Identity Hub

Identity Hub

The PubMatic Identity Hub is a user identity solution that enables publishers to maximize monetization and for advertisers to improve ROI on relevant audiences. Identity Hub extends the preferred open-source, Prebid User ID module, to solve publishers' need to prioritize adopting the major and broadest ID partners with the enterprise management capabilities and dedicated support required to efficiently increase ad revenue, all at no additional cost.

Key Features and Benefits

With PubMatic's Identity Hub, publishers can:

  • work with multiple partners at the same time without the requirement of additional paperwork.
  • work with all ID providers available in Prebid.js library and first-party audience.
  • leverage existing Prebid User ID module integrations.

  • manage the implementation and configuration of partner IDs directly from the PubMatic UI, even adding and deleting partners without any code changes.
  • pass IDs to Prebid wrappers
  • integrate with OpenWrap, PubMatic's wrapper solution

  • increase programmatic ad revenue by ensuring the buy-side can recognize the publisher’s audience and bid on its inventory.

  • track the incremental value of each partner ID with built-in analytics and reporting.

Identity Hub Support Matrix

PrebidOpenWrapOBA9 TAMOpenRTB


Web Display
Web Video

Supported Identity Modules

  • BritePool
  • Criteo ID
  • Fabrick ID
  • FirstPartyId (PubMatic's proprietary module)
  • ID5
  • Liveramp (IdentityLink and ATS)
  • LiveIntent
  • Lotame ID
  • Net ID
  • NextRoll
  • Parrable
  • PubCommonId (by PubCommon)
  • Quantcast ID (only supported for publishers working directly with Quantcast)
  • Shared ID
  • UnifiedId (by The Trade Desk)
  • Zeotap ID (ID+) (APAC and EMEA regions only)

Set up Identity Hub

This section provides instructions for setting up Identity Hub. Refer to the section that corresponds to the wrapper you are using:

It is recommended to use Identity Hub with Prebid version 2.44 and above as most of the bidder adapters have support for identity from this version onwards, and covers a majority of the ID vendors.

Publishers using OpenWrap

This is a beta feature - contact your account manager to have it enabled for your account.

  1. Navigate to Inventory > OpenWrap.
    The Identity feature is located in the Partner Management, Profile Management, and Tag Management tabs. 
  2. Navigate to the Partner Management tab and select Add Partner.

  3. Choose Identity for the Partner Type.

  4. From the Partner drop-down menu, select the partner you want to integrate with.

  5. Enter an Account Name
  6. PubMatic's Identity partners are affiliated with Prebid, so you can refer to Prebid's UserId Modules Parameter Documentation for the remaining fields. The only exception is the FirstPartyId module, which you can find below.

  7. Click Save when you're done.

  8. Navigate to the Profile Management tab and select Create Profile.

  9. Select OpenWrap for Partner Type.

  10. Select the latest STABLE release for Release Version.
  11. Select Enabled for Identity Module. Then select the identity partner you just created in the previous steps.

  12. You can choose Identity Consumers (additional wrappers that you want to send the identity data to) from the drop-down menu. For example, in the screenshot above, we've selected Google Ad Manager - Exchange Bidding (EB). 

  13. Refer to the OpenWrap user guide for instructions on uploading the mapping for your bidder partners. Once you'd done that, you can push the profile to Staging and then Production.
  14. Navigate to Tag Management. Select DFP for Ad Server Type and select your Wrapper Tag Type. You can now copy the tag and paste it onto your page.

Publishers using Prebid wrappers

This is a beta feature - contact your account manager to have it enabled for your account.

  1. Navigate to  Inventory >  OpenWrap.
    The  Identity  feature is located in the Partner Management, Profile Management, and Tag Management  tabs.
  2. Navigate to the Partner Management tab and select Add Partner.

  3. Choose Identity for the Partner Type.  From the Partner from the drop-down menu, select the partner you want to integrate with.

  4. Enter an Account Name
  5. PubMatic's Identity partners are affiliated with Prebid, so you can refer to Prebid's UserId Modules Parameter Documentation for the remaining fields. The only exception is FirstPartyId module, which you can find below.

  6. Click Save when you're done.

  7. Navigate to the Profile Management tab and select Create Profile.

  8. Select Identity for Profile Type. This disables the bidder configuration and displays only the Identity configuration.

  9. Enter a Profile Name and then select a Release Version of 17.3.0 or above from the drop-down.
  10. From the Identity Partners drop-down menu, select the partner(s) you want to integrate with.

  11. You can also choose Identity Consumers (additional wrappers that you want to send the identity data to) from the drop-down menu. For example, in the screenshot above, we've selected Prebid.

  12. Navigate to the Tag Management tab and select either OpenWrap or Identity for Profile Type. You can also do a combination of both wrappers. This will send IDs to all the wrappers.

Sample Layouts

For identity-only profile types, refer to sample page integrations for EB, TAM, and Prebid that display under Document Layout when selected.

Prebid wrapper demo and sample

Below is a link to the Prebid and Identity Hub demo and code sample.

Prebid and Identity Hub demo

Prebid wrapper code sample
 <!-- IdentityHub Script begins here -->
       <script type="text/javascript">
      var PWT={}; //Initialize Namespace
      var pbjs = pbjs || {};
      pbjs.que = pbjs.que || [];
      var googletag = googletag || {};
      googletag.cmd = googletag.cmd || [];
      var gptRan = false;
      PWT.jsLoaded = function(){ //PubMatic pwt.js on load callback is used to load GPT and Prebid
      var loadPrebidAndGPT = function() {
        // Check the gptRan flag
        if (!gptRan) {
          gptRan = true;
          var gads = document.createElement('script');
          var useSSL = 'https:' == document.location.protocol;
          gads.src = (useSSL ? 'https:' : 'http:') + '//';
          var node = document.getElementsByTagName('script')[0];
          node.parentNode.insertBefore(gads, node);
          var pbjsEl = document.createElement("script");
          pbjsEl.type = "text/javascript";
          pbjsEl.async = true;
          pbjsEl.src = "<PREBID.JS>"; //Your Prebid JS URL
          var pbjsTargetEl = document.getElementsByTagName("head")[0];
          pbjsTargetEl.insertBefore(pbjsEl, pbjsTargetEl.firstChild);
      // Failsafe to call prebid & gpt
     setTimeout(loadPrebidAndGPT, 100);
     <script type="text/javascript">
       (function() {
         var purl = window.location.href;
         var url = '//'; //Replace with yor publisher Id and profile Id
         var profileVersionId = '';
           var regexp = /pwtv=(.*?)(&|$)/g;
           var matches = regexp.exec(purl);
           if(matches.length >= 2 && matches[1].length > 0){
             profileVersionId = '/'+matches[1];
         var wtads = document.createElement('script');
         wtads.async = true;
         wtads.type = 'text/javascript';
         wtads.src = url+profileVersionId+'/pwt.js';
         var node = document.getElementsByTagName('script')[0];
         node.parentNode.insertBefore(wtads, node);
    <!--IdentityHub Script ends here -->

Publishers using non-supported third-party/custom wrappers

  1. If you want to send IDs to a custom wrapper or endpoint, you can deploy the Identity-only Hub on the page as described in steps above.

  2. Once the Hub executes, you can get all the IDs using the Javascript API/function call: 


    This will return all the userIds in standard JSON object, which can be processed and sent to any consumer as needed.

 "criteoId": "n9fH3F83ZGdWeFVqRFZOdyUyRmMwbiUyRnNQbzdIdG9rZEgxN09WUXpHVGdETSUyRjBkSW",
 "pubcid": "273bc64a-c66e-4098-b165-XXXXXXX",
 "tdid": "027350a6-a756-4d85-a8f1-XXXXXXXXX"

Publishers passing custom first-party data to consumers

  1. If you want to pass hashed email, hashed phone, or any other similar user data to wrapper/exchanges. Choose FirstPartyId from the drop-down menu when adding a new partner.
  2. Generate a tag as described in one of the sections above (depending on your use case).
  3. Define the function on page where you expose hashed user data with the same name as defined in Function Name while adding partner. Refer to FirstPartyId module below for details.

FirstPartyId module 

FirstPartyID is PubMatic's proprietary module.

ParameterDescriptionSample Values
Storage Type

The browser storage type where this data will be persisted

For now only cookie is supported

Storage ExpiresThe time in days after which the value should be persisted. After expiry time module will try to update data30
Storage Name

The name of cookie/local storage where this value will be persisted in user browser.

Make sure its unique and doesn't conflict with other cookies

Function Name

This is the function that the module will call to get first party data.

This function needs to be defined and present in window scope for this module to work.

In response it expects a string / object which will be passed to wrapper and exchange partner

Cookie Name

If publisher has first-party data stored in cookie , you can specify that here as well.

The default priority is function then the cookie, from where the module will try to fetch data.

Note: cookie approach will only work if the Identity Hub is hosted on publisher's domain otherwise accessing first party cookie is not possible.


Sample first-party function:

To provide first-party data - you can simply expose the function on page with the same name as defined under Function Name.

<script type= "text/javascript" >
     window.getFirstPartyData = function(){
     return   "#hashed-user-identifier" ;

This data will be sent to wrapper consumer and exchanges under key/source  firstpartyid. For example:

firstpartyid: "#hashed-user-identifier"

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