OpenAds user identity

Identity configuration is the single biggest performance lever on OpenAds used to tackle identity deficits and reward high-quality signals. OpenAds mirrors user ID modules the same way Prebid does, using the oajs.setConfig() function call to configure a list of userSync.userIds objects.

These user ID modules let you decorate requests with user IDs of various types and different providers. By including user ID modules, the auction has more signals and allows bidders to assess the value of the user, leading to higher CPMs for more detailed visitors.

What you need to know

Here's what you need to know about user ID modules in OpenAds:

• The names of the OpenAds.js user ID modules match the Prebid.js implementation; however not all user ID modules in Prebid are supported in OpenAds. For details, see OpenAds user ID modules.
• To configure multiple different types of user ID modules, use the userIds array.
• Usage of certain user ID modules may require consent in some cases. For details, see Consent management.
• When you run OpenAds.js alongside an existing Prebid.js wrapper, the two environments are completely independent. ID modules do not carry over between them and can require synchronization. For details, see OpenAds synchronization.

This guide highlights OpenAds configuration for user ID modules, storage settings, and consent management.

OpenAds user ID modules

Each user ID module conforms to a consistent set of publisher controls. The following table lists the modules OpenAds supports.

NOTE: The OpenAds wrapper ignores modules not listed, even if they're present in the build.

The following sections provide examples of user ID modules for UIDs.

UID2 (client-side)

UID2 is the primary identity signal used by The Trade Desk. The following is an example client-side configuration that integrates OpenAds with the UID2 identity module.

oajs.setConfig({
  userSync: {
    userIds: [
      {
        name: 'uid2',
        params: {
          subscriptionId: 'YOUR_SUBSCRIPTION_ID_PLACEHOLDER',
          serverPublicKey: 'YOUR_SERVER_PUBLIC_KEY_PLACEHOLDER'
        },
        storage: {
          type: 'cookie',
          name: '__uid2_advertising_token',
          expires: 14
        }
      }
    ]
  }
});

Unified ID

Unified ID (also known as TDID) is a legacy identifier that uses cookies. OpenPath users can use the following configuration.

IMPORTANT: If you're on an alternate supply path, create a real-time cookie sync and provide the cookie-mapping partner ID in params.partner. For details, see Cookie syncing.

oajs.setConfig({ 
  userSync: { 
    userIds: [ 
      {
        name: 'unifiedId',
        params: {
          partner: 'YOUR_PARTNER_ID_PLACEHOLDER'
        },
        storage: { 
          type: 'cookie',
          name: 'oajs-unifiedid',
          expires: 60 
        }
      }
    ]
  }
});

Consent management

OpenAds enforces consent at the bid level using a Consent Management Platform (CMP) for General Data Protection Regulation (GDPR) and Global Privacy Platform (GPP), and mirrors the same standard as Prebid.

IMPORTANT: If consent management is not set when it applies to your audience, bids are filtered out.

The following are guidelines for consent management in OpenAds:

• Determine which regulations apply:
  • If your audience is primarily in the European Economic Area or the United Kingdom, collectively referred to as GDPR Regions, set the defaultGdprScope field to true so consent is always requested before the CMP loads.
  • If your audience is primarily in a US state, check if GPP applies.
• Configure for multiple frameworks or wrappers as needed:
  • If you use both TCF and GPP, include both objects under a single consentManagement object.
  • If you are using multiple wrappers, your consent configuration must align across each wrapper. Inconsistent consent signals across multiple wrappers can cause bid suppression in regulated geographies.

GDPR

GDPR is a comprehensive data privacy and protection law that imposes obligations onto organizations worldwide if they target or collect data related to people in the European Union (EU) and the European Economic Area (EEA). TCF is an accountability standard developed by IAB Tech Lab to facilitate compliance with certain provisions of the ePrivacy Directive and the GDPR.

The following is an example OpenAds configuration with a CMP for GDPR.

oajs.setConfig({
  consentManagement: {
    gdpr: {
      cmpApi: 'iab',
      timeout: 8000,
      defaultGdprScope: true
    }
  }
});

TIP: If you are part of the IAB TCF Global Vendor List (GVL) and receive an error related to GVL mapping, check your gvlMapping configuration.

GPP

GPP supports several regulations in US states, such as the California Consumer Protection Act (CCPA), California Privacy Rights Act (CPRA), Colorado Privacy Act (CPA), and others.

The following is an example OpenAds configuration with a CMP for GPP.

oajs.setConfig({ 
  consentManagement: { 
    gpp: { 
      cmpApi: 'iab',
      timeout: 2000 
    }
  }
});

Next steps

After you've configured your user ID modules, add the oa.js script into your website for activation.