You can specify attributes in the audience data that can be used to identify specific individuals. Acoustic Exchange defines several recognized identifier types.

For example, if the audience data includes email addresses, you can specify the identifier type email.

Acoustic Exchange uses identifier attributes to identify specific individuals in an audience. Over time, Acoustic Exchange merges identity records of the same type for the same individual to provide a detailed view of the customer in multiple contexts. You can define one or more attributes that relate to a specific individual. You must specify the name of the identifier and type of data that the identifier provides.

To support augmenting audience identities, the type of identifier in the audience source must match the type of identifier in the destination. The names might be different, but the types must be same.

Because identifiers can sometimes reveal personally sensitive information, Acoustic Exchange supports various hashing algorithms to obscure the data.