Publishers

As a publisher, you can benefit from the cross-device presence of European Unified ID (EUID) and take advantage of a consistent identity fabric on all your inventory.

Learn about benefits, workflow, documentation, and other resources for publishers adopting EUID, as well as instructions for getting started.

Benefits of EUID for Publishers

Here are just some of the intended benefits for publishers integrating with EUID:

• Addressable audience targeting on desktop, mobile, and CTV with a single identifier.
• Frequency management across devices.
• More relevant content recommendations.
• The ability to provide personalized ad experiences with relevant content.
• The ability to offer opt-out, with the goal of improving consumer privacy controls.

Workflow for Publishers

The following steps provide a high-level outline of the workflow intended for organizations that propagate EUID tokens to the bidstream via SSPs—for example, identity providers, publishers, and SSO providers. Publishers can choose to work with an SSO provider or an independent ID provider that is interoperable with EUID and can handle the EUID integration on behalf of publishers.

1. A user visits a publisher website, mobile app, or CTV app.
2. The publisher provides transparency around its data practices and asks the user to provide an email address, by login or other means, and consent to the use of their email address for EUID.

3. Once the user has provided an email address, and consented, the publisher sends it to the EUID Operator via an SDK or direct API integration.

A publisher can authorize an SSO provider or identity provider to pass personal data and privacy settings on their behalf. 4. The EUID Operator:

• Takes the email.
• Performs the salt, hash, and encryption process.
• Returns the EUID token.

5. The publisher stores the EUID token to share with SSPs during real-time bidding.
   • Server-side: The publisher stores the token in a mapping table, DMP, data lake, or other server-side application.
   • Client-side: The publisher stores the token in a client-side app or in the user’s browser as a first-party cookie.
6. The publisher retrieves the EUID token from storage.
7. The publisher sends the EUID token to the SSP.
8. The SSP puts the bid request, with the EUID token, into the bidstream.

Getting Started

To get started, follow these steps:

1. Request access to EUID by filling out the form on the Request Access page.

2. Identify the properties that you want to integrate with EUID.

3. Sign the EUID contract.

4. Determine whether you want a client-side or server-side integration, and tell your EUID contact.

5. Receive the EUID credentials.

6. Build your integration to EUID via an SDK or direct integration with the EUID APIs, using the applicable implementation resources.

   note

   Be sure to encrypt request messages to EUID. For details, see Encrypting Requests and Decrypting Responses.

7. Test:

   • Confirm that EUID tokens are being generated and passed correctly within the bid request.
   • Troubleshoot as needed, and work with SSPs to properly pass EUID tokens in bid requests.

8. Go live.

Implementation Resources

The following resources are available for publishers to implement EUID:

• Web Integrations
• Prebid Integrations

Web Integrations

The following resources are available for publisher web integrations.

Integration Type	Documentation	Content Description
Prebid.js (Overview)	EUID Integration Overview for Prebid.js	An overview of options for publishers who want to integrate with EUID and generate EUID tokens to be passed by Prebid.js in the RTB bidstream.
Prebid.js Client-Side Integration	EUID Client-Side Integration Guide for Prebid.js	A guide for publishers who want to request EUID tokens client-side, which is the easiest implementation approach, and choose to have Prebid.js manage the following: Token generation and token refresh. Passing the tokens into the RTB bidstream.
Prebid.js Server-Side Integration	EUID Server-Side Integration Guide for Prebid.js	A guide for publishers who want to integrate with EUID and generate EUID tokens to be passed by Prebid.js in the RTB bidstream, but want to generate tokens server-side: for example, publishers who are using a Private Operator.
JavaScript SDK	SDK for JavaScript Integration Guide	A publisher guide covering standard web integration scenarios that use the EUID SDK for JavaScript and require tokens to be generated on the server side and passed to the publisher web pages.
Server-Side Integration	Publisher Integration Guide, Server-Only	A guide for publishers who do not use the EUID SDK for JavaScript.

Prebid Integrations

The following resources are available for publishers integrating with Prebid.

Integration Type	Documentation	Content Description
Prebid.js (Overview)	EUID Integration Overview for Prebid.js	An overview of options for publishers who want to integrate with EUID and generate EUID tokens to be passed by Prebid.js in the RTB bidstream.
Prebid.js Client-Side Integration	EUID Client-Side Integration Guide for Prebid.js	A guide for publishers who want to request EUID tokens client-side, which is the easiest implementation approach, and choose to have Prebid.js manage the following: Token generation and token refresh. Passing the tokens into the RTB bidstream.
Prebid.js Server-Side Integration	EUID Server-Side Integration Guide for Prebid.js	A guide for publishers who want to integrate with EUID and generate EUID tokens to be passed by Prebid.js in the RTB bidstream, but want to generate tokens server-side: for example, publishers who are using a Private Operator.

FAQs for Publishers

For a list of frequently asked questions for publishers using the EUID framework, see FAQs for Publishers.