Ad-tech

Site ID

Network-side identifier for a specific publisher placement.

Site ID is the network's unique identifier for a publisher placement — Outbrain SectionID, Taboola SiteID, RevContent widget_id. Operators bid against site IDs in safelists / blocklists. Spy tools that publish site IDs at the creative level are giving away the auction edge — most don't, and we don't.

Example

Operator's Taboola safelist: 38 site IDs that converted at >2% CVR over 90 days. Bid 1.4× campaign default on those. The full publisher list (1,200+ IDs) ran at 0.7× default.

Related terms

Publisher
The site running the ad widget — never displayed by mediabuyer.
Advertiser ID
The numeric or string identifier a network assigns to an advertiser account.
Safelist (allowlist)
A curated list of publisher placements that converted historically.
Blocklist (blacklist)
A list of publisher placements excluded from bidding.