n<p class=\"has-normal-font-size wp-block-paragraph\"><a href=\"https:\/\/yieldbird.com\/quickwrap\/\"><strong><span style=\"color:#ff2450\" class=\"has-inline-color\">QuickWrap, Yieldbird&#8217;s Header Bidding solution<\/span><\/strong><\/a><span class=\"has-inline-color has-black-color\">, simplifies the usage of multiple IDs which boosts Publishers\u2019 Programmatic monetization by providing Advertisers with the required audience so as to realize only profitable ad campaigns. If you want to learn more about the details, please let us know!<\/span><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons aligncenter is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-color has-background\" href=\"https:\/\/yieldbird.com\/quickwrap\/#contact-section\" style=\"border-radius:5px;background-color:#ff2450;color:#fffffa\">Schedule a consultation<\/a><\/div>\n\n\n\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link has-text-color\" href=\"https:\/\/yieldbird.com\/quickwrap\/\" style=\"border-radius:5px;color:#ff2450\">About QuickWrap<\/a><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\"><\/div>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Publishers, Advertisers, SSPs and all other kinds of Ad Tech companies have been looking for an alternative solution to third-party cookies since 2017, when Apple released the first version of its ITP. The process of using cookies was never perfect, and according to the most recent research, carried out by IAB, around 50% of users [&hellip;]<\/p>\n","protected":false},"author":49,"featured_media":28314,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[28],"tags":[],"content-category":[],"class_list":["post-28313","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-tech"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/28313","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/users\/49"}],"replies":[{"embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/comments?post=28313"}],"version-history":[{"count":1,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/28313\/revisions"}],"predecessor-version":[{"id":33356,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/posts\/28313\/revisions\/33356"}],"wp:attachment":[{"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/media?parent=28313"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/categories?post=28313"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/tags?post=28313"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/yieldbird.com\/research-hub\/wp-json\/wp\/v2\/content-category?post=28313"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}