Dual-Channel Identity 10 Server Identity Server uids Cookie Prebid Server Client Demand Partners 1 user.eids 2 cookie sync 3 buyeruid 4 OpenRTB 5 bids 6 winner P_
Dual-Channel Identity Server Identity 10 Two channels, neither direct. user.eids 1 arrive in the request body from client userId modules. Cookie sync 2 is harder: redirects write matched UIDs to a uids cookie on the PBS host via /setuid. Trap: uids lives on a host neither publisher nor bidder controls. Sync needs a prior visit, so pageview one is always identity-poor. See 4 . FIELD NOTES → uids cookie hits 4KB cap at ~30 bidders; user.eids has no cap → ITP on Safari/FF blocks 2 , no cookie sync → Identity gap vs client-side cuts PBS CPMs by ~20% on the first visit P_ atd.postindustria.com/10

How It Works

Two channels, neither direct. `user.eids` [1] arrive in the request body from client `userId` modules. Cookie sync [2] is harder: redirects write matched UIDs to a `uids` cookie on the PBS host via `/setuid`. Trap: `uids` lives on a host neither publisher nor bidder controls. Sync needs a prior visit, so pageview one is always identity-poor. See {4}.

Field Notes

  • `uids` cookie hits 4KB cap at ~30 bidders; `user.eids` has no cap
  • ITP on Safari/FF blocks [2], no cookie sync
  • Identity gap vs client-side cuts PBS CPMs by ~20% on the first visit

Questions about Dual-Channel Identity?

Get expert guidance from our team. We'll help you implement it.