ID types
Decentriq supports a range of identifier types for use in Datalabs and Media DCRs. The same identifier type can be used as a matching ID (to match the base and seed audiences) or as an activation ID (to export audiences) — the role is set per identifier when you create the Datalab.
The matching ID type for a Media DCR is set during DCR creation and determines how the base and seed audiences are joined. When you invite a publisher or data partner from the Decentriq Network, the matching ID type is pre-selected based on their Datalab configuration.
Supported ID types
| ID Type | Description | Example |
|---|---|---|
| String | Most flexible format with no specific validation. Use for universal IDs, cookie IDs, and device IDs. | 550e8400-e29b-41d4-a716-446655440000 |
| Standard email format, lowercase, no whitespaces | john.doe@example.com | |
| Hashed email | SHA-256 hash of an email address, in string format | 5e884898da280471… |
| Phone number | Valid phone number in E.164 format | +14155552671 |
| Hashed phone number | SHA-256 hash of a phone number, in string format | 8d969eef6ecad3c2… |
| MAID | Mobile advertising ID — IDFA (iOS) or GAID/AAID (Android). 36-character UUID. | 38400000-8cf0-11bd-b23e-10b96e40000d |
| Hashed MAID | SHA-256 hash of a mobile advertising ID, in string format | 9b74c9897bac770ffc029102a200c5de… |
| Utiq martechpass (mtid) | Utiq first-party marketing identifier, prefixed mt1- (mobile) or mt2- (fixed) | mt1-67h2p9VVPK2RWwuK7UJVSg |
| Utiq adtechpass (atid) | Utiq programmatic advertising identifier, base64 with -- separator and alphanumeric suffix | gB4jvq2…==-ndye |
| First-id | 32-character pseudonymous first-party identifier | 4ba6266accb230f2fcd2dc503cd665d0 |
| ID5 | Universal identifier from the ID5 platform, prefixed ID5- | ID5-abc123… |
| netID | European SSO and advertising identifier (tpid), URL-safe base64 | tLTGOmOHb5ix7i9d-hJ4CHXdh_hM2ZsCR2Iy7v7hs1M |
| OneID | UUID-formatted identifier from the OneID platform | 550e8400-e29b-41d4-a716-446655440000 |
| IPv4 address | IPv4 address in dotted-decimal notation | 192.0.2.1 |