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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 The 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 focuses on uploading Hashed Email Addresses into segments directly on Beeswax.
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Use Cases
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. 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. |
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This feature is available for all Beeswax customers who have FreeWheel Identity Network enabled. Although Hashed Emails is a no-cost feature, FreeWheel Identity Network audience extension fees still apply. Please reach out to your Beeswax Account representative for more information. |
- Ask your Beeswax representative to enable
Request the activation of FreeWheel Identity Network from the Beeswax Account Representative.
- Ask your
Have the Beeswax representative
tosend
youthe FreeWheel
saltSalt via email.
- You will then need to hash
Hash the emails
withusing the following parameters:
- Convert the email string to uppercase before hashing.
- Use
- SHA-256
- Salt: Please reach out to your Beeswax representation to receive the Salt.
- Case Sensitive: Emails must be upper case prior to hash (i.e. BEESWAX@BEESWAX.COM)
Once the emails are hashed, you can then follow the typical segment upload instructions.
Note When selecting the file format for segment upload, be sure to select File Format as Beeswax Pipe-Delimited File and User ID Type as HEM.
- 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,
Once the segments have been uploaded into Beeswax, you cantarget the segments on the line item.
GivenSince HEMs
do not come through onare not included in the bid request,
you will need toapply the FreeWheel Identity Network audience extension at either the campaign or line item level
in orderto deliver on the HEM segments.
- 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
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What are 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?
Can I filter QPS based on my HEM segments if I have my own Beeswax bidder?
What is a Hash?
Why SHA256?
What is a salt?
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