Advertiser/Data Provider Integration to HTTP Endpoints

This guide covers integration steps for advertisers and data providers to integrate with EUID by writing code to call EUID HTTP endpoints, rather than using another implementation option such as an SDK or Snowflake.

tip

For a summary of all integration options and steps for advertisers and data providers, see Advertiser/Data Provider Integration Overview.

High-Level Steps

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

1. Generate Raw EUIDs from Personal Data

2. Store Raw EUIDs and Refresh Timestamps

3. Manipulate or Combine Raw EUIDs

4. Send Stored Raw EUIDs to DSPs to Create Audiences or Conversions

5. Monitor for Raw EUID Refresh

6. Monitor for Opt-Out Status

Integration Diagram

The following diagram outlines the steps that data collectors must complete to map personal 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.

1: Generate Raw EUIDs from Personal Data

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 raw EUID (u field) returned in the response can be used to target audiences on relevant DSPs. The response returns a user's raw EUID (u), refresh timestamp (r), and optionally the previous raw EUID (p) if the current EUID was rotated within the last 90 days. Use the refresh timestamp to determine when to refresh the EUID. For details, see 5: Monitor for Raw EUID Refresh.

2: Store Raw EUIDs and Refresh Timestamps

The response from Step 1, Generate Raw EUIDs from Personal Data, contains mapping information. We recommend that you store the following information returned in Step 1:

• Cache the mapping between personal data and raw EUID (u field).
• Store the refresh timestamp (r field) to know when the raw EUID could refresh.
• Optionally store the previous raw EUID (p field) if provided for users whose EUID was refreshed within the last 90 days.

3: Manipulate or Combine Raw EUIDs

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 raw EUIDs you generated from personal data and raw EUIDs received from another participant such as an advertiser or data provider.
• Add new raw EUIDs into an existing audience.

4: Send Stored Raw EUIDs to DSPs to Create Audiences or Conversions

Use the raw EUIDs for some purpose such as:

• Sending stored raw EUIDs to DSPs to create audiences and conversions.
• Using the raw EUIDs for measurement.

For example, you could send the (raw EUID) (u field) 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.

You could also send conversion information via API or pixels for measurement (attribution) or for retargeting.

5: Monitor for Raw EUID Refresh

A raw EUID is an identifier for a user at a specific moment in time. The raw EUID for a specific user changes roughly once per year as part of the EUID refresh process.

The v3 Identity Map API provides a refresh timestamp (r field) in the response that indicates when each raw EUID might refresh. Use this timestamp to determine when to regenerate raw EUIDs for your stored data. It is guaranteed that it won't refresh before that time.

We recommend checking for refresh opportunities daily. The following table shows the steps for monitoring raw EUID refresh.

Step	Action	Description
5-a	Local timestamp check	Compare the current time with the refresh timestamp (r field) you stored from the POST /identity/map response previously.
5-b	POST /identity/map	If the current time is greater than or equal to the refresh timestamp, regenerate the raw EUID by calling the identity map endpoint again with the same personal data.
5-c	Local storage update	Store the new raw EUID (u field), refresh timestamp (r field) and optionally previous EUID (p field) returned from the response.

Determine whether to refresh a raw EUID

To determine whether to refresh a raw EUID, follow these steps:

1. Compare the current time with the refresh timestamp (r field) you stored from the POST /identity/map response.

2. If the current time is greater than or equal to the refresh timestamp, regenerate the raw EUID by calling POST /identity/map again with the same personal data.

This approach ensures your raw EUIDs remain current and valid for audience targeting and measurement.

6: Monitor for Opt-Out Status

It's important to honor user opt-out status. Periodically, monitor for opt-out status, to be sure that you don't continue using raw EUIDs for users that have recently opted out.

There are two ways that you can check with the EUID Operator Service to make sure you have the latest opt-out information:

• Call the POST /identity/map endpoint to check for opt-outs. If the personal data has been opted out, no raw EUID is generated.

• Check the opt-out status of raw EUIDs using the POST /optout/status endpoint.

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

Using POST /identity/map Version 2

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The following information is relevant only if you are using version 2 or earlier of the POST /identity/map endpoint, and is provided for reference only. New implementations should use the latest version. For instructions, see High-Level Steps.

The key differences when using v2 of the Identity Map API are:

• Step 2: Store salt bucket IDs instead of refresh timestamps
• Step 5: Monitor for salt bucket rotations instead of using refresh timestamps

All other steps (1, 3, 4, and 6) are the same as described in the v3 implementation: see High-Level Steps.

Integration Diagram (v2)

The following diagram outlines the v2 integration flow. Note that the differences are in Step 2 (storing salt bucket IDs) and Step 5 (monitoring salt bucket rotations).

Store Raw EUIDs and Salt Bucket IDs (v2)

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This step replaces Step 2 in the v3 implementation.

The response from Step 1 contains mapping information. We recommend that you store the following information returned in Step 1:

• Cache the mapping between personal data (identifier), raw EUID (advertising_id), and salt bucket (bucket_id).
• Store the timestamp for when you received the response data. Later, you can compare this timestamp with the last_updated timestamp returned in Step 5.

Monitor for Salt Bucket Rotations for Your Stored Raw EUIDs (v2)

note

This step replaces Step 5 in the v3 implementation.

A raw EUID is an identifier for a user at a specific moment in time. The raw EUID for a specific user changes roughly once per year, as a result of the salt bucket 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. Based on this, we recommend checking salt bucket rotation regularly, on a cadence that aligns with your audience refreshes. For example, if you refresh weekly, check for salt bucket updates weekly.

If the salt bucket has been rotated, regenerate the raw EUID. For details, see Determine whether the salt bucket has been rotated.

The following table shows the steps for checking for salt bucket rotation.

Step	Endpoint	Description
5-a	POST /identity/buckets	Send a request to the POST /identity/buckets endpoint for all salt buckets that have changed since a specific timestamp.
5-b	POST /identity/buckets	EUID service: The POST /identity/buckets endpoint returns a list of bucket_id and last_updated timestamps.
5-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 POST /identity/map endpoint for a new raw EUID.
5-d	POST /identity/map	Store the new values returned for advertising_id and bucket_id.

Determine whether the salt bucket has been rotated

To determine whether the salt bucket ID for a specific raw EUID has changed, follow these steps.

1. Compare these two values:

   • The last_updated timestamp of each bucket_id returned as part of monitoring the salt bucket rotations.

   • The timestamp of the raw EUID generation of the same bucket_id, which was returned in Step 1 and stored in Step 2.

2. If the last_updated timestamp is more recent than the timestamp you recorded earlier, the salt bucket has been rotated. As a result, you'll need to regenerate any raw EUIDs associated with this bucket_id, following Step 1, Generate Raw EUIDs from Personal Data.