User ID User Identification - Admixer blog

User Identification (User ID)

Author: Mykola Kryvtsun, Programmatic specialist
29 July 2021

Unidentified users have very limited access to anything around the web. User identification is an essential step to providing a safe and secure web environment. But what is the User ID, and is safety the only thing it ensures? What does it have to do with advertising?

What does User ID mean?

User identification or user ID is a unique identifier to determine users around software systems, websites, or in any general IT environment. It is essential for any IT-supported system to distinguish users who access or use it. User ID is especially handy for logging into a website, application, or online service. It can be a username, account number, or email address.

User ID is one of the widely used authentication techniques popular on the web, applications, and software. Every user has a unique identifier that distinguishes him from other users without concerning the users’ privacy.

Commonly, the user ID is coming along with the password. The end-user must provide these two records correctly to access the system or application. In addition, system administrators use user IDs to assign permissions, track user activities, and manage the overall operation of a particular system, network, or application.

Who and how use User ID?

User identification has already become the basis of digital advertising. Ad tech agencies, advertisers, publishers are using different targeting methods to reach users individually. User ID allows advertising messages to be individualized to the right message, to the right person, and at the right time.

Moreover, it provides the ability to assess the effectiveness of the ad campaign. With it, advertisers can track users’ browsing behavior, conversions, or identify users and keep their data for future targeting.

Methods of user identification.

The main difference among user identification processes lies in the type of device they are connected through and whether they are using a web browser or mobile app. 

The following methods provide user identification in web browsers:

  • Cookies – text files with small pieces of data stored by a web browser on a user’s computer when accessing the web site.
  • ETags – an HTTP response header used to improve the efficiency of cache and save traffic
  • Device fingerprinting – a technique, which analyses users’ specific and unique configuration of software and determines his device or browser
  • Evercookies – cookie files that are saved to various storage locations in a user’s browser or device.
  • HTML 5 Local Storage –  is a newer way of storing data on the client’s computer.

Mobile devices have two types of user identification: mobile web browsers and in-app identifications. Web browsers on smartphones and tablets use the same cookie method as implemented in desktop browsers. But in-app user identification varies and consist of the following methods:

  • Advertising IDs – a unique, user ID for advertising provided by Google’s Android ID (AID), Apple’s ID for Advertising (IDFA) and Microsoft’s Advertising ID (Advertising Identifier).
  • Webview – technology that creates and stores cookies inside a safe location of the device.

In fact, most of the stated above methods have a number of challenges due to privacy regulations, so that alternative solutions appeared on the digital market. One of these solutions is Universal ID, a method of identifying user IDs by managing the cookie-syncing and ID-matching processes on behalf of different AdTech platforms. 

The last method to take into account is ID and device graphs. These solutions create a database of online and offline channels that keeps all identifiers that are related to an individual customer.

Conclusion

Digital marketing is impossible without user identification. Despite the fact that some methods of identification are losing their efficiency, new solutions are being developed fast and maintain possibilities of keeping users identified.

Want to learn more?

    Select
    Demand
    Brand
    Agency
    DSP
    Supply
    Web Publisher
    App Developer
    SSP
    Media House
    Others
    Ad Network Owner
    Tech Vendor
    Other/Not Sure
    You Might Also Like
    Google monetization instruments MCM - Admixer blog

    Google is, without question, one of the pillars of the adtech industry. It accounted for 29% of US digital ad spend in 2020, while Google Ad Exchange conducts sales for more than half of the domain names on the web, setting the tone for the entire ecosystem of display advertising.  Google ad tools became the […]

    Google monetization - Admixer blog
    Google Monetization Tools: How to Choose The Right One For Your Inventory?

    Google is, without question, one of the pillars of the adtech industry. It accounted for 29% of US digital ad spend in 2020, while Google Ad Exchange conducts sales for more than half of the domain names on the web, setting the tone for the entire ecosystem of display advertising.  Google ad tools became the […]

    Read more
    CTV Monetization and media buying Admixer blog

    CTV is experiencing explosive growth in viewership and, at the same time, rising levels of fraud, an enormous share of misrepresented inventory, and grey media trading. To navigate these lucrative and yet treacherous waters, Admixer has gathered the most accomplished experts in CTV: Kumaran Sambandam, VP of Programmatic Sales at Unruly, Frederic Liow, Revenue and […]

    CTV Monetization
    Exploring the Market of CTV Monetization: Key Webinar Takeaways

    CTV is experiencing explosive growth in viewership and, at the same time, rising levels of fraud, an enormous share of misrepresented inventory, and grey media trading. To navigate these lucrative and yet treacherous waters, Admixer has gathered the most accomplished experts in CTV: Kumaran Sambandam, VP of Programmatic Sales at Unruly, Frederic Liow, Revenue and […]

    Read more
    How Life-Extension of 3P Cookies Will Affect the Industry? - Admixer blog

    On 24 June 2021, Google once again grabbed the spotlight to announce that it has delayed a major privacy change to its Chrome browser. Google is postponing a plan to block third-party cookies until late 2023.   The official reasoning behind the decision — is the need to test sustainable alternatives that do not violate user […]

    How the delay in 3p cookies phase out will affect adtech industry? - Admixer blog
    Die Another Day: How Life-Extension of 3P Cookies Will Affect the Industry?

    On 24 June 2021, Google once again grabbed the spotlight to announce that it has delayed a major privacy change to its Chrome browser. Google is postponing a plan to block third-party cookies until late 2023.   The official reasoning behind the decision — is the need to test sustainable alternatives that do not violate user […]

    Read more

      Stay updated with Admixer
      Privacy Policy