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Unified ID Solution (formerly known as is a free, cookie-based identifier for ad tech providers. Index Exchange (IX) is offering an Unified ID Solution Real Time Identity (RTI) adapter for our Header Tag Wrapper. This adapter calls the Unified ID Solution and returns an identifier to the Wrapper, which will be passed down to Demand-Side Platforms (DSPs). 

Why Did We Build This?

By including additional IDs in the bid request, DSPs are able to maintain a higher match rate with ad tech platforms. Higher match rates allow DSPs to see more users to bid on, which is often referred to as an addressable audience. By increasing the addressable audience that a DSP can see on a publisher, DSPs will bid more frequently. An increase in bids from DSPs results in an increase in publisher bid densityand ultimately, publisher revenue.  

What Are The Benefits of the Unified ID Solution?


As DSPs begin to adopt common identifiers like the Unified ID Solution, publishers will see increased bid density (i.e., more frequent bidding) via increased DSP participation rate. As the adoption of the Unified ID Solution increases, publishers will also see a reduction in the number of ad tech network calls on their pages, resulting in faster load times for users. In the future, publishers can expect to receive additional identity-specific reporting that outlines monetization impact and reduced user sync activity.


By augmenting their existing, single user ID match solution with a common identifier like the Unified ID Solution, DSPs can dramatically increase the number of known users to bid against. This increase in matched users allows DSPs to increase the size of their total addressable audience, allowing them to find more eligible users and facilitating an easier path to achieving buyer budget and performance goals.

Legacy user matching systems required a separate network call to increase the match rate between IX and a single DSP. With a shared user identifier, we increase the match rate for all DSPs with a single network call.


A key pain point for users is page load time, and a key driver of page load time is the number of network calls on a given web page. In the long term, by moving to a limited set of common identifiers like the Unified ID Solution, publishers, buyers, and technology can actually increase DSP matches and decrease the number of user sync calls, resulting in faster page load times for consumers. 


All bidding adapters in the Wrapper can leverage the value of the Unified ID Solution common identifier by updating their adapter code. Updated adapters will be tested and launched as per the standard certification process. Once updated, the benefits of the Unified ID Solution will be magnified across participating bidders in the IX Wrapper.

How Can I Leverage the Unified ID Solution?

Like what you've read so far? Check out How to Use the Unified ID Solution for more information.


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