Glossary
What is PPID (publisher provided ID)?
Also called: publisher provided identifier, publisher-provided ID
A PPID (publisher provided ID) is your own ID for a reader, sent to Google Ad Manager for frequency capping and audiences. It must be hashed or encrypted.
हिंदी में पढ़ेंA publisher provided identifier is an ID you create for your own readers, for example from a login or account, and pass to Google Ad Manager with the ad request. Ad Manager can then use it for frequency capping and audience segments, recognising a returning reader on your site without relying on a third-party cookie.
It must never be raw personal data. Send a hashed or encrypted value, not an email address or a name. Because it comes from your own relationship with the reader, a PPID is a form of first-party data, and it describes readers on your own site or app only.
A PPID is different from a universal ID. A universal ID such as UID2 or ID5 is designed for many buyers to read across sites. A PPID is yours, used inside your own ad server. As with any identifier, use it only where your consent setup allows.
Example
A news site has 50,000 logged-in readers. It hashes each account number and sends the result as the PPID. A campaign capped at 3 ads per reader per day can then deliver at most 50,000 × 3 = 150,000 impressions a day to logged-in readers, even on browsers that block third-party cookies.
Why it matters to publishers
A PPID gives you frequency capping and audience features on traffic where third-party cookies do not work. It turns logins you already have into ad server value.