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External Identifiers (Lotame + Reaper)

OCM Push can enrich your subscription data with two optional external identifiers:

  • Lotame Panorama ID — a privacy-aware cross-device identifier from the Lotame DMP.
  • OCM OID (Reaper) — the OCM cross-site audience identifier, used by the OCM audience-sync stack.

When these integrations are enabled on your OCM Push instance, the SDK automatically resolves the identifiers from the user's browser and stores them on the subscription as tags (lotame_id and oid_cookie). You can then use those tags in segments, filter subscribers by them, or export them to downstream platforms.

This guide explains what each integration is, what you need on your site to enable it, and what you will see in the dashboard.

When to Enable This​

Turn on external identifiers if you want to:

  • Match OCM Push subscribers to audiences in your DMP/DSP.
  • Sync audiences across OCM properties for cross-site targeting.
  • Use existing cookie-based IDs already running on your site (Lotame Panorama) instead of relying on only the push subscription.

If you just want to send simple push notifications, you can safely ignore this guide — everything else keeps working.

Prerequisites​

  • Web Push channel configured and the SDK installed on your site.
  • For Lotame: an active Lotame account and the Lotame Panorama ID client active on the page.
  • For OCM OID: the Reaper script loaded on the page (or the standalone reaper shipped by OCM Push — see below).

Both integrations are feature-gated at the platform level. If you do not see the identifiers appearing on new subscriptions, contact your OCM Push administrator to confirm the integrations are enabled for your organization.

Lotame Panorama ID​

What It Is​

The Lotame Panorama ID is a deterministic / probabilistic cross-device identifier produced by Lotame's client-side library. When a user loads a page that runs Lotame's code, a Panorama ID becomes available in the page context (typically via the ocmpbjs / Lotame bridge).

What the SDK Does​

When the OCM Push SDK boots, it:

  1. Checks for Lotame consent data in the CMP.
  2. Reads the Panorama ID from the page.
  3. Persists it as the lotame_id tag on the subscription.
  4. Refreshes it on subsequent visits if the value changes.

If the browser blocks Lotame, or the ID is not yet available, the tag is simply not written — the subscription still works normally.

What You Need on Your Site​

The Lotame Panorama JS tag must be present on the same page where the OCM Push SDK loads. Your Lotame account manager will give you the exact snippet — OCM Push does not embed it for you.

Where You See It​

In the OCM Push dashboard:

  • Subscriptions → Lotame ID column shows the Panorama ID per subscriber.
  • Segments can filter by Tag "lotame_id" with operators has (any value present) or has value (specific value).

OCM OID (Reaper)​

What It Is​

The OID is an OCM-owned cross-site identifier stored as a cookie. It ties a subscriber to the same user profile across other OCM Digital Media properties and is the primary join key for cross-site audience sync.

What the SDK Does​

When the OCM Push SDK boots and the OID integration is active, it:

  1. Checks whether the OID is already available on the page (via the main OCM ad-stack, if present).
  2. If not, loads the standalone reaper script (ocm-push-reaper.js) served from OCM Push itself.
  3. Polls until the OID resolves or times out.
  4. Persists the value as the oid_cookie tag on the subscription.

The standalone reaper is a small, self-contained script provided by OCM Push for sites that don't already host the full OCM ad stack. You don't need to install it manually — the SDK injects it for you when needed.

Where You See It​

  • Subscriptions → OID Cookie column shows the OID per subscriber.
  • Segments can filter by Tag "oid_cookie" the same way as lotame_id.

Using the Tags in Segments​

Both identifiers are stored as standard subscription tags, so you can use them with the regular segment rules:

Match: Any
Rules:
  - Tag "lotame_id" has
  - Tag "oid_cookie" has

Useful segment patterns:

GoalRule
Users we can sync to LotameTag "lotame_id" has
Users we can sync cross-siteTag "oid_cookie" has
Users known to a specific Lotame audienceTag "lotame_id" has value "<panorama-id>"
Users not resolved to any external ID yetMatch All with Tag "lotame_id" has not AND Tag "oid_cookie" has not

Troubleshooting​

Identifiers Never Appear​

  • Verify the integration is enabled on your OCM Push instance (ask support).
  • Confirm the external script (Lotame, reaper) actually runs — check the browser Network tab.
  • If your site has a strict CMP, the SDK waits for Purpose 1 (Storage) consent before writing any tags. Users who never consent will never have the identifiers written.

Identifiers Are Stale​

The SDK re-reads the identifiers on each SDK initialization. If you change the Lotame account configuration, existing subscribers update on their next visit — there is no bulk rewrite of historical subscriptions.

Next Steps​