What are Universal IDs and how do they help publishers?

Reading time: 5 minutes

How easier or more complicated would your work be as a publisher if you can’t manage third-party cookies? Most probably, your publishing processes will be more cumbersome and tedious. But, with Universal IDs, whatever browser you’re using can recognize your user identification by determining your match.

This deterministic matching will help search engines identify your identity on multiple devices and platforms without duplication. But, there’s more to enjoy with Universal IDs. So, read on to understand what Universal IDs are and how they can help publishers.

Why do you need a Universal ID?

You can enjoy myriad benefits if you use a Universal ID. Some of these benefits include but are not limited to:

It can make you immune to cookie blocking

Regularly, user identification or tracking online uses the deterministic match criterion. This process uses your universal ID to enable you to browse comfortably without relying on any third-party cookies.

This means you can access the sites whose cookies browsers have been blocked.

It can give you better user match rates

Universal IDs, unlike cookies, work flawlessly on various devices. You can comfortably use your tablet, mobile phone, or desktop. Furthermore, you can enjoy an almost 100% accurate user identity matching rate with the proper universal ID.

It can boost your revenue potential

With more accurate user matching rates, advertisers can be more willing to pay more money for a single inventory. Hence, if an advertiser is so sure about a particular user’s identity, they’ll most likely bid this user.

It can increase your viewability

Cookies have a higher page latency compared to Universal IDs. For instance, cookies need callouts to multiple partners to optimize your match rate. But a universal ID may increase your ad viewability and user experience by eliminating the need for callouts.

What is a Universal ID?

A universal ID is an identification form that helps identify you as a user in the digital market ecosystem. It enables this ecosystem’s managers to pass your identity details to other vital partners in the ecosystem.

Digital market managers store your universal ID in the html5 store of any browser. However, this browser segment is limited to first-parties only; they only work when you stay on the same site.

Types of Universal IDs

Many universal IDs exist to allow you to choose one that fits your individual needs. Some of those universal IDs you can try out include:

Unified ID 

Trade Desk is the manufacturer of the unified, universal ID. This brand offers its proprietary cookie ID for free. Hence, if you want to enjoy a ubiquitous cookie footprint, try out the Unified ID.

Trade Desk allows different Demand-Side platforms, data providers, and Supply Side platforms to match your user data with this Unified ID. This ID has a fast adoption rate because of its high accuracy.


ID5 provides you with a centralized cookie matching service. As a publisher, you can leverage ID5 to maximize your inventory’s value and increase operational efficiency.

This ID5 enhances your audience monetization through matching cookies. Likewise, it increases data leakage risks and GDPR defiance. 

ID5 can help you manage your ID synchronizations from one single platform. This makes it easy for you to choose which partners should or shouldn’t synchronize cookies on their web pages.

In addition, ID5 can improve your match rates with your partners. As a result, it can increase your programmatic revenue even when some browsers have blocked third-party cookies.

ID5 further improves your page loading time and enhances your user experience on-site. In addition, it protects your privacy and manages your consent on various data marketing ecosystems.


Live Ramp owns this universal ID, RampID™, formerly known as IdentityLink. this universal ID helps you enjoy interoperability and neutrality between your identities, customers, and partners. In addition, RampID™ makes it easy for you to use data while maintaining your privacy and security.

RampID™ can help you with identity resolution, translation, and enrichment. It can help you connect data from various publishers, technological platforms, agencies, enterprises, and even data owners.

Publisher Common ID (Pubcid)

Publisher Common ID (PubCID) is a high privacy-centered solution. It gives you an easy time with first-party cookies.

PubCID doesn’t synch your identity across different domains. However, it can allow you to share your identities with your preferred partners or data managers.

Since PubCID generates site-specific identification, your identities don’t become degraded over time. This, in turn, increases your user match rates.

Additionally, PubCID can help you eliminate latency issues that come with using multiple callouts to different parties. This universal ID can also help you increase your user experience, viewability, and revenue.


This universal ID can give you secure access to different kinds of personal data worldwide. In addition, it can lower your operational costs and digital fraud risks.  It can also streamline your workflows.

Furthermore, SharedID can make it easy for you to share your personal information with your chosen service providers only if they have verified personal data. Not to mention, this ID allows your preferred SPs to only access your data for the time and purpose you’ll let them.

Moreover, SharedID offers users a multi-point identification. This helps you only interact with legitimate people for your security and privacy.

SharedID has a time-to-live data collection program. This can help you lower personal data storage and reduce the chances of your data leaking. With this ID, you can archive the information only when you must do so.

The brand has a personal data wallet, an OCR extraction, and a flawless workflow for your convenience. It can enable you to collect high-quality data for your business growth consistently.

Advertising ID Consortium

The Advertising ID Consortium can help you get a standardized and open pool for devices and cookies identities. It also has people-based identifiers to enhance your security and privacy online.

These identifiers can enable you only to interact with legitimate people. Furthermore, the brand has an omnichannel identification framework for your convenience.


A Universal ID is a good weapon for any publisher. Publishers need these IDs to make themselves immune to third-party cookies, which may limit their data-gathering processes. In addition, publishers may use universal IDs to enhance their user experiences and increase their viewership. 

Moreover, universal IDs can help publishers increase their revenue. So, choose the universal ID that suits your needs for a flawless browsing experience and privacy online.

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