Publisher provided identifiers (PPID) are pseudonymized first-party identifiers that are created and controlled by publishers.
Publishers can share PPIDs with Google's programmatic demand and third-party demand (Authorized Buyers, Open Bidders, and SDK bidders). When enabled and subject to user and regulatory requirements, PPIDs may be utilized by programmatic demand to support buyer frequency capping and interest-based ads personalization on programmatic traffic, when third-party cookies or device IDs aren't available. Note that for now, PPID is only available outside of EEA and UK.
PPID and data collection
Publishers can manage which Authorized Buyers, Open Bidders, and SDK bidders receive PPID in their demand channel settings. Only Authorized Buyers, Open Bidders, and SDK bidders opted-in by a given publisher will receive PPID from that publisher.
Subject to user and regulatory consents and selections, Authorized Buyers are allowed to generate and update user profiles based on PPID when a publisher allows data collection for the bidder. As with all bid request data, Authorized Buyers may only use bid request data (including PPID) from bids that they have won. Learn about Authorized Buyers policies.
Ask publisher partners to review their demand channel settings to allow buyers to receive PPID and generate user profiles.