Identity solutions at a glance

Learn about various ID solutions in Google Ad Manager 360

The following table shows identity solutions currently available that enable you to use first-party data to better target and monetize your advertising.

Attribute	PPID	PPS	Publisher First Party ID	Secure Signals	GAM-facilitated customer matching
Supported only where third-party cookies or IDs are unavailable	👁 Green check mark.	-	👁 Green check mark. *	-	-
Support for first-party audience or contextual data	👁 Green check mark.	👁 Green check mark.	-	👁 Green check mark.	👁 Green check mark.
Aids in frequency management/Capping	👁 Green check mark.	-	👁 Green check mark.	-	👁 Green check mark.
Google set identifier	-	-	👁 Green check mark.	-	-
Supported on Ad Manager inventory only	👁 Green check mark.	👁 Green check mark.	-	-	👁 Green check mark. **
Solution available for bidders today?	👁 Green check mark.	👁 Green check mark.	👁 Green check mark.	👁 Green check mark.	-

^{* When both Publisher First Party ID and PPID are eligible to be sent, only PPID will be passed in bid request
** Supported for Google Ad Manager 360 only}