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The Lotame Panorama ID™ User ID Module Supports the IAB TCF 2.0 Framework for Use with Prebid

The Lotame Panorama ID User ID module is called if the website that is deploying Prebid has the ‘Prebid Consent’ module with privacy rules as defined by TCF. 

First, there is a check from the adapter itself.

The adapter GPDR module checks the GDPR consent string. If no consent string is available OR if the user has not consented to Purpose 1 – Store and/or access information on a device then the following actions are executed:

➔ Calls to an external user ID vendor are not made.
➔ Nothing is stored to cookies or anywhere else in the user’s browser.

Then, if the Lotame Panorama ID is called, our module will read the string and look for the user’s consent settings. Lotame is a vendor (vendor ID 95) in good standing listed in the TCF 2.0 vendor list, requiring a consent for purposes 1, 3, 5, 7, 8, 9, 10 and features 2 and 3.

Purpose 1 – Store and/or access information on a device
Purpose 3 – Create a personalised ads profile
Purpose 5 – Create a personalised content profile
Purpose 7 – Measure ad performance
Purpose 8 – Measure content performance
Purpose 9 – Apply market research to generate audience insights
Purpose 10 – Develop and improve products

Feature 2 – Link different devices
Feature 3 – Receive and use automatically sent device characteristics for identification

If, when Lotame reads the TCF string, we do not have this complete list of consented purposes and features: 

➔ Calls to our server are not made.
➔ Nothing new is stored to cookies or anywhere in the users browser. 


Publishers in the EU, who are enabling the Lotame Panorama User ID module will need to make sure that they are listing Lotame as a vendor (Vendor ID 95) within their Consent Management Platform and requiring their users to give consent for purposes 1, 3, 5, 7, 8, 9, 10 and features, 2 and 3. If they have not done this, the User ID module will assume that Lotame does not consent to provide a Panorama ID to the page.

Learn more:

Have additional questions or need more support? Contact us at panoramaid@lotame.com.