Originating IDs

An originating ID (OGID) is the identifier used to target a user, such as a raw UID2, UID2 token, or RampID, sourced from your first-party or third-party data segments. It is used to ensure the identifier a vendor originally used to target a user is preserved in reporting, even if the impression was purchased using a different identifier. This ensures accurate attribution and measurement across devices, platforms, and environments, even when identity expansion or cross-device mapping is used. For details, see Benefits.

OGIDs do not introduce new IDs. They can be found in your first-party or third-party data segments and are already known to you. These IDs are available only when targeting is based on an identifier (non-contextual or non-programmatic guaranteed). Otherwise, legacy IDs—the ones used to purchase impressions—are returned.

To turn on the ability to receive OGIDs, contact your Technical Account Manager. The following sections describe the REDS feed columns used for reporting OGIDs and outline more benefits from using OGIDs.

OGID anatomy

In the REDS Impressions feed, OGIDs are represented by the following columns that provide the ID string and its metadata.

Field (Column) Description Value Example
CombinedIdentifier The unique ID associated with the impression. It is not a combination of several IDs. Instead, it's a single ID per impression. For example, it could be a UID2 token or a RampID, but not both. EDv0iE0Clo02RRCZXQK4+PWM0a6Gbl3q2/Il4j4upyH7
CombinedIdentifierType The type of the ID specified in the CombinedIdentifier column. RawUID2
CombinedIdentifierForm Identifies the provided ID string in the CombinedIdentifier column as the originating ID. Originating

For details, see REDS impressions feed columns.

Benefits

The following table outlines the advantages of using OGIDs.

Benefit Description
Improved durability
  • High-quality IDs remain relevant longer.
  • Provides consistent log delivery.
  • Provides ID stability across all channels and stages of reporting.
  • Improves cross-device conversion tracking.
Easier reconciliation
  • Keeps RampIDs, UID2s, and EUIDs consistent throughout the impression reporting process.
  • Supports cross-platform data integration with other sources, such as DSPs and media partners.
Better matching Eliminates "graph cross-walking," increasing match rates and conversion coverage.
Cross-channel attribution Supports seamless sharing of UID2s and RampIDs across the UID2 ecosystem.
Seamless sharing Allows frictionless sharing of UID2s, EUIDs and RampIDs through the schema.