SharedID

The First Step in Building a More
User-Centric Internet

Where publishers control user privacy and their own data

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Why SharedID

Community Owned

1st Party
Component

Preparing For A
Cookieless Internet

The Start of Something Cool

Intro to Prebid

A video overview of Prebid.

Further Reading:

Intro to Header Bidding: Click here
Header Bidding with Prebid: Click here
About User ID Modules Click here
Prebid Formats Click here

How SharedID Works

Overview

The 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 sync IDs with dozens of demand sources, a publisher can choose to integrate with any of a number of ID schemes.

How It Works

The publisher determines which user ID modules to add to their Prebid.js package and consults with their legal counsel to determine the appropriate user disclosures.
The publisher builds Prebid.js by specifying one or more ID sub-modules they would like to include. e.g. “gulp build –modules=____IdSystem”. You also need to add the userId module to your Prebid.js distribution.
The page defines User ID configuration in pbjs.setConfig()
- If the relevant local storage is present or the value of the id is specified in the configuration, the module doesn’t call the URL and instead parses the scheme-dependent format, injecting the resulting ID into bidRequest.userId.
- If GDPR applies, the consent signal from the CMP is hashed and stored in a cookie called _pbjs_userid_consent_data. This is required so that ID sub-modules may be called to refresh their ID if the user’s consent preferences have changed from the previous page, and ensures cached IDs are no longer used if consent is withdrawn.
An object containing one or more IDs (bidRequest.userId) is made available to Prebid.js adapters and Prebid Server S2S adapters.
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.
The page can call pbjs.getUserIds(), pbjs.getUserIdsAsEids(), or pbjs.getUserIdsAsync().

User ID, GDPR, Permissions, and Opt-Out

When paired with the Consent Management module, privacy rules are enforced:

The module checks the GDPR consent string
If no consent string is available OR if the user has not consented to Purpose 1 (local storage):
- Calls to an external user ID vendor are not made.
- Nothing is stored to cookies or HTML5 local storage.

In addition, individual users may opt-out of receiving cookies and HTML5 local storage by setting these values:

_pbjs_id_optout cookie or HTML5 local storage. The value can be anything – if it exists, the user is considered opted out and no userId modules will fire.
_pubcid_optout cookie or HTML5 local storage. This is for backwards compatibility with the original PubCommonID module, as of 5.0 known as the SharedId module. Likewise, the value can be anything.

I have other questions. How do I get them answered?

Email membership@prebid.org