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Overview
As the Identity landscape in AdTech continues to evolve, email addresses are emerging as a primary key for identity integrations across the board. One example to illustrate this is the prevalence of an email address as the primary key of many universal ID solutions, such as TTDThe Trade Desk's UID2.0, LiveIntent, ID5, and many others. As a result, buyers in the AdTech space have started to center their first-party Identity strategy around scaling their programs to collect or license email addresses. In response, Beeswax has added Hashed Email Addresses (HEMs) to the FreeWheel Identity Network. This solution offers a shortcut for clients to skip Personal Identifiable Information-based (PII) segment onboarding, and go straight to segment uploading and clean-room-based measurement. The FreeWheel Identity Network has a total of 399 Million distinct hashed emails at both the person and household levels. This page will focus on new information due to adding focuses on uploading Hashed Email Addresses into the FreeWheel Identity Networksegments directly on Beeswax.
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Use Cases
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There are a number of use cases in which email-based audiences or identity data can unlock the value of data faster and cheaper than current available options. Below are two use cases for Hashed Emails in FreeWheel Identity Network:
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Currently, Beeswax offers a Segment Extension use case to upload email-based segments directly instead of relying on a traditional onboarder's time and cost requirements.
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Instructions for Use
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Beeswax supports hashed emails in log-level data via Identity Enriched Logs. |
Client Enablement
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This feature is available for all Beeswax customers . Please reach out to your Beeswax representative to have this feature onboarded.who have FreeWheel Identity Network fees will apply, there is no fee to use Hashed Emails. |
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enabled. Although Hashed Emails is a no-cost feature, FreeWheel Identity Network audience extension fees still apply. Please reach out to your |
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Beeswax Account representative for more information. |
Request the activation of FreeWheel Identity Network from the Beeswax Account Representative.
Have the Beeswax representative send the FreeWheel Salt via email.
Hash the emails using the following parameters:
- Convert the email string to uppercase before hashing.
- Use SHA-256 as the encryption type.
- Append the 64-character salt string received to the end of the email input.
After hashing the emails, follow the standard instructions for segment upload.
Upon uploading the segments into Beeswax, target the segments on the line item. Since HEMs are not included in the bid request, apply the FreeWheel Identity Network audience extension at either the campaign or line item level to deliver on the HEM segments
In order for proper enablement, emails addresses being uploaded must be hashed via the following parameters:
- Encryption type: SHA-256
- Salt: A 64-character string shared to customers for use in generating compatible HEMs.
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Tip: For client enablement, please reach out to your CSM to have the Salt delivered via email to the required individuals. |
Step for Enablement
- Ask your Beeswax account representative to be enabled/setup for FreeWheel’s Identity Network.
- Apply the FreeWheel salt to the email address. See below for example:
UI Text Box |
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SELECT |
Segment Uploading
- Prepare a process to upload segments to Beeswax, in addition to the regular instructions, this process should also include the following:
- Key the segment deliveries on email addresses
- Hash the email address with the salt shared by FreeWheel/Beeswax
- Deliver the segments to Beeswax as usual
Reporting and Logs
As with other graphs, Beeswax will include the Hashed Emails alongside other graph data in internal logs, but they are unavailable in customer logs, bidding agents, and augmenters. Clients who require Hashed Emails in their ad exposure or other logs will be made available via AIM’s 1P ID Enriched LLD via the Clean Room solution.
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FAQs
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What are HEMs?
Is there any additional cost for HEMs?
How are HEMs tied into the FreeWheel Identity Network?
Are there any restrictions on what type of Email Service Providers are supported?
Is this available globally?
How can a customer use their HEM keyed segments?
What kind of email addresses will my client need?
Can this be used in RUF or segment filter?
Can we provide HEMs to customers?
Do we expect to see HEMs on incoming requests?
Can I filter QPS based on my HEM segments if I have my own Beeswax bidder?
What is a Hash?What is a Hash?
Why SHA256?
What is a salt?
Does everyone get the same Salt?
Do customers need to sign the Identity Network Attachment?
When should a customer use First-Party ID Onboarding via PII vs via HEMs? Generally, if a customer has more than HEMs (names, postal addresses, phone numbers), they will have higher quality and greater matching scale than just using HEMs. Also, using the PII onboarder offers additional flexibility in the types of matching we can do with emails vs the character based match that HEMs are limited to.
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