Advertiser/Data Provider Integration Guide

This guide covers integration steps for organizations that collect user data and push it to other EUID participants. Data collectors include advertisers, data on-boarders, measurement providers, identity graph providers, third-party data providers, and any other organizations that send data to other participants.

Integration Steps

The following diagram outlines the steps that data collectors must complete to map personal data to EUID identifiers for audience building and targeting.

Personal data refers to a user's normalized email address, or the normalized and SHA-256-hashed email address.

Refer to the following sections for details about the different parts of the diagram:

1. Retrieve a raw EUID for personal data using the identity map endpoint
2. Send stored raw EUIDs to DSPs to create audiences
3. Monitor for salt bucket rotations related to your stored raw EUIDs

1: Retrieve a raw EUID for personal data using the identity map endpoint

Step	Endpoint	Description
1-a	POST /identity/map request	Send a request containing personal data to the identity mapping endpoint.
1-b	POST /identity/map response	The advertising_id (raw EUID) returned in the response can be used to target audiences on relevant DSPs. The response returns a user's raw EUID and the corresponding bucket_id for the salt bucket. The salt assigned to the bucket rotates annually, which impacts the generated EUID. For details on how to check for salt bucket rotation, see 3: Monitor for salt bucket rotations. For ease of maintenance, a recommended approach is to store a user's raw EUID and bucket_id in a mapping table. For guidance on incremental updates, see Use an incremental process to continuously update raw EUIDs.

2: Send stored raw EUIDs to DSPs to create audiences

Send the advertising_id (raw EUID) returned in Step 1-b to a DSP while building your audiences. Each DSP has a unique integration process for building audiences; follow the integration guidance provided by the DSP for sending raw EUIDs to build an audience.

3: Monitor for salt bucket rotations related to your stored raw EUIDs

A raw EUID is an identifier for a user at a specific moment in time. The raw EUID for a specific user changes at least once per year, as a result of the salt rotation.

Even though each salt bucket is updated approximately once a year, individual bucket updates are spread over the year. Approximately 1/365th of all salt buckets are rotated daily.

important

To ensure that your integration has the current raw EUIDs, check salt bucket rotation for active users every day.

Step	Endpoint	Description
3-a	POST /identity/buckets	Send a request to the bucket status endpoint for all salt buckets that have changed since a specific timestamp.
3-b	POST /identity/buckets	EUID service: The bucket status endpoint returns a list of bucket_id and last_updated timestamps.
3-c	POST /identity/map	Compare the returned bucket_id to the salt buckets of raw EUIDs that you've cached. If you find that the salt bucket was updated for one or more raw EUIDs, re-send the personal data to the identity mapping service for a new raw EUID.
3-d	POST /identity/map	Store the new values returned for advertising_id and bucket_id.

Use an Incremental Process to Continuously Update Raw EUIDs

To keep your EUID-based audience information accurate and up to date, follow these integration steps every day.

1. The response from the EUID retrieval step contains mapping information. Cache the following:

   • The mapping between personal data (identifier), raw EUID (advertising_id), and salt bucket (bucket_id).
   • The most recent last_updated timestamp.

2. Using the results from 3: Monitor for salt bucket rotations related to your stored raw EUIDs, remap any raw EUID for which the salt buckets have been rotated by retrieving new raw EUIDs for those IDs, following 1: Retrieve a raw EUID for personal data using the identity map endpoint.

   Then, use the refreshed EUIDs to update audiences, following 2: Send raw EUIDs to a DSP.

Check Opt-Out Status

It's important to honor user opt-out status. Here are two ways you can check that you have the latest opt-out information:

• The EUID Operator Service distributes opt-out information to advertisers and data providers via the POST /identity/map endpoint.

• Advertisers and data providers can check the opt-out status of raw EUIDs using the POST /optout/status endpoint.

FAQs

For a list of frequently asked questions for advertisers and data providers using the EUID framework, see FAQs for Advertisers and Data Providers.