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.
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.
Logicad for Publishers
Zeta Global Ssp
Preferred Direct DSPs
Active Agent DSP
Cloud Technologies S.A.
Cox Automotive DSP
Engage BDR RTB
Liftoff Mobile DSP
Market Resource Partners
RTB House PL
The Trade Desk
Verizon Media DSP
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.
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
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 firstname.lastname@example.org. 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:
Check out a lightweight live demo of the Panorama ID User ID Module at:
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.’
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:
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’.
Google has authorized the use of Panorama ID within its Secure Signals (formerly known as Google 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 Secure Signals platform at the Google Ad Manager Help page
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.
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
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.