Targeting and identity
What is a mobile advertising ID (MAID)?
Free, with no card. We read your homepage, draft who buys from you and show your monthly price before you join the waitlist. Nothing is bought until you've approved the plan and the ads.
what it means here
Here is what the term means for a UK buyer
The definition above holds anywhere. Buying media in the UK adds the detail below, including where AdBuyMCP does something different.
Platform changes have sharply reduced how often these identifiers are available, and the decline runs one way, which is why any measurement spine built on advertising identifiers alone degrades on a schedule somebody else controls. AdBuyMCP holds hashed advertising identifiers for at most 90 days, after which the hash is persistently stripped from the exposure event, re-grading it to a coarser key and keeping the record. That rule lives in the key-translation service, which is the only module we have that performs identity joins at all.
Type your company website or work email to see who we think buys from you and what reaching them 3, 5 or 12 times a week would cost.
Free, with no card.
related terms
These terms sit next to this one
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Identity resolution
The process of deciding that two different identifiers refer to the same person or household, so that behaviour seen under one can be joined to the other.
Exposure ledger
A single record of advertising exposures across every channel, keyed on whichever of four identifiers a channel can supply, with per-key legal grading. They are an opaque household key, a hashed advertising id, a consent-based id and a postcode sector.
European Unified ID (EUID)
A consent-based identifier for European advertising, derived from a hashed email or phone number provided with consent, designed to let first-party audiences be addressed across publishers without third-party cookies.
Unified ID 2.0 (UID2)
An open-source, consent-based advertising identifier derived from a hashed email or phone number, developed as an industry alternative to third-party cookies. EUID is its European counterpart.
same group
These terms are also in Targeting and identity
How an audience is described to a seller, and how much of the description survives. Most media-buying problems start at this translation step.