EUID Identifier Types

EUID is a deterministic ID that is based on personal data, such as email address or phone number. There are two types of EUIDs: raw EUIDs and EUID tokens (also known as advertising tokens). The following table explains each type.

ID Type	Shared in Bidstream?	Description
Raw EUID	No	An unencrypted alphanumeric identifier created through the EUID APIs or SDKs with the user's verifiable personal data, such as a hashed or unhashed email address or a phone number, as input. To avoid revealing the source data, the input value is hashed if it was not already hashed, and then hashed again using a secret salt value to create the raw EUID. The process that creates the raw EUID is designed to create a secure, opaque value that can be stored by advertisers, third-party data providers, and demand-side platforms (DSPs). Raw EUIDs are case sensitive. Example: A request for the raw EUID for the fictitious email address user@example.com resulted in this value: E2dxEv3oMBzNHPw5iUVmwH2Hv+60D4AXYe+2ge9U0No=.
EUID Token (Advertising Token)	Yes	An encrypted form of a raw EUID. EUID tokens are generated from hashed or unhashed email addresses or phone numbers that are converted to raw EUIDs and then encrypted to help ensure protection in the bidstream. EUID tokens are designed to be used by publishers or publisher service providers. Supply-side platforms (SSPs) pass EUID tokens in the bidstream and DSPs decrypt them at bid request time. EUID tokens are case sensitive. Example: A request for an EUID token for the fictitious email address user@example.com resulted in this value: A4AAAAs6ZBcEbwAPoFhVV7CNW5W-4R-9TKDNL4RS0ctkw1U-IkNOXSnWczvwOMgCQaXHPf3Gd1o1W6IBmlZBFIloM67XOsOgwP5jUrQrclGkq1zBJJUJmOFTe6sJJA7pM1GP9gLd-hz5did6baZvcKd8DXkUYM-WALRZFnzHivu_1YEsC_CeXNdMexKDN7EwSQ6L5eZvOd1F1RkF_nLy_J0twg.

note

For the fictitious email address user@example.com used in these examples, the corresponding refresh token was: AAAABrexFHvQVhNJqu+y/ua7rsgShF8e9NUXUJOZFmeFRD8TAsJadaLfOlLkwC5iSxcOKWFD9YwMBzbbcPa92CInba+bcPTaAFNmM2ZpIHgGy6lDcNPzvEnPQh/5fyZ3MD44SX/tHyIXa0R2OBAOLBA1A81r3jefhSsxZdyyBF58KtnaX6UbaeOEaguOfMnJdmhaPeWKj33v7vGfROWtxDWmi6wvGL5lHTX9H6iIZ9i1WSsemYPUgmoDOQeT7nzllJK968OECFj5LkCazDN3pCrYSeuJby9o0fMuSZNxzp6EVzi6XVED4ETtzpcaY0AArzzdh0IXV9MgH8jyg7bJSUWXQG+8kMPZzwbs9EB+7ddAUOLZL/GBna8Hm3Im03EjN3sJ.