Key Points

  • Identity management is the process of identifying customers by their digital identity so they can be accurately and securely targeted for advertising.
  • The best identity management solutions combine powerful features with simple ease of use.
  • It is early in the game to know which solution will stand the test of time, so Playwire integrates with multiple industry-leading identity management solutions.

Do you know who your advertising is targeting? In simple terms, identity management matters because it ensures that the right ads get to the right audiences.

But it's about more than making sure you’re not advertising dinosaur toys to an executive (well, unless they're in touch with their inner child).

When you bring things such as data security, including the coming deprecation of third-party cookies by Google Chrome, which mean publishers will need to find new solutions to target users and match against advertiser first-party data, and fast, into the equation, identity management becomes even more important.

The best identity management solutions must balance powerful features, ease of use, and the rights to privacy of the people you hope to reach. But what do the "best" identity management solutions look like?

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Frequently Asked Questions

What are some key features of the best identity solution providers?

There are a few key features that the best identity management solutions will have in common, including:

1. The ability to segment your audience: Segmenting your audience is essential to targeted advertising. By grouping people together based on shared characteristics, you can make sure that your ads are reaching the right people.

2. The ability to track and manage identities: The best identity management solutions will give you the ability to track and manage the identities of your users. This includes the ability to create, update, and delete user accounts.

3. The ability to control access: Access control is another important feature of the best identity management solutions. By controlling who has privileged access to what, you can prevent unauthorized user access to sensitive information.

4. The ability to integrate with other systems: Identity management solutions must be able to integrate with other systems in order to work properly, or provide you value in the ad tech chain. This includes the ability to connect to databases, applications, and all the tools across the ad tech stack.

5. The ability to scale: As your business grows, so does the need for identity management solutions. The best solutions will be able to scale along with your business, ensuring that you never have to worry about outgrowing your solution.

When it comes to identity management, there is no one-size-fits-all solution. But one of the below solutions might fit you just right.

Jump straight to the list of the best identity management solutions.

What is Identity Management?

Identity management in advertising is the process of identifying who your customers are and their habits and behaviors online so that advertisers can target them with ads that are relevant, timely, and likely to lead to conversion. 

Basically, identity management is a way to create value for advertisers that increases their confidence in spending, thus earning you greater CPMs per ad impression as a publisher.

By targeting their ads more effectively, advertisers can improve their chances of driving conversions and generating sales. And that is something they'll pay handsomely for.

What Does an Identity Management Solution Do?

Identity management solutions help companies to better understand and manage their customer data. By linking together data from various sources, they provide a more complete picture of each customer, allowing advertisers to better target their marketing efforts and improve customer service. They'll also help you comply with data privacy regulations, such as the General Data Protection Regulation (GDPR).



The Top 7 Identity Solutions Providers

As a publisher looking to maximize ad revenue, an identity management solution is essential. They allow advertiser campaigns to be more targeted with fewer dollars wasted on delivering messages to the wrong audiences, leaving far more budget available for the right audience (all spent on your website or app). Here's our list of the best identity management solutions available today.

Playwire ID

Our proprietary identity solution is built to improve ad revenue while always respecting user privacy. It's built to allow users to apply Playwire ID to custom audience segments via our data management platform.

Plus, Playwire ID is made to play nice with other industry-leading identity partners - including integrations with many of the brands in this list. Choose the options that work best for your content and audience, without a higher price tag.


LiveRamp is one of the best identity management solutions because it provides a secure, centralized identity platform for managing customer identities. With LiveRamp, businesses can create and manage customer profiles, including contact information, preferences, and purchase history. This information can be used to segment customers, personalize communications, and allow advertisers to target their efforts. 

LiveRamp also offers robust security features to protect customer data, including data encryption and user authentication. 

Learn More About LiveRamp

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ID5 provides a great combination of features, integrations, and security. With ID5, you can manage all your user identities in one place. It supports Single Sign-On (SSO), which allows users to authenticate with one set of credentials for all their applications. In addition, ID5 integrates with popular identity providers such as Active Directory and Okta. This makes it easy to add users and manage permissions. 

Learn More About ID5

Lotame Panorama ID

Lotame offers a comprehensive suite of tools to help brands better understand and engage their audiences. With Lotame, you can collect first-party data, consolidate third-party data, and create powerful audience segments that can be used by advertisers.

Lotame is also constantly innovating, with new features and capabilities being added all the time. Recently, Lotame launched a new self-service platform that makes it even easier for brands to get up and running with their identity management solution.

And if you need any help along the way, Lotame's world-class customer support team is always on hand to answer any questions you may have.

Learn More About Lotame


ShareID is highly secure and user-friendly. The system uses a combination of public key and private key encryption to protect user data, and all data is stored on a secure access server. Shared ID also offers a number of features that make it easy to use, such as the ability to create and manage multiple identities, set up user identity verification, and issue digital certificates. 

The recent addition of biometric, multifactor authentication makes it even more difficult for hackers to access user data.

Learn More About ShareID

Neustar Fabrick

Neustar's Fabrick platform is one of the most comprehensive and user-friendly identity management solutions on the market. It offers a wide range of features and options to cater to the needs of any organization, large or small. 

One of the key advantages of Neustar Fabrick is its flexibility. The platform can be easily customized to fit the specific requirements of each organization. This makes it easy to roll out new features and updates as needed, without disrupting existing workflows.

Learn More About Neustar Fabrick


UID2, built by The Trade Desk, is a unique identity management software that offers a number of benefits for businesses and organizations. For starters, UID2 is highly scalable and can be adapted to meet the needs of any size organization. 

It's also incredibly secure, using a number of cutting-edge security features to protect data and ensure compliance with industry regulations. Finally, it's very user-friendly, offering an intuitive interface that makes it easy for users to manage their identity governance.

Learn More About UID2

Playwire: Online Advertising Optimized for Success

Identity management is an essential part of online advertising, and Playwire is an essential partner for countless brands and their monetization strategies. As a relatively new technology, selecting a single identity solution can be risky, as it is unclear yet which will stand the test of time.

Why choose one when you can have many? At Playwire, we're well aware of that risk, and mitigating risk for our publishers is one of our top priorities. So, we've elected to integrate multiple identity solutions, and even build a custom solution that works directly with our DMP, to maximize your ability to generate advertising revenue.

Contact us today to find out how we can get started.

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More on the Ad Tech Ecosystem

Are you interested in reviewing all your ad tech options but unsure where to begin given the complexity of the industry? Don't fret, Playwire has your back!

Learn more about all the players and tools that are available across the ad tech landscape with our new Ad Tech Ecosystem webpage, which is updated regularly, and includes information on ad networks, native ad solutions, consent management partners, data management platforms, and everything in between!