How-to guide: Publisher installation of the ID5 ID for CTV

  • Posted by Anissa Connor
  • On Jan 25, 2024

The new era of digital advertising is upon us. As the entire industry is adapting to the world without traditional identifiers, navigating various solutions, integrations, and technologies may be a daunting task. We are here to make that process as simple and transparent as possible. Read on and discover how to effortlessly deploy the ID5 ID in CTV environments to maximize addressability and monetization in this edition of our partner integration series.

The CTV landscape is rapidly expanding, marked by an influx of new broadcasters and apps, along with a significant shift of advertising investments from traditional linear TV. However, despite its remarkable growth, the CTV channel is riddled with fragmentation, data privacy concerns, and inconsistent measurement standards – all due to the lack of a common industry-wide currency. By embracing the ID5 ID, programmers have the opportunity to cultivate a profitable and secure CTV business driving value for the entire ecosystem:

  • Better monetization for programmers and media owners
  • Efficient and measurable advertising for buyers
  • Personalized and relevant user ad experience for viewers

Integrating the ID5 ID

We recommend deploying the ID5 ID via server-to-server (S2S) integration to unlock CTV’s full potential. This method leverages a CTV-specific ID5 S2S Fetch Endpoint to retrieve an ID5 ID for a single user. It allows you to reduce latency and ensures that the ID is readily available at the time of the auction, as it can be delivered with the page content.

To ensure accurate identity resolution, we highly advise you to include signals, such as hashed emails, CTV IDs, IPs and any proprietary first-party user IDs in your request for an ID5 ID. The provision of more signals drives the overall integrity of the resulting ID5 ID, thereby contributing to a robust and persistent identifier.

Below, you will find general instructions on how to retrieve an ID5 ID server-side for CTV inventory and make it available in bid requests to your demand partners. Don’t forget to register with ID5 and request your ID5 Partner Number on our website before getting started.

Step 1: Check the local storage cache for an available ID5 ID

  • IF there is no cached ID OR if the ID needs to be refreshed OR if the user’s privacy preferences have changed:
    • Initialize a new HTTP POST request to the ID5 endpoint. If you previously had a stored response for a given user on their device, then subsequent requests must include the “signature” as part of the request to ID5;
    • Store the response from ID5 locally, either in-app in local storage or in a database on the server, and provision it to us in future requests for the same user;
  • IF there is a valid, up-to-date value in cache:
    • Pull the latest ID5 ID response from Cache

Step 2: Prepare the data for the bid request using the ID you have from Step 1

  • Include the following fields in the bid request:
    • universal_uid
    • link_type

Step 3: Include this data in each bid request to your demand partners as an eids array.

For more information about setting up your server-side CTV integration, see ID5 client documentation.

What are the benefits of using the ID5 ID?

ID5’s universal consent-based identifier is proven to enhance audience addressability and grow sustainable revenue across all environments. Partner with ID5 to benefit from:

  • Increased bid density and higher win rates sustaining and fueling media owners’ revenue streams 
  • Advanced data protection and encryption mechanism ensuring that your data is safe and user identity is only shared with authorized partners 
  • Privacy-by-design technology that respects and enforces privacy in the advertising value chain

ID5 is the most adopted ID solution on the market trusted by publishers worldwide. Dive into our insightful collection of case studies to discover how ID5 identity services deliver tangible value for publishers and enable efficient digital advertising while upholding the highest data protection standards
For more information, contact our dedicated publisher team at