Need support for different sharedIds for different bidders

[renebaudisch]

Type of issue

feature request

Description

We need to pass different values to different bidders using sharedId adapter but it turns out that only the first configuration for sharedId will be applied.

Steps to reproduce

userIds config we want to use

{
    name: "sharedId",
    bidders: ["bidderA"],
    storage: {
        type: "html5",
        name: "PreBidSharedId_bidderA",
        expires: 365,
        extend: true
    }
}, {
    name: "sharedId",
    bidders: ["bidderB"],
    storage: {
        type: "html5",
        name: "PreBidSharedId_bidderB",
        expires: 365,
        extend: true
    }
}

Test page

https://reports.asadcdn.com/demopages/2023/sharedId.html
Where bidderA = adf
and bidderB = teads

Expected results

Both bid requests are done with their own eids object

Actual results

Only bidderA holds a pubcid entry, while bidder B does not.

Platform details

v7.31.0

[patmmccann]

Why do you want to do this?

[patmmccann]

Linking as related #8429

#8499

[adtechnology]

@patmmccann This is a requirement for First Party Data Protection. We want to send different derivates of our First Party ID to the ssps to avoid ID leakage or non agreed matchings.

[renebaudisch]

@patmmccann so this is already possible? Is there a documentation to that related PRs new option?

[patmmccann]

I believe is possible to do this with static config since #5767

[renebaudisch]

I read #8499 today again and again and for me it seems like each idModule would need to be updated the way merkle was updated. They have a dedicated part of code for multiple ids.

Doesn't that mean, that the sharedIdModule also needs an update like the merkle one and do the adapters supporting those idModules like teadsBidAdapter or adfBidAdapter need to be updated?

[patmmccann]

@AramZS from wapo echoed support for this feature request (if it is indeed not currently possible by hacking the ppid module config)

[jdwieland8282]

I'm onboard for adding this to the shareid roadmap. Have we confirmed whether it is already possible or not?

[dgirardi]

I am not aware of a way to do this in general. The closest I can think of is to setBidderConfig({bidders: ['bidderA'], config: /* pass ortb2.user.ext.eids */}), but it relies on the bid adapters picking that up. Currently the guidance for them is to look into bidRequest.userId and bidRequest.userIdAsEids, both of those are always identical across all bidders.

[jdwieland8282]

thanks @dgirardi we will take this up in our next sprint.

[jdwieland8282]

@renebaudisch I think we need to modify the config in order to support unique sharedIds per bidder. Specifically we think we need to add a booleen unique, that when received along side a bidder object would tell the sub module (sharedid in this case but we should extend this feature to all user id submodules), to generate a unique id for each bidder listed in the bidder object. For example given this config

{
    name: "sharedId",
    bidders: ["bidderA","bidderB"],
    unique:true,
    storage: {
        type: "cookies",
        name: "SharedId",
        expires: 365,
        extend: true
    }
}

bidRequest.userId & bidRequest.userIdAsEids would return

"eids":[
         {
            "source":"pubcid.org",
            "uids":[
               {
                  "id":"abc",
                  "atype":1,
                  "ext":"bidderA"
               },
               {
                  "id":"123",
                  "atype":1,
                  "ext":"bidderB"
               }
            ]
         }

[dgirardi]

@jdwieland8282 shouldn't that have only one id, different for each bidder? otherwise it is not concealing ids; bidderA still can snoop into the id given to bidderB.

[jdwieland8282]

thats a good point @dgirardi humm we'll have to think about this a little more. Thanks for pointing that out.

[renebaudisch]

Please let me add, I would prefer to set this as config:

userIds = {
    name: "sharedId",
    bidders: ["bidderA"],
    storage: {
        type: "html5",
        name: "PreBidSharedId_bidderA",
        expires: 365,
        extend: true
    }
}, {
    name: "sharedId",
    bidders: ["bidderB"],
    storage: {
        type: "html5",
        name: "PreBidSharedId_bidderB",
        expires: 365,
        extend: true
    }
}

[jdwieland8282]

Hi @renebaudisch the issue of concealing ids @dgirardi mentions would still apply

[patmmccann]

@SKOCHERI @jdwieland8282 if this is actively in progress, pls let us know

[jdwieland8282]

We're still thinking about an approach, we haven't come up with an approach that would conceal unique sharedids from bidders.

[patmmccann]

Different sharedids for different bidders imply to each ssp that they are a different user and breaks dsp frequency capping on the identifier. I think this should be a 'will not do' as it intentionally breaks the value of the identifier.