Data Activation offers server-to-server connectors with dozens of marketing and advertising platforms. Through these connectors, profile identifiers — such as cookies, mobile identifiers, and hashed email addresses — stored in the platform are sent to the target system.
These identifiers are stored as key-value pairs:
Partner types (also known as partner numbers) refer to the types of identifiers, or keys.
Partner IDs correspond to the actual identifiers, or values.
When you configure a connector, you select a partner type. You need to store profile identifiers under the same partner type for the connector to function correctly.
For example, if you want to activate an audience on Facebook, you can select several types of identifiers, including a hashed email address (partner type 7001) or a hashed phone number (partner type 7002), depending on the user information available in your account.
As identifiers, only valid SHA256 hash values stored under these partner types are eligible to be sent to Facebook through the connector. If you create a connector linked to a partner type that has no identifier, no data can be sent to the connected platform.
Partner type reference
The following table lists all predefined partner types in the platform:
Partner type or number | Type of identifier | Connector name | Requirements |
|---|---|---|---|
0 | 3rd-party cookie | Data Activation Content Server | Cookie sync or option in the Pageview Tracker |
2 | 3rd-party cookie | Verve (Platform161) | Cookie sync |
6 | — | Turn | Store mapping |
7 | 3rd-party cookie | CM360: offline, DV360 | Cookie sync |
9 | 3rd-party cookie | MediaMath | Cookie sync |
10 | 3rd-party cookie | Amnet | Cookie sync |
12 | 3rd-party cookie | Xandr | Cookie sync |
13 | 3rd-party cookie | Adform | Cookie sync |
15 | — | Adnuntius | Store mapping |
16 | — | Customer connector | Placeholder only |
18 | — | Kinesis | Store mapping |
21 | — | Google PubSub | Store mapping |
22 | 3rd-party cookie | theTradeDesk | Cookie sync |
23 | — | Azure Event Hubs | Store mapping |
24 | — | Marketo | — |
25 | 1st-party identifier | Airship | Store mapping |
26 | 1st-party identifier | Adform | Store mapping |
27 | 1st-party identifier (RIID) | Oracle Responsys | Store mapping |
28 | 3rd-party cookie | Amazon | SHA256 hash or track ID recommended, custom JavaScript |
42 | 1st-party cookie (UUID) | Data Activation 1st party cookie (Track/Cookie ID) | Any Data Activation data collection tag |
1009 | — | Salesforce Marketing Cloud (Exact Target) | Store mapping |
1010 | 1st-party identifier (non-hashed) | CanopyDeploy | Store mapping |
1012 | SHA256-hashed ID | CanopyDeploy | Store mapping |
1020 | 1st-party identifier (non-hashed) | CanopyDeploy Batch | Store mapping |
1022 | SHA256-hashed ID | CanopyDeploy Batch | Store mapping |
2001 | 1st-party ID | DV360, Azure Event Hubs, Airship, Adform, Salesforce Marketing Cloud, CanopyDeploy, CanopyDeploy Batch, Google PubSub, Kinesis | Store mapping |
3002 | — | Optimizely | — |
4242 | 3rd-party cookie | Data Activation 3rd-party cookie | Data Partner, or 2nd/3rd party cookie sync |
6001 | UUID (IDFA/GAID) | DV360, CM360: offline, Adform | Store mapping |
6002 | SHA256-hashed UUID (IDFA/GAID) | Snapchat | Store mapping |
7001 | SHA256-hashed email | Facebook, Google Ads, Twitter | Store mapping. Trim leading and trailing whitespace, and convert all characters to lowercase. |
7002 | SHA256-hashed phone | Store mapping. Remove symbols, letters, trailing whitespace, and any leading zeroes. Prefix the country code. | |
7003 | Facebook User ID | Store mapping. Obtained through Facebook Login or Facebook Chat using the Facebook SDK. | |
7004 | SHA256-hashed phone | Google Ads | Store mapping. Remove symbols, letters, trailing whitespace, and any leading zeroes. Include a leading + sign. Prefix the country code. |
7005 | Mobile advertising ID | Store mapping | |
7011 | Twitter ID | Store mapping | |
8000 | MD5-hashed email address | Mailchimp | Store mapping. Trim leading and trailing whitespace, and convert all characters to lowercase. |