What are examples of ID mappings that Narrative offers?

Review different ID linkages available to purchase in the Narrative Data Studio

Overview

When creating an order in Data Studio, users choose between a variety of ID types that they want to make a connection to. ID Mapping buys will transact against suppliers who link two identifiers to a single user, such as email to a mobile phone. This data can be effectively used to expand targeting into different strategies like desktop, email and mobile. 

ID Types & Common Linkages

Types

Hashed Email (HEM)

md5, sha1, sha256

  • Collected through newsletters, registrations & sign-ups, and other online properties where an email is entered or required
  • Personal Identifiable Information (PII) is removed at the point of hashing

Mobile Ad IDs (MAIDs)

IDFA & AAID

  • A unique pseudo-anonymous identifier tied to a mobile phone, often collected from developers through APIs offered on the device

Cookies

  • Storage mechanism that are associated with a web browser (mobile web or desktop) and are specific to the domain of the collected data
  • Specific to the domain of the data collected (Amazon different than Google)

Common Linkages

Below are examples of the types of ID Mapping Linkages available through a variety of suppliers in Narrative.

Hashed Email<>MAID

  • Supplier has made a connection of (1) Hashed Email to (1) Mobile Advertising ID
  • Example: user created an in-app login with an email address, since done within an app that MAID is collected as well, making the connection of HEM<>MAID

Cookie<>MAID or Hashed Email

  • Narrative can provide cookie to MAID mappings by using supplier Cookie Syncs
  • Narrative supports Suppliers that provide their own ID Mapping of their unique Cookie IDs to either hashed emails or MAIDs
    • Supplier cookie data is typically collected from a web browser when a user visits on a desktop or mobile device
    • A cookie is fired and that device is collected and both are mapped to each other
  • To standardize different supplier mappings, Narrative creates their own cookie ID (Narrative Cookie) mapped to the additional identifier, as an email hash or MAID
  • This allows different Cookie IDs from different Suppliers to be linked to a shared value in Narrative (Narrative Cookie)

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