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Add Lotame Panorama ID™ to Your Ad Stack to Maximize Every Impression

Intro to Lotame Panorama ID

PUBLISHERS CAN USE THE PANORAMA ID TO INCREASE COOKIELESS ADDRESSABILITY IN PROGRAMMATIC HEADER BIDDING FOR FREE

Lotame Panorama ID is people-based, privacy-first universal ID that can be used across the global open web for audience targeting and attribution. This ID provides a single view of known and anonymous users that links 1st-, 2nd-, and 3rd-party data (without relying on 3rd-party cookies) to an interoperable ID for use throughout the programmatic ecosystem.

Prebid

Participating Partners (SSPs & DSPs)

LEADING SSPs, DSPs AND THOUSANDS OF GLOBAL PUBLISHERS ARE ALREADY USING THE PANORAMA ID MODULE

Lotame built Panorama ID within Prebid as a supported User ID Module. This allows the identifier to be passed through the ad tech ecosystem for both audience targeting and attribution. Today, some of the largest SSPs and DSPs support Panorama ID, which enables advertisers to seamlessly target prepackaged/custom audience segments and utilize people-based attribution and frequency capping across all browsers on the open web.

Participating SSPs 

33Across

Adform

AdformOpenRTB

AdKernel

Adlivetech

ADman Media

Apacdex

AudienceRun

Between

Bridgewell

Converge-Digital

DistroScale

felixads

GroupM

H12 Media

Improve Digital

Index Exchange

Livewrapped

Logicad for Publishers

Mediakeys

MinuteMedia

Motionspots

OpenX

Ozone Project

Playwire

PubMatic

PulsePoint

Quantumdex

Rise

Rubicon Project

Sharethrough

Smart AdServer

Sonobi Sortable

Sovrn

tappx

TheMediaGrid

Unruly

Valueimpression

Yahoo SSP

Zeta Global Ssp

And more!

Preferred Direct DSPs

Adform

Bidtellect

InMobi

Mediamath

Actionable DSPs

4INFO

Active Agent DSP

Acuity Ads

Adara Media

Addictive Mobility

Adelphic

Adform

AdGear

AdMatrix

Adobe

AdRoll

AdTheorent

Amazon DSP

Ameba DSP

Amobee 

Appier

Axonix

Basis

Beeswax

BidSwitch

BidTheatre AB

Bilin Technology

Blis Media

BPRISE

Bulbit

Cheetah DSP

Cinarra Systems

Cloud Technologies S.A.

Consumable

Conversant

Cox Automotive DSP

Crimtan Asia

Criteo

DataXu

Delta Projects

Drawbridge

DV360

Engage BDR RTB

Exponential DSP

EyeReturn

FreakOutJapan

GumGum DSP

IQM

Jaduda GMBH/Splicky

Jampp

Liftoff Mobile DSP

LogicAd

Market Resource Partners

MediaMath

MediaSmart

MicroAd Blade

MobPro NL

molocoads DSP

Near

NextPerformance RTB/Rakuten

NinthDecimal

OwnerIQ

Placecast

PLAYGROUND XYZ

Quantcast

Remerge GmbH

Reset Digital

RhythmOne

RTB House PL

RUN

ScaleOut

Sift.co

Simpli.fi

Smadex S.L.

SocioMantic

SpotAd

StackAdapt

Taboola

The Trade Desk

ThinkNear

TradeMob/Adikteev

Travelaudience GmbH

Uber

Valassis Digital

Verizon Media DSP

Xandr

Yeahmobi

Zemanta

See full details of SSPs on the Prebid.org list of adaptors. Reach out to your SSP or Prebid Managed Service provider for help in enabling the Lotame Panorama ID User ID module if you have any questions. 

If you’re a customer of PubMatic’s Identity Hub, Magnite’s Prebid-as-a-service solution or the Smart Ad Server, start here and follow these links to understand how you can enable the Panorama ID on your sites today.

How to Get Started

There are two main options for adding the Panorama ID-powered User ID Module to your Prebid-powered web properties. Full details available on the Lotame Knowledge Base.

Option #1—Through A Managed Service

If you’re using a managed service or “wrapper” solution that deploys the Prebid library on your site, you may find that you already have the Panorama ID User ID Module enabled.

The Panorama ID User ID Module may be enabled directly within your existing tags without updating code that’s already on your site.

Follow these instructions if you’re using any of these services:

PubMatic Identity Hub customers

Magnite Prebid-as-a-Service customers

Smart Adserver customers

There are a number of other managed service providers that can enable the Panorama ID User ID module for your account at your request. See the growing list at Prebid.org Managed Services list. 

If you are a wrapper solution and would like to be featured on the Lotame list of managed services providers, email panoramaid@lotame.com. If you wish to be added to the Prebid list of managed services providers, consider joining the Prebid industry organization.

Option #2—Directly Built and Deployed

For sites that build and maintain their own install of Prebid, the process to add the User ID module is well-supported and all the code is publicly available. 

Instructions for building prebid with the Panorama ID User ID module are available here.

For security and engineering teams, the complete source code is available in the public Prebid git repo and is only 9.76KB in size. 

For sandbox or local testing you can also download a pre-built library with the Panorama ID User ID module from the link below. No registration required:

https://docs.prebid.org/download

Check out a lightweight live demo of the Panorama ID User ID Module at:

https://www.lotame.com/projects/prebid/

You can download this source and see the Panorama ID in action in minutes. 

For further implementation instructions, a list of useful tools, and easy to follow code samples please visit the Lotame Knowledge Base article ‘How to Build Prebid From Source to Include The Lotame Panorama User ID Module.’

How to Deploy & Test Panorama ID User Module

When the Panorama ID User ID Module is enabled for Prebid on your site, it automatically requests a Panorama ID from Lotame’s servers for consented users. This ID is passed into the bidstream and to SSPs through the enabled bidder adaptors.

No other code on the page is used or required. No other page code can access this returned ID per the requirements of the Prebid specifications.  

To test the User ID module, in the browser’s developer tools, simply filter the Network tab for responses from the endpoint of:

id.crwdcntrl.net

The response will be a JSON payload containing the Panorama ID in the property of core_id

The Panorama ID, and all IDs received through User ID Modules in the Prebid library via the EID array in the OpenRTB spec. (See IAB OpenRTB 3.0 specification and IAB AdCOM v1.0 specification)

For further details and step-by-step instructions for conducting these tests yourself using the live User ID module demo site, visit the Lotame Knowledge Base article ‘How To Test For the Lotame Prebid User ID Module’.

Partners

Google Ad Manager

Google has authorized the use of Panorama ID within its Encrypted Signals for Publishers (ESP) across Google Ad Manager (GAM). Through this integration, publishers are able to pass encrypted first-party signals via Panorama ID in the bid stream to SSP and demand-side platform (DSP) partners.

Sharing the Panorama ID will instantly increase the value of the publisher’s inventory by enabling advertisers to run better-targeted campaigns across the open web (e.g. support attribution, audience targeting, and frequency capping in a cookieless environment).

Simple step-by-step instructions for enabling the passing of the Panorama ID in your Google Ad Manager account, can be found here.

Learn  more about the Google ESP platform at the Google Ad Manager Help page 

Amazon Connections Marketplace

Panorama ID is now available to publishers via Amazon Publisher Services Connections Marketplace (APS CxM). Through this integration, APS Unified Ad Marketplace (UAM) and Transparent Ad Marketplace (TAM) customers can reach more customers with the first global, people-based, privacy-first identifier for the open web.

By enabling Panorama ID via Connections Marketplace, publishers can instantly increase the value of their inventory, while driving more revenue across direct and programmatic channels. Plus, set up is free with no contract required, and only takes a few clicks!

Follow these easy step by step instructions to get started.

Related Topics

Privacy, Consent and GDPR

The Lotame Panorama ID User ID operates with a privacy by design philosophy. The User ID module is called if the website that is deploying Prebid has the ‘Prebid Consent’ module with privacy rules as defined by TCF. 

First, there is a check from the adapter itself.

The adapter GDPR module checks the GDPR consent string. Our User ID Module will only action on users who consent to our full suite of required purposes and features. See the link below for the full list. If no consent string is available OR if the user has not consented to the purposes and features then the following actions are executed:

➔ Calls to an external user ID vendor are not made.

➔ Nothing is stored to cookies or anywhere else in the user’s browser.

See the Lotame Privacy Center for more details

To Learn more about the policy frameworks visit the follow links

Questions? PanoramaID@lotame.com

Case Studies

The ID is driving industry leading results for publishers and marketers across multiple campaign set ups:

  • Publisher Direct – 9.43X lift in CTR – Case Study

  • SSP Direct – 8X CPM for publisher – Case Study

  • DSP Direct – 2.5X more efficient delivery – Case Study

  • OMD Campaign – 2X more cost-efficient engagement – Case Study

Access the full collection of Cookieless Case Studies from Around the World.