Open Global UUID Project
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Open Global UUID Project

What is OpenGUID?

OpenGUID (Open Gloabl User ID) is an open source project which allows any publisher or advertiser to retrive a persistant global UUID for a browser, typically attached to a user, with help of simple embeddable javascript.

Why do we need OpenGUID?

Unlike iOS and Android devices, where a device can be uniquely and persistantly identified with the help of IDFA and GAID across various apps, web platforms does not provide a persistant way to identify a device uniquely. Without a persistant uuid, it makes it harder for advertisers to correctly identify a user and thereby present and target relevant ads to them effectively. To solve for this, most of the publishers and advertisers have got into the practise of doing a process called cookie-syncing, which is often lossy and ineffective. Worst of all it leads to highly clunky websites and bad user experience overall. In this process each actor (publisher or advertiser) in the ecosystem maintains their own uuid with their own cookie and this cookie-syncing process maintains a mapping table to translate uuid between different systems.

How does it help me, as a regular user?

The benefits are two folds - first, have you wondered why some sites, especially news sites are so clunky and slow to load vs the iPhone apps of the same publisher? There are several reasons for it, but one of the important reasons is the amount of javascript ad tags are present on that page. Most of the advertisers demand their javascript tags to be present on the publishers' webpage so they can drop their own cookies and maintain their own user data. Additionally, some exchange doing the process of cookie-syncing between each partner. With a persistant OpenGUID for a browser we have a genuine shot at cleaning up this ad tags mess and expect a better performance from the various sites. This way advertisers may not have to flood users with bunch of tags. Of course, this is a long-term battle, but the one worth fighting for.

Second, OpenGUID allows users one central control for the ad tracking and experiences they want to opt-in or out of.

How does this help Advertisers?

This essentially eliminates any loss of users due to cookie-syncing. It provides more reliable and consistant way to identify a user, so you can maintain various user segments and profiles around a user with more confidence, thereby effectively targeting them. It also works on browsers such as Safari and Firefox, where traditional cookie-syncing fails. Use of OpenGUID ensures

How does this help Publishers?

Generally, the loss of users due to cookie syncing is known to be 10-50% which directly results into the revenue loss, since most of the advertisers don't even bid without a valid synced uuid of their own. This gives you a clear chance to reclaim that revenue.

Who controls the OpenGUID?

OpenGUID is an open sourced project, under MIT license. The OpenGUID itself for the user is only maintained in the users browser. It does not have any backend storage. So no entity controls it as such and moreover is accessbile to any entity that wants to access it.

How can I access OpenGUID and integrate into my system?

Please read this documentation for it.

Overall, OpenGUID is trying to create a win-win situation between all parties through an Open Sourced project.