Table of Contents
Overview
The FreeWheel Identity Network allows onboarding first-party IDs via partner or PII (Personal Identifiable Information) so that transactions can be executed on an ID of choice.
Understanding ID Types
An identifier is a mechanism to assign a unique value to a device, browser, or user, to associate with a unique person or group. It can be used to identify a group of devices, browsers, or users and assign a unique value to associate with a specific household. As part of supporting identity enrichment, the following are the different ID type categorizations for reference:
All customers with access to the FreeWheel Identity Network can access all available third-party (3P) IDs and user IDs (UIDs) as part of the core graph. Alternatively, first-party (1P) IDs are included in the customized graph and require specific permissions to access.
| ID Type | Description |
|---|---|
Third-Party Identifiers (3P IDs) | These identifiers are created and managed by third-party entities, not by the endpoint a user is currently visiting. 3rd Party IDs are matched into the Identity Network and can include:
These identifiers are used to recognize a user's device across different websites and online platforms. Examples:
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Universal Identifier (UID) | A standardized, unique identifier used to recognize users across different websites, platforms, and devices in a privacy-conscious manner. UID solutions are designed to address the challenges posed by the decline of third-party cookies and increasing emphasis on user privacy. Unlike traditional cookies or device IDs, Universal Identifiers are intended to provide more privacy-friendly tracking. Examples:
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First-Party Identifiers (1P IDs) | These identifiers are collected and managed directly by the endpoint a user is interacting with, rather than by external third parties. First-party Identifiers can include:
These identifiers are "owned" and managed by a specific party, such as a publisher or advertiser. Examples:
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How to Onboard a First Party ID
If interested in onboarding a first-party ID into the FreeWheel Identity Network, certain steps need to be completed. Please connect with your Beeswax Account Representative to initiate this process.
Onboarding first-party IDs into the FreeWheel Identity Network is a process that is managed by FreeWheel, working closely with each customer to accommodate their specific use case. Once integrated, these 1first-party IDs allow clients to expand the FreeWheel Identity Network, effectively creating a customized identity graph tailored to their needs.
The core structure of the FreeWheel Identity Network ensures that first-party IDs are connected to the central graph but are not directly linked to each other. This provides flexibility and control to the first-party ID owner, who can choose which partners within the FreeWheel ecosystem are able to access and use their ID. For example, a single customer can create a first-party ID and incorporate it into the FreeWheel Identity Network. This process links their ID to other IDs within the broader network, but it does not involve adding their entire identity graph to FreeWheel’s core system—only the first-party ID itself is included. This allows clients to extend their identity capabilities while maintaining control over how and with who their data is shared.
Steps for Onboarding
Sign new paperwork: The customer must first complete and sign the necessary paperwork with FreeWheel. Please reach out to your beeswax account representative for more information.
Choose an onboarding method: After signing the paperwork, the customer will select one of the two available onboarding methods. Both options will be explained in detail.
Integrate and onboard IDs: Once the onboarding method is chosen, the customer can integrate and onboard their IDs into the system.
Identity resolution: On the backend, the graph will automatically perform identity resolution to match the onboarded IDs with the existing IDs in the graph.
Onboarding Paths for First-Party IDs
| Path | Description |
|---|---|
| Via Partner |
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| Via PII |
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