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EUID Overview for Data Providers

An identity solution for the future.

Data Providers

As a data and measurement provider, you can reduce identity fragmentation by adopting European Unified ID (EUID) to connect data with a more durable, omnichannel, and cross-device identifier to fulfil your customer use cases.

This solution is for you if you're offering data or related services for online or offline advertising, such as a provider of the following:

  • Data onboarding
  • Third-party audiences
  • Identity resolution and graphs
  • Measurement and attribution

Learn about the benefits, workflow, documentation, and other resources for data providers adopting EUID, as well as instructions for getting started.

Benefits of EUID for Data Providers

Here are just some of the intended benefits available to you as a data provider using EUID. You can:

  • Upgrade to a more privacy-conscious identifier that offers opt-out for consumer privacy control.
  • Facilitate the use of a connective identity thread between platforms and channels for resolution, activation, and measurement.
  • Aim to future-proof audience segments with deterministic IDs for advertisers.
  • Connect online and offline data with a common ID to aim for more precision.
  • More accurately measure campaigns with or without third-party cookies.

Workflow for Data Providers

The following steps provide a high-level outline of the workflow intended for organizations that collect user data and push it to DSPs—for example, advertisers, identity graph providers, and third-party data providers.

The following process occurs in the background:

  • The advertiser or data provider monitors the EUID Operator for rotated salt buckets, and updates EUIDs as needed.

The following steps are an example of how a data provider can integrate with EUID:

  1. The data provider sends a user’s personal data to the EUID Operator.

  2. The EUID Operator generates and returns a raw EUID and salt bucket ID.

  3. The data provider stores the EUID and salt bucket ID and sends the EUID-based first-party and third-party audience segments to the DSP.

    Server-side: The data provider stores the EUID in a mapping table, DMP, data lake, or other server-side application.

Data Provider Workflow

Getting Started

To get started, follow these steps:

  1. Request access to EUID by filling out the form on the Request Access page.

    Someone will contact you to discuss your needs and advise on appropriate next steps.

  2. Decide on your participant role or roles.

  3. Decide which implementation option you want to use.

  4. Receive your credentials (see EUID Credentials) and follow the instructions in the implementation guide for the option you chose.


    Be sure to encrypt request messages to EUID. For details, see Encrypting Requests and Decrypting Responses.

  5. Test.

  6. Go live.

Implementation Resources

The following documentation resources are available for advertisers and data providers to implement EUID.

Integration TypeDocumentationContent Description
Integration steps for organizations that collect user data and push it to other EUID participantsAdvertiser/Data Provider Integration GuideThis guide covers integration workflows for mapping identity for audience-building and targeting.

FAQs for Data Providers

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