EIDs Switchboard

Resolve ad requests data to demand side identifiers in real-time with the data in your ID graph

What is the EIDs Switchboard?

The Extended IDs (EIDs) Switchboard enables publishers to configure, enable, and disable various extended user identifiers based on directly identifying user information such as a hashed email address or phone number.

In a typical deployment, publishers initiate calls to the Optable Edge Targeting API from their websites and applications. The Edge Targeting API uses one or more publisher-supplied lookup IDs (e.g., PPID, ID5 ID, IP, or any supported identifier type) to resolve associated user identity cluster data from the ID graph that the publisher has assembled in their DCN. Based on the configuration in Switchboard, selected identifiers linked to the supplied lookup IDs are returned by the API to the caller. Additionally, demand side EIDs (e.g., UID 2.0, Yahoo Connect ID, Criteo HEM Encryption API, etc.) that have been enabled in Switchboard are automatically resolved -- using email and phone identifier data associated with the publisher's lookup IDs -- and are returned to the caller. The caller can then enrich ad requests with additional identifiers to holistically improve demand-side addressability and measurement.

Why use the EIDs Switchboard?

Switchboard enables real-time publisher-side identity resolution and activation into the OpenRTB bid stream. For advertisers, identity resolution with publisher data enables user-level addressability and measurement across a plethora of demand platforms, based on known user identity systems, like hashed email addresses and phone numbers.

For publishers, Switchboard provides a simple workflow enabling customizable identity resolution which ultimately improves ad yields associated with known users. In particular, the server-side resolution of identity tokens (EIDs) built into Optable removes the need for publishers to send hashed PII to client browsers, thus improving data security by reducing sensitive information leakage.

Which EIDs are currently supported?

The currently supported extended identifiers are listed below, along with requirements associated with their enablement, and their required configuration fields.

Publisher PAIR ID

IAB Tech Lab PAIR is an open protocol for matching and targeting using sensitive first-party data such as email addresses in a secure and privacy protected way. Using PAIR, publisher and advertiser clean rooms can match privately encrypted email addresses, and the advertiser can target ads to the overlapping users without either party learning which individual users are in the overlap. The publisher PAIR secret key and shared salt are managed and automatically rotated by your Optable DCN and PAIR clean rooms can be configured in Optable Collaborate. Publisher PAIR IDs are encrypted from salted and hashed emails resolved by the Edge Targeting API.

You can enable or disable publisher PAIR ID resolution at any time.

Unified ID 2.0

Unified ID 2.0 is an open-source identity solution built for the open internet. UID 2.0 leverages encrypted email and phone number data to provide a privacy-conscious, secure, and accurate identity standard for the entire digital advertising ecosystem. Optable is a private UID 2.0 operator that enables low latency and high throughput deployments of UID 2.0 in both client and server side environments. UID 2.0 Tokens are encrypted from hashed emails or phone numbers resolved by the Edge Targeting API.

To enable UID 2.0 resolution you must first click to request approval. Once you have made the request, your Optable account representative will contact you to perform a data review and ensure that you have accepted the additional terms associated with UID 2.0 token deployment. Upon approval you will be able to enable or disable UID 2.0 token resolution at any time.

Yahoo Connect ID

Yahoo Connect ID is a privacy-centric solution to bridge the identity gap while continuing to generate revenue for publishers amidst the changes in signal loss and privacy regulations due to the ongoing evolution of the identity landscape. Yahoo Connect IDs are returned from hashed emails resolved by the Edge Targeting API.

To enable Yahoo Connect ID resolution you must first click to request approval. Once you have made the request, your Optable account representative will contact you to perform a data review and ensure that you have accepted the additional terms associated with Yahoo Connect ID deployment. Upon approval you will be able to enable or disable Yahoo Connect ID resolution at any time. To enable Yahoo Connect ID resolution, you will need to configure a valid Yahoo Connect publisher ID, client ID, and client secret. To obtain the latter please see the Obtain Yahoo Credentials section in the Yahoo Connect ID documentation.

Criteo HEM Encryption API

Criteo is a leading commerce media platform enabling advertisers, retailers, and publishers to activate and monetize audiences everywhere shoppable moments happens. Criteo's HEM Encryption API is used to encrypt hashed emails resolved by the Edge Targeting API.

To enable Criteo HEM Encryption API, you must first click to request approval. Once you have made the request, your Optable account representative will contact you to perform a data review and ensure that you have accepted the additional terms associated with deployment. Upon approval you will be able to enable or disable Criteo HEM Encryption API resolution at any time.

Epsilon PubLink ID

Epsilon is a leading provider of data, technology and services for marketers to understand consumers, engage them with one-to-one marketing and learn from each interaction. Epsilon's PubLink IDs are returned from hashed emails resolved by the Edge Targeting API.

To enable Epsilon PubLink ID resolution you must first click to request approval. Once you have made the request, your Optable account representative will contact you to perform a data review and ensure that you have accepted the additional terms associated with Epsilon PubLink deployment. Upon approval you will be able to enable or disable Epsilon PubLink resolution at any time. To enable Epsilon PubLink resolution, you will need to configure a valid Epsilon API key.

Custom

Any of the identifiers you've configured in your Optable DCN can be resolved and returned by the Edge Targeting API.

The Optable EIDs tile in the Switchboard UI enables you to select and return any identifiers that are part of the ID graph assembled in your DCN, and that are linked to the lookup ID(s) that you supplied in your call to the Edge Targeting API. This includes custom identifiers stored in your ID graph.