Identifiers are event and audience attributes that can be used to identify specific individuals. Identifier administration must include taking steps to maintain privacy protections for the individuals who are associated with the events or audiences that you share through Acoustic Exchange.
Typical identifiers might include attributes such as email address, mobile phone number, account ID, or physical address.
Identifier information can include potentially sensitive personal data that you might not want to forward or might want to obscure from unauthorized view. To protect sensitive personal data, you must control which identifiers are forwarded by Acoustic Exchange to a destination endpoint. To prevent unauthorized individuals from viewing the data that you decide to share, Acoustic Exchange supports several standard hashing methods.
To manage identifiers in audience data, you can control which identifiers to include when you segment the database to create the audience. When you share the audience, you can control which identifiers are sent to the destination when you map identifiers and attributes.
Managing identifiers in event data is different. Unlike audience data, the endpoint that provides the events determines which identifiers to include in the event attributes and the degree to which the data is hashed to prevent unauthorized viewing. To maintain control over how to share identifiers in event data, you must adjust the configuration of the endpoints that publish and subscribe to events in your Acoustic Exchange account.
For each registered endpoint, Acoustic Exchange provides the Identifiers tab as part of Endpoint details. Through the Identifier tab, you can manage the sharing and hashing of event-related identifiers that are published or received by the endpoint.
You can control the kinds of personal information that is exchanged between endpoints by specifying which identifiers are sent or received.
If your organization chooses to share personal identifiers, you can use the hashing options to control the visibility of potentially sensitive information. Confirm which hashing options are supported by the destination endpoint.
The properties that are available for managing identifiers depend on whether the endpoint is a publisher or subscriber of event data. The following table lists the identifier properties that you can observe or define.
| Property | Publisher | Subscriber |
|---|---|---|
|
Identifier (Read-only) The name as defined by the endpoint provider. |
X |
X |
|
Type Matches identifiers across endpoints within your Acoustic Exchange account based on the identifier type. |
X |
X |
|
Send Can be Yes or No. This setting enables you to prevent the identifier from being sent to the subscribing endpoint. |
X |
|
|
Receive Can be Yes or No. This setting enables you to prevent the identifier from being received by the subscribing endpoint. |
X |
|
|
Case sensitive (Read-only) Indicates whether the identifier name and value are case-sensitive. |
X |
X |
|
Hashed (Read-only) Indicates whether the publisher obscured potentially sensitive data by hashing. |
X |
X |
|
Hash when shared If the publisher does not hash the event or audience, you can request that Acoustic Exchange hash the data when it forwards it to the subscriber. Confirm that the destination endpoint can support the hashing method that you use. |
X |
X |
|
Hash algorithm The hashing algorithm to use. Acoustic Exchange supports multiple hashing algorithms. Confirm that the destination endpoint supports the algorithm that you use. |
X |
X |
Endpoint providers specify identifier properties when they integrate their products and solutions with Acoustic Exchange. Some properties, such as type or hashing requirements, are optional and providers leave them undefined. Identifier properties that are not defined by the provider can be changed on the Identifiers tab. However, if the endpoint provider defines an identifier property, the setting appears as read-only.