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Wether you have chosen Equativ as your adserver and/or using it as a prebid bidder or your main programmatic ssp, first-id can be leveraged in many ways to cover your activations without any browser limitations, across all your users.

How can I do that ?

⚠️ IMPORTANT ⚠️ it’s important to get in touch with your Equativ contact before sending the first-id as this may be subject to specific integrations or activations , like DMP api onboarding, or capping based on extended ids

💡 NOTE : ​Please note that this article is a narrowed, first-id contextualized version of this more complete article on Equativ knowledge base


To embrace the cookieless user identification era, Equativ 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 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 system; see list of supported providers below in chapter “Logging”
  • Equativ 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 the Equativ Monetization Platform
  • 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": "first-id.fr",
    "uids": [{"id": "c61f9ef05a94c77d9c3bddb7ab6fb2ed" (...)


The list below indicates if your type of integration with Equativ is compatible with first-id :

  • smart.js library
  • Video plugin
  • Embedded ad Manager
  • Standalone Vast request
  • Connected TV
  • Adressable TV

Header bidding integration :

  • Prebid.js
  • Prebid Server
  • Holistic+
  • Managed holistic+

Server to server :

  • Post Ad API
  • Get Ad API

Sending first-id as extended Ids in web environments (smart.js)

You can send extended Ids in web environments where Equativ’s “smart.js” library is used (more details about the library in the Tagging guide). This section describes the manual setup of the transfer. For the automated transfer, see previous section.

In case of the manual transfer, extended Ids are sent using the method sas.setEids(eids), which is available for both Generic POST and OneCall POST requests. The structure of the eids must follow the IAB’s AdCOM 1.0 specification.
Payloads can be base64 encoded (see example below).

The sas.setEids(eids), method must be called before the actual ad request is sent – for more details, get back to the user identification provider.

Example OneCall POST :

sas.cmd.push(function () {
 sas.setEids([
 {
   source: "first-id.fr",
   uids: [
    {
      atype: 1,
      id: "c61f9ef05a94c77d9c3bddb7ab6fb2ed", //First-id token
      ext: {
        linkType: 0
      }
     }
    ]
  },
]);
});
 sas.cmd.push(function () {
  sas.call("onecall", {
   siteId: 317777,
   pageId: 1232599,
   formats: [{
     id: 84313,
     tagId: "sas_tag_001"
    }],
   target: 'iid=9448189'
  });
 });
</script>


Example Generic POST :

//Call this method as soon as the values are available from first-id
sas.cmd.push(function () {
 sas.setEids([
 {
   source: "first-id.fr",
   uids: [
    {
      atype: 1,
      id: "c61f9ef05a94c77d9c3bddb7ab6fb2ed", //First-id token
      ext: {
        linkType: 0
      }
     }
    ]
  },
]);
});
 sas.cmd.push(function () {
  sas.call("std", {
   siteId: 317777,
   pageId: 1232599,
   formatId: 84313,
   tagId: 'sas_tag_001',
   target: 'iid=9448189'
  });
 });
</script>

Sending extended Ids in Holistic+ integrations

A Holistic+ integration consists in a competition of direct campaigns, bids from Equativ’s demand partners as well as bids from header bidding – the highest CPM wins the competition.

The configuration of prebid.js is done client-side:

  • implement and configure the User ID Module provided by prebid.js
  • retrieve the eid object using the pbjs.getUserIdsAsEids() method from prebid.js
  • call sas.setEids() from smart.js with the eid object that was just retrieved from prebid.js (for more details, see chapter “Sending extended Ids in web environments (smart.js)” above

Sending extended Ids in Managed Holistic+ integrations

A Managed Holistic+ integration is similar to Holistic+ integrations (see previous chapter) but the administration of prebid.js is done directly in the Managed Holistic+ UI provided by Equativ.

The setup in the UI is explained in chapter “User ID configuration” in the Managed Holistic+ article.

Note that the extended Ids are sent to Equativ automatically using the sas.setEids() method (there are no further manual steps required).

Sending extended ids with Equativ’s video plugin

Read the according technical documentation (chapter “Extended user identification options”) which also provides a sample of the eids JSON configuration.

Sending extended Ids in DMP integrations

Equativ supports one preferred extended Id provider per DMP; please get back to your contact at Equativ and indicate the provider whose extended Ids (alternative Ids) you intend to use; more details in DMP Integration API

Logging

Equativ logs the presence of a provider’s user id in the ad request with this form.

  • the provider as sent in the source field (see “Sending extended ids with OneCall” above) : first-id.fr
  • the provider name : First ID
  • the Id Equativ assigns to the provider : 35

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 also supports frequency capping based on extended ids.

⚠️ This feature requires activation in your network – please reach out to your contact at Equativ 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.

Once the provider is enabled in your network, Equativ 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 (more details about the uid parameter here).

Reports

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

Sshot Equative Report


  • Extended Ids – in programmatic reports only; indicates the extended user Ids from user identification providers that were sent in the ad call to Equativ
  • 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; pid is a user Id defined by Equativ and stored in a Equativ cookie called “pid”; uid is a publisher specific user Id; if a uid is present in the ad request, it overrides the pid


💡 TIP : ​Installing/using our notre SDK can greatly simplify the process of retrieving the first-id identifier and passing it on to your adserver.