Jixie handles the ID synchronization and alignment on behalf of publishers. It allows the publishers to have the full control on the sharing of their data.
Indeed, with a direct integration on the publishers' webpages, 3rd party players can retrieve a lot of data from the publishers even when there is not a lot of advertising demand from their side. Jixie tracker script allows to limit that leak of data, and allow the 3rd party partners to collect information only when they provide demand to the publisher. Jixie then act as a “proxy” insuring that there is always an ID from the 3rd party, but limiting the calls to the 3rd party if there is no advertising demand (when there is advertising demand, then the partner can always integrate calls to its own system in the creatives).
Publisher integration
As described on page https://jixie.atlassian.net/servicedesk/customer/portal/2/article/175407115, it is possible for the publisher to set the different partners he wants to synchronize the ID with.
To do so, the publisher must include in the options of the Jixie tracking script the parameter:
external_ids:['ext partner 1', 'external partner 2', ...]
If it is a known partner by Jixie, the script will do the synchronization of the ID.
Integrating a new partner in the list of partners
If the partner is not existing in the list of existing partners (please check with your Jixie representative), then Jixie needs to integrate it.
To do so the partner needs to provide an API that will be called by Jixie script and which will answer with the ID of the user.
That user ID can be stored in a first party cookie or local storage depending on the needs. When the partner is integrated, then the generated client ID can be sent with any ad-request to that partner.
To be integrated in Jixie script, the partner needs to provide:
the API endpoint with all needed query string parameters (and if it necessitates a token, we need it also)
if the client ID has to be stored in local storage or cookie, and the name of the storage. If not provided, then Jixie will decide directly where to store the ID
the validity duration of the client ID (for cookie storage, maximum 3 months)
To add the retrieved client ID to any ad-request, the partner needs to indicate the macro to replace in the ad tags. If it is a Header Bidding integration (Prebid.js), then the partner can directly retrieve the information from its Prebid adapter.
Example
Let’s consider a concrete example with TTD UID1.0. The API to call is https://match.adsrvr.org/track/rid?ttd_pid={token}&fmt=json.
It is called each time the TTD ID 1.0 is not found in the cookies of the user (cookie is named _jxtdid).
An example of response to the call is:
{
"TDID":"25f5a3b1-13db-4f9c-81be-135e981b0ac9",
"TDID_LOOKUP":"TRUE",
"TDID_CREATED_AT":"2021-12-27T07:42:28"
}
Then Jixie script will consider the TDID provided and will store it in a cookie.
The TTD ID will then be provided to all Header Bidding partners, integrated to SSP tags and so on.
https://unifiedid.com/docs/getting-started/gs-normalization-encoding#email-address-normalization