Skip to main content

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.

It includes the following sections:

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.

Advertiser Flow

Retrieve a raw EUID for personal data using the identity map endpoints

1-aPOST /identity/map requestSend a request containing personal data to the identity mapping endpoint.
1-bPOST /identity/map responseThe 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 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.

Send raw EUID to a DSP to build an audience

Send the advertising_id (raw EUID) returned in the preceding step (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.

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.

3-aPOST /identity/bucketsSend a request to the bucket status endpoint for all salt buckets that have changed since a specific timestamp.
3-bPOST /identity/bucketsThe bucket status endpoint returns a list of bucket_id and last_updated timestamps.
3-cPOST /identity/mapCompare 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 EUID.
3-dPOST /identity/mapStore 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 mapping between personal data (identifier), raw EUID (advertising_id), and salt bucket (bucket_id), along with the most recent last_updated timestamp.

  2. Using the results from the preceding salt bucket rotation step, remap any raw EUID for which the salt buckets have been rotated by retrieving raw EUIDs using the identity map endpoints. To update the EUIDs in audiences, send raw EUID to a DSP.


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