Using IX Identity Library

The IX Identity Library™ brings Real Time Identity (RTI) adapters and their benefits, traditionally only available through the IX Custom Library™ and IX Wrapper Library™ types, to any header bidding solution. By providing access to RTI adapters, which may not be available in your existing header bidding solution, the IX Identity Library unlocks people-based marketing. You'll see increased bid density (more frequent bidding) through DSP participation rate as more DSPs begin to adopt shared identifiers. Use the IX Identity Library in the following situations:

  • You want to use a header bidding solution that is not offered by Index Exchange (IX), but you want to enrich bid requests with people-based or cookie-based identifiers.
  • You have the resources for an advanced technical setup.
  • You are comfortable integrating the JavaScript libraries of the IX Identity Library and other header bidding solutions on the page.

Benefits for users

A key pain point for users is page load time. The main driver of page load time is the number of network calls on a given web page. RTI framework in the IX Identity Library allows publishers to only collect the identifiers they need, and to suppress unnecessary network calls for the IDs they already have. This results in faster page load times for users.

How it works

The IX Identity Library is a JavaScript library that lives in the <head> section of your site, placed above other header bidding solutions implemented on the page, and runs parallel to it.

The following describes how the IX Identity Library works when it's implemented on your site:

Step 1

The IX Identity Library instantiates on page load. It checks if a value is stored locally in the browser for each RTI adapter enabled. If a cached value is located, step 3 occurs.

Step 2

If a cached value is not found, the IX Identity Library makes a network call to each of the RTI adapter endpoints to request this information. It stores this response in the browser’s local storage, therefore reducing the number of additional network calls required.

Step 3

The RTI data retrieved is made available to your header bidding solution using your chosen integration method. For more information on which integration option to use, see Integration options for the IX Identity Library.