More Addressable IDs for Audience planning and activation

Overview

Several concurrent trends are driving changes across the digital ecosystem and impacting the technologies that power digital advertising and marketing. Emergence of new privacy regulations, shift of consumers and media dollars away from web-based inventory into higher-value inventory formats and continuing convergence of ad-tech and mar-tech are driving marketers and publishers to identifiers that are persistent, addressable across diverse paid & owned channels, and are pseudonymous. Hashed email, first party id, hashed phone number and other persistent ids will continue to emerge as critical identifiers for advertisers and publishers operating in this new digital ecosystem. 

Audience Studio is reoriented to use all available ids, both persistent and transient, for audience planning and activation. Many Audience Studio clients have been capturing addressable ids such as Hashed emails and first party ids for generating people metrics. Audience Studio can now enable the clients to leverage those addressable ids to activate audiences across direct and programmatic channels — email, display, search, connected TVs and game consoles.

 

Total Addressable IDs in Segment Summary

The Segment Summary window gives you the ability to view the total addressable ID population. Your total addressable ID population includes the population from Hashed email addresses, first party ids, and IDs associated with a web browser, mobile app, over the top devices and Safari browser. The trend chart is streamlined to display the total addressable ID population trend for the last 30 days. The Addressable Id Breakdown Chart captures the population associated with each addressable ID type.

 

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3 New categories of Addressable IDs

Web-1P: Web-1P category represents first party cookies associated with a web browser.

Web-3P: Web-3P category represents third party cookies associated with a web browser.

First Party ID: First party ID category represents deterministic IDs that clients have assigned to their customers. For example, an e-commerce retailer may assign "CRM ID" as a "First Party ID" to uniquely identify its customers. 

Where is the Total Device Population?

The Total addressable ID population supersedes the previous Total Device Population. The Addressable ID population includes the previous Total Device Population and more.  Any reference to “Devices” across the Audience Studio platform is being replaced with “Addressable IDs”. 

If you have been capturing Hashed email addresses or first party ids as Bridge keys in Audience Studio, you may configure them as “Addressable Ids” using the Manage Attribute screen. After the configuration, the segment population will increase as more addressable ids types are available for segment population. 

Where is the Predictive Population Count? 

The Predictive Population UI component has been removed from the Segment Summary window, due to low customer usage. But the total addressable ID population in the segment summary screen includes predictive population counts. 

Can we adjust the dates for the segment population trend chart?

You cannot adjust the time frame. The set lookback is a maximum of 30 days. Keep in mind, if the segment was created less than 30 days ago you will see the segment creation date as the first date on the population trend chart.

How long does it take for a segment’s population to display in the population trend chart?

The trend chart is updated as soon as the segment is processed.

 

Attribute Management

The Attribute Management tools allow you to enable and configure attribute data captured via multiple sources. One type of attribute you may be capturing is referred to as a bridge key. If you are capturing a bridge key using a first party id or hashed email address, you may configure your bridge key attributes to be used as addressable ids for audience planning and activation.

Configure Bridge keys as addressable in Manage Attributes screen

  1. Login to Audience Studio.
  2. Navigate to Manage > Manage Attributes.
  3. Select a bridge key that captures the Hashed email address or a First party id.
  4. Click on the gear icon and select “Edit attribute”.
  5. Toggle ON “Is Addressable”.
  6. Select “Addressable ID type” as either “Hashed email” or “first party ID”.
  7. If “Addressable ID type” is “Hashed email”, select the hashing algorithm from the list: SHA1, SHA256 and MD5.
  8. Click Save.

 

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Using Addressable IDs in Activation

Device types supported for activation are defined by the activation partner. For example, Google Ads Customer Match supports hashed email addresses that are using the sha256 hash method.

In order to use your hem-based data, simply create first party segments and activate to Google Ads Customer Match. The Audience Studio platform will package and send only the first party hashed email addresses with sha256 hashing method. Learn more about the Google Ads Customer Match integration.

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