Activation file

Overview

An Activation file is a CSV or GZIP compressed file that contains Mobile Advertising IDs (MAIDs), Encrypted Identifiers (EIDs), or IP addresses. This file is used to deliver custom audience data to your preferred cloud provider for integration into your applications, processes, or models.

File Format

The Activation file can be in one of two formats:

1. CSV (Comma Separated Values) file
2. CSV GZIP compressed file

MAID, EID and IP

The Activation file may contain MAIDs, EIDs, or IP addresses:

• • MAID (Mobile Advertising ID): A unique identifier allocated to mobile devices for advertising purposes, enabling the tracking and recognition of users to deliver tailored advertising experiences.
  • IP Address (IP): A unique numerical identifier assigned to devices connected to a network, allowing for device recognition and data exchange. IPs are used to enable analysis of online connectivity and device associations. 
  • EID / EIP (Encrypted Identifier): An encrypted form of the MAID or IP, secured via salting and the MD5 hashing algorithm to enhance data protection while still facilitating personalized advertising while keeping results distinct from each provider.

  Encryption Process

  The conversion of MAID/IP to EID/EIP is executed using the MD5 hashing algorithm, a well-established cryptographic hash function that generates a 128-bit (16-byte) hash value, predominantly utilized for verifying the integrity of data. The resultant EID/EIP is to be presented in uppercase, comprising 32 characters.  For privacy and security, we treat Mobile Advertising Identifiers (MAIDs) and IP addresses equally, applying the same standards and practices. Unique salts are applied to both MAIDs and IPs, transforming each into distinct keys. These keys are securely stored and can only be re-identified within a 90-day period. After this time, keys are removed automatically, meaning any identifier not re-encountered within 90 days becomes completely anonymous.

Purpose and Use Cases

Mobile Advertising IDs (MAIDs) are unique identifiers for mobile devices and are used for targeted advertising and other promotional activities. They are essential for marketers for several reasons:

1. Personalized Advertising: MAIDs allow advertisers to deliver personalized ads based on a user’s previous behavior.
2. Tracking User Behavior: MAIDs enable tracking of user behavior across different apps and websites on a mobile device.
3. Attribution: Advertisers can use MAIDs to attribute app installs or other conversions to specific marketing campaigns.
4. Audience Segmentation: MAIDs can be used to segment users into different groups based on their behavior, demographics, or interests.
5. Frequency Capping: With MAIDs, advertisers can limit the number of times a specific user sees the same ad.

Examples

Here’s an example of what an Activation file might look like: