We’re excited to announce the general availability of the Identity Library™, a simple solution that extends our industry-leading identity functionality to all media owners, regardless of their chosen header bidding solution.
Restoring balance to the trusted web
Today, 60% of the total time consumers spend online is on the trusted web. However, the trusted web earns significantly less media spend compared to the walled gardens. This disparity between media spend allocation and time spent is due to the effectiveness of identity-first advertising offerings, such as custom audiences and customer match.
These offerings allow buyers to easily reach and re-engage their key customers across digital environments. Unfortunately, these products have historically only been available within the walled gardens, limiting buyer choice and reducing addressability.
With the IX Library, and together with key identity graph partners, we began to address this imbalance by enriching bid requests with identity data, unlocking the ability to run people-based buying on the trusted web. It laid the groundwork to improve the ecosystem for all, not some. The release of the Identity Library is the next step in the journey of democratising digital advertising.
Supporting media owners’ right to choose
Our investments in identity are designed to offer partners a choice beyond the walled gardens. We developed the Identity Library to bring the real-time identity (RTI) adapters and their benefits to media owners using any header bidding technology, such as Prebid. Not only does the Identity Library provide solutions to unlock people-based advertising for the trusted web, it also enables common identifiers, which reduces reliance on legacy third-party cookie solutions.
One Identity Library, many integrations
The Identity Library is designed to operate seamlessly with a media owner’s header bidding technology through a simple installation. For media owners using Prebid version 2.11.0 or higher, there is no need to modify HTML code or open a ticket with your development team. You simply need to copy and paste the Identity Library URL into the <head> section of your site. You should place the Identity Library above the Prebid instance. The Identity Library will then handle everything else. For header bidding technology other than Prebid, you can find integration details on our Knowledge Base.
Once the Identity Library is integrated, the RTI adapters are activated, and identity data is shared with the header bidding technology. Using a presence-based design, the RTI adapters only need to make a network call if an identifier is not present. Index Exchange‘s Prebid adapter will automatically detect the Identity Library, and enrich the Index Exchange bid requests with available identity data.
Media owners who implement the Identity Library can enrich bid requests with people-based graphs and common identifiers, including:
- LiveRamp’s IdentityLink
- The Trade Desk’s Unified ID
- LiveIntent’s People-based Graph (in Beta)
- Merkle’s M1 graph*
Media owners have total control to enable and disable individual RTI adapters within the Identity Library UI. All Ad ID Consortium identifiers can be shared with other bidding adapters set up in the publisher’s header bidding technology. By sharing identifiers, the industry can increase buyer addressability while reducing the number of network calls, resulting in a better consumer experience and a better performing digital advertising solution.
The Identity Library represents a milestone on our journey to democratise digital advertising. We’re looking forward to sharing our continued collaboration with leading identity partners.
If you’d like to learn more, detailed documentation is available on our Knowledge Base, or you can contact your account representative to begin the next steps for implementation.
*M1 eligibility subject to approval from Merkle / DentsuBack to blog