How to Implement the Lotame User ID Module in Equativ (fka Smart Adserver)

OVERVIEW

Equativ (Smart Ad Server) is an ad server and natively integrated SSP. Details on implementing the Lotame User ID Module are detailed in this article. To learn more about Equativ( Smart Adserver) and their Identity support please visit their help content at https://help.smartadserver.com.

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Smart’s Extended IDs (EIDS) Support

To embrace the cookieless user identification era, Equativ (Smart) follows the Extended Identifiers (eids) specification (see IAB OpenRTB 3.0 specification and IAB AdCOM v1.0 specification). Extended Ids are sometimes referred to as "alternative Ids".

At this time, Equativ (Smart) supports extended Ids as follows:

• publishers can sign up with a supported user identification provider and send the user Ids in ad calls to Equativ's (Smart) system; see list of supported providers below in chapter “Logging”

• Equativ (Smart) logs the presence of a user Id from a supported provider in the ad call and makes it available in the Reporting API as an additional dimension; extended Id statistics are not yet available in Equativ (Smart’s user interface)

• Equativ (Smart) forwards all eids received in the ad calls to the DSPs in the bid requests as shown in this example:

{ "user": {
"ext": {
"eids": [{
  "source": "id5-sync.com" // the ID provider,
    "uids": [{"id": "ID5-abc123" // the Universal ID

General Guidelines

Equativ (Smart) recommends to implement these guidelines:

• start contacting and implementing user identification providers as soon as possible - it is free for publishers (see list of  providers below in chapter “Logging” and in the User ID module documentation of prebid.js)

• choose user identification providers depending on your individual integration (smart.js, prebid.js etc. - see "Sending extended Ids to Equativ (Smart) by integration type" below

• get back to Equativ (Smart) in case of questions, concerns, or issues

Sending extended Ids with prebid.js

In case of Equativ (Smart) as a bidder in prebid.js, Equativ (Smart) prebid.js adapter automatically looks for eids, if they are provided by the publisher. This requires the implementation of the prebid.js User ID Module (see also chapter "User sync configuration" in Header Bidding with Prebid.js - client-side integration). Upgrading to the latest prebid.js version is recommended.

Logging

Equativ (Smart) logs the presence of a provider’s user id in the ad request.

The table below shows the supported providers with:

• the provider as sent in the source field (see "Sending extended ids with OneCall" above)

• the provider name

• the Id Smart assigns to the provider

Provider (source field)	Provider name	Smart Id
Unknown	Unknown	0
adserver.org	Unified ID	2
pubcid.org	PubCommon	3
liveramp.com	Identity Link	4
id5-sync.com	ID5	5
criteo.com	Criteo	6
digitru.st	Digitrust	7
netid.de	netID	8
sharedid.org	Shared Id	9
britepool.com	BritePool	10
quantcast.com	Quantcast	11
intentiq.com	IntentIQ	12
neustar.biz	Neustar Fabrick	13
audigent.com	Halo ID	14
zeotap.com	Zeotap IDplus	15
idx.lat	Retargetly IDx	16
liveintent.com	LiveIntent	17
crwdcntrl.net	Lotame Panorama	18
merkleinc.com	Merkle ID	19
parrable.com	Parrable ID	20
admixer.net	Admixer ID	21
nextroll.com	Nextroll ID	22
novatiq.com	Snowflake ID	23
tapad.com	Tapad ID	24
verizonmedia.com	Verizon Media ConnectID	25
mediawallahscript.com	OpenLink ID	26
deepintent.com	Deepintent	27
hcn.health	DMD	28
amxrtb.com	AMX	29
uidapi.com	Unified ID 2.0	30
akamai.com	Akamai DAP	31

 

Frequency Capping Based on Extended IDs

By default, frequency capping is implemented with a cookie (cookie name: pid) that contains a unique user id to identify the user (more details about frequency capping here).

Since third party cookies are increasingly blocked by browsers, Equativ (Smart) also supports frequency capping based on extended ids. This feature requires activation in your network - please reach out to your contact at Equativ (Smart) to have it enabled. Note that only one provider can be enabled per customer network to be used as an alternative to cookie based frequency capping (list of providers below in chapter “Logging”).

Once the provider is enabled in your network, Equativ (Smart) will use this provider's ids to implement frequency capping whenever an ad call does not contain any user id from the pid cookie nor any user id sent through the uid parameter.

Reports

To create a report, go to Reports > Create a report and scroll to the "Quality & Privacy" section:

• Extended Ids - in programmatic reports only; indicates the extended user Ids from user identification providers that were sent in the ad call to Equativ (Smart)

• User Identity - in direct and programmatic reports; indicates the number of times a uid ("Has User Uid") / pid ("Has User Pid") was or was not sent in the ad requests to Equativ (Smart); pid is a user Id defined by Equativ (Smart) and stored in a Equativ (Smart) cookie called “pid”; uid is a publisher specific user Id; if a uid is present in the ad request, it overrides the pid