Last updated: January 2019

Please note this page is private and NOT linked to from the main DigiTrust site. Please do not link to this page or share with anyone outside your company.

DigiTrust Overview
DigiTrust is a standardized ID and neutral namespace recently acquired by IAB Tech Lab. The ID service was founded by ad tech platforms and premium publishers who are collaborating to deploy and support a standardized, shared, 1st party cookie-based user token in order to achieve the following mutual benefits:

  • Improved CPMs and revenue due to better audience recognition, by reducing data loss associated to third party cookies (on mobile, especially) and ID syncing
  • Fewer pixels on your pages, by eliminating the need for ID syncing between hundreds of third-parties
  • Faster loading pages, and better consumer experience
  • Alleviated regulatory pressure/risk in Europe, with centralized consent, proof of consent and revocation of consent
  • Leveling of the playing field with the “walled gardens”, by enabling the third party ecosystem with a shared first party cookie ID

Timelines, Goals and Adoption
A number of leading platforms and premium publishing organizations have already deployed the DigiTrust ID Javascript, enabling critical mass of global audience coverage in 2017. We entered 2018 with 47 members who are focusing their efforts on end-to-end deployments; publishers setting the DigiTrust standardized ID, their SSPs passing the ID in every bid request, DSPs reading the ID and influencing their bidding logic (bidding more, and more often), and DMPs attaching the ID to audience segments on behalf of their customers. In H2 2018, we expect improved audience recognition for buyers, higher CPMs for publishers and reduced ID syncs between third parties on publishers’ pages.

Membership and Participation
DigiTrust membership is open to both publishers and platforms however, our funding model is based on proprietary platforms (sell-side or buy-side) being both an IAB Tech Lab member and paying a monthly subscription for access to the decrypted, persistent user ID, the right to store the ID within their identity systems and propagate to other members. Platforms all share the cost to operate DigiTrust. Publishers are not required to be IAB Tech Lab members or pay any subscription fee to deploy the DigiTrust ID Javascript. To optionally participate in DigiTrust working groups and influence the development of both the ID and Consent Management services, IAB Tech Lab membership is required. Current areas of focus:

  • ID persistence – Ongoing innovation to address challenges to user tokens/IDs as a result of regulation, browser changes, and other software.
  • GDPR / ePR Consent Management Platform – Driving a co-development effort with DigiTrust members to build a CMP that aligns with the IAB Europe Transparency and Consent Framework and ties consumer preferences the DigiTrust ID.
  • AMP support, DigiTrust pre-bid module and much more

Steps to Deploying DigiTrust

DigiTrust is dependent on member engagement, cooperation and deployment. Here’s how to participate:

  1. Review the Technical Integration Guide and Publisher Deployment Best Practises and create a test deployment of the DigiTrust ID JavaScript on your site.
  2. Provide details of the test implementation via email to for optional review and acceptance.
  3. Review the DIGITRUST ID TERMS OF SERVICE.To accept, please fill out this form. Completion of this form indicates your acceptance of the DIGITRUST ID TERMS OF SERVICE, as same may be amended from time to time. Upon completion, we will review your information and provide you with the Member ID and Site ID necessary for final deployment.
  4. If you are using a Consent Management Platform that is aligned with the IAB Europe Transparency and Consent Framework for GDPR/ePrivacy compliance in Europe, it is very important that you add DigiTrust/IAB Tech Lab (ID 64) to your vendor whitelist.
  5. Deploy the DigiTrust JavaScript (with your member ID and site ID).

We also ask that you update your privacy policy according to the guidance offered within the regulatory one-sheets for US Publishers or UK Publishers. Finally, we hope you’ll participate in evangelizing DigiTrust with your platform vendors, and collaborate with platforms and other premium publishing brands on a timeline for removing ID syncs from your pages. We need all participants to take a strong position of support within the market, and with your customers/partners!

Useful Materials