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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.

Advertiser/Data Provider Routes to Use EUID​

Within the ad tech industry, advertisers use identity to build audiences, track conversions, and generate their graphs. As an advertiser, or as a data provider acting on behalf of an advertiser, the following table shows some examples of how you can accomplish some of these goals with EUID.

note

There are other ways that you can use EUID, outside these use cases. These are just some examples.

Send/Receive?ActionAdvantage/Result
SendSend EUIDs via API or pixelsCreate audiences.
SendSend EUIDsID2s as conversion informationUse conversion information for measurement (attribution) or for retargeting via API or pixels.
ReceiveReceive EUIDs from graph/data providers via API or pixelsBuild graph data.

High-Level Steps​

At a high level, the steps for advertisers and data providers integrating with EUIDs are as follows:

  1. Generate a raw EUID from personal data, or receive EUIDs from another EUID participant such as a data provider acting on your behalf.

  2. Use the EUIDs you received in Step 1. For example, you might do one or more of the following:

    • Do some manipulation: for example, combine EUIDs you generated from personal data and EUIDs received from another participant such as an advertiser or data provider.
    • Add new EUIDs into an existing audience.

  3. Use the raw EUIDs for some purpose such as measurement.

Integration Diagram​

The following diagram outlines the steps that data collectors must complete to map oersonal data to raw EUIDs for audience building and targeting.

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

Advertiser Flow

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​

StepEndpointDescription
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 raw 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 or conversions​

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.

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 per 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.

StepEndpointDescription
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/bucketsEUID service: The 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 raw 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 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 Step 1, Retrieve a raw EUID for personal data using the identity map endpoint.

    Then, use the refreshed EUIDs to update audiences or conversions, following Step 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:

For details about the EUID opt-out workflow and how users can opt out, see User Opt-Out.

FAQs​

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