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  1. Ask your Beeswax representative to enable FreeWheel Identity Network. 
  2. Ask your Beeswax representative to send you the FreeWheel salt Salt via email.
  3. You will then need to hash the emails with the following parameters:
    1. Upper case: Apply an upper case to the full email string ahead of hashing
    2. Encryption type: SHA-256
    3. Salt: Please reach out to your Beeswax representation to receive the Salt. 
    4. Case Sensitive: Emails must be upper case prior to hash (i.e. BEESWAX@BEESWAX.COM)
    5. Apply the 64-character string you received to the end of the input
  4. Once the emails are hashed, you can then follow the typical segment upload instructions.  NoteWhen selecting the file format for segment upload, be sure to select File Format as Beeswax Pipe-Delimited File and User ID Type as HEM.
  5. Once the segments have been uploaded into Beeswax, you can target the segments on the line item. Given HEMs do not come through on the bid request, you will need to apply FreeWheel Identity Network audience extension at either the campaign or line item level in order to deliver on the HEM segments. 
  6. Please note, HEMs are not currently passed in log level data. Future product enhancements will allow customers to report on HEMs via a Clean Room, however, this is not currently available. 


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FAQs

Info

What are HEMs? 

  • Hashed Email addresses are encrypted email addresses used for identifying and targeting users while maintaining consumer privacy. They are built from clear-text email addresses. They are used to enable personalized advertising without exposing raw email addresses. 

 

How are HEMs tied into the FreeWheel Identity Network?

  • The FreeWheel Identity Network is a PII-Anchored graph. One of those PII signals are email addresses. We have used the PII-Anchored core to create and add HEMs into the FreeWheel Identity Network.

 

Are there any restrictions on what type of Email Service Providers are supported?

  • No, we support all service providers. 

 

Is this available globally?

  • This is currently only available in the US.

    

Can I filter QPS based on my HEM segments if I have my own Beeswax bidder? 

 

What is a Hash?

  • A technical method to encrypt personal data while allowing for targeted advertising. It is one-way and secure, making it extremely difficult to reverse-engineer. This approach allows us to offer an email-based identity solution in an ethical and privacy-preserving manner. 

 

Why SHA256?

  • It is a part of the Secure Hash Algorithm 2 (SHA2) family of cryptographic hash functions known for its strong security and performance characteristics. It is widely trusted in various industries and was recommended by our partners in the FreeWheel and Comcast Information security departments. 

 

What is a salt?

  • A “salt” in the context of cryptography and data security is a random data string added to the end of an input before hashing. This technique enhances security by making common attacks less effective.
  • For example, use SQL to apply the FW salt to the email address. Example below:
Code Block
SELECT 
    SHA2(CONCAT(UPPER(email),'{FW SALT}'), 256) AS email_sha256 
FROM customer_crm_data