Matching users using LiveIntent

LiveIntent is a people-based marketing platform powered by an identity graph that gathers first-party data primarily from publisher emails, such as newsletters and subscriptions. At Index Exchange, publishers can enable the LiveIntent Real Time Identity (RTI) adapter in their IX Library™ to match users using the LiveIntent identifier. By enabling this adapter, publishers can access buyer budgets reserved for people-based audiences. Audience-based deals usually have higher price points, resulting in higher CPMs and revenue for publishers. For more information on enabling the LiveIntent RTI adapter, see Enable a Universal ID provider in the IX Library.

The LiveIntent RTI adapter also enables buyers to purchase people-based audiences from the LiveIntent graph through Index Matched Audiences™ solution. Buyers can use customer relationship management (CRM) data to reach key users, in real time, and have greater access to devices and environments through people-based based identifiers. Since LiveIntent identifiers are not subject to cookie deletion, deals powered by LiveIntent audiences perform and scale better than deals that use cookie-based IDs.

For more information on how to run a Matched Audiences campaign using LiveIntent, see the following topics:

If you have more questions about how to start using Matched Audiences with LiveIntent, contact your Index Representative or LiveIntent at

How IX Library passes LiveIntent identifiers

When a publisher has enabled the LiveIntent RTI adapter on their site, the adapter can match users with a LiveIntent identifier, noID, which enables a deal request for a corresponding audience segment. To understand how we pass a user's noID in the IX Library, refer to the steps below:

Image illustrating how we pass a user's noID in the IX Library. The steps are detailed below.

LiveIntent passes a buyer’s audience to the Index Audience Manager.

Index validates and deploys the audience to the Index ad server and creates an RTI deal ID for the audience.

When a user visits a publisher site with the LiveIntent RTI adapter enabled, the IX Library checks the browser's local storage for the user's noID . If noID is present, the workflow continues to step 7. If noID is not present and the publisher has the LiveConnect tag, LiveIntent's independent library, on the page, the workflow continues to steps 4, 5, and 6.

The IX Library makes a JavaScript call to check for the following:

  • The LI DUID, which is the user's cookie-based identifier generated by LiveConnect
  • The user ID from Unified ID

If LI DUID is present in the local storage, the IX Library will send a request that includes the user's Unified ID to get their noID from the LiveIntent endpoint.

Depending on how much time LiveIntent takes to return noID, one of the following will happen:

  1. If LiveIntent returns noID to IX Library in more than the allocated demand start time (time to generate the bid request), IX Library stores this in the browser’s local storage for subsequent page loads.
  2. If LiveIntent returns noID in under the allocated time to demand start time, the workflow continues to step 7. IX Library also stores this in the browser’s local storage for subsequent page loads.

The IX Library looks up the noID for the user in the audience repository stored in the Index ad server.

If the user's noID is part of a buyer's LiveIntent audience file, the IX Library will append the deal ID to that audience in a bid request to the assigned DSP. The DSP can bid and win impressions just like any other private marketplace deal.