How LocID Works
LocID is persistent signal infrastructure that helps adtech and media platforms keep IP-based audience signals connected and usable over time — even as the IP addresses associated with a location change.
What LocID is
LocID is persistent, location-based infrastructure for digital advertising. Anchored on Digital Envoy’s state-of-the-art IP-to-geolocation technology, it replaces volatile IP addresses with a stable, privacy-safe location identifier that enriches ad impressions across website, CTV app and OS owners, SSPs and DSPs — without relying on cookies. Where partners need it, LocID can also carry additional attributes through the bid stream for targeting, measurement and analytics.
What LocID does
LocID provides state-of-the-art message collection and transmission services for electronic advertisers, corporate and informational website owners, and online content distributors by providing a stable alternative geospatial identifier for association with third-party digital IP addresses.
Collect and encrypt
Every time an ad opportunity occurs, LocID’s Encryption API collects the digital IP address associated with that opportunity and converts it into a substitute, encrypted geospatial identifier (the “LocID”). That identifier — not the volatile IP address — is embedded into the outgoing OpenRTB bid-request message user.eids, source: “locid.com” and transmitted in real time from the publisher’s or SSP’s ad-serving system to demand-side platforms across the advertising network.
Measure
When an impression is delivered, LocID’s Pixel Server collects a corresponding beacon message containing the LocID identifier and transmits the associated data on to advertisers, DSPs, and publishers for attribution, billing, and measurement — ensuring that every message exchanged throughout the transaction carries a stable, privacy-compliant geospatial reference instead of an unreliable, constantly-changing IP address.
In practice, the LocID impression pixel fires from the ad’s markup (VAST for video and CTV) and logs the LocID with Digital Envoy’s pixel server — working across web, mobile and CTV to give a reliable record of delivered impressions for billing and analytics.
The flow at a glance
- Ad opportunity
- Encryption API
- LocID in bid request
- DSPs
- Impression
- LocID pixel
- Billing & analytics
Who uses LocID
Advertisers & DSPs
Reduce wasted spend caused by IP address volatility, and recover attribution lost to IP address movement.
Publishers & SSPs
Provide a stable representation of households for consistent targeting, and enhance control over inventory access with publisher-specific audiences.
What LocID is not
LocID is not a universal ID, a person-based identifier, or an identity graph — and it doesn’t replace the identifiers or identity systems already in use. It is infrastructure that adds persistence to the IP-based signals those systems rely on.