About European Union ID (EUID)

European Union ID (EUID) is an open-source framework that enables deterministic identity for advertising opportunities across the open internet for participants with access to the advertising ecosystem. EUID is a standalone solution with a unique namespace and privacy controls that help participants meet local market requirements.

How EUID works

Amperity may be configured to interact with EUID endpoints on your brand’s behalf , including receive and store encryption keys and salts from the EUID Core Service, salt and hash personal data to return raw EUIDs, encrypt raw EUIDs to generate EUID tokens, and distribute EUID token decryption keys.

The following sections describe at a high level the series of steps that are required to configure Amperity to act as a EUID Operator for your brand.

	Before you can configure Amperity to act as a EUID Operator for your brand you must do the following: Request access to EUID. Agree to the EUID participation policy. Get an API key for the Mapper participant type. Use the credentials for this API key to allow Amperity to access endpoints in the EUID API and act as a EUID operator for your brand.
	After your brand has adopted EUID as part of your identity strategy you can configure Amperity to act as a EUID operator for your brand. Add your brand’s credentials for EUID to Amperity. Enable EUID. Add the EUID table to your brand’s database. Use custom database tables, queries, and/or segments to configure Amperity to support your brand’s use cases for EUID. How does Amperity maintain EUID tokens? Amperity uses the following EUID endpoints when Amperity is configured to act as a EUID Operator for your brand: Amperity sends an API request to EUID using the POST /identity/buckets endpoint to identify salt buckets that have expired. All EUID tokens associated with an expired salt bucket are refreshed. Amperity sends an API request to EUID using the POST /identity/map endpoint. This request contains a list of email addresses that are pulled from the Unified Coalesced table. The POST /identity/map endpoint responds with three values: a hashed email address, an advertising ID (the EUID token), and a salt bucket ID. Amperity adds the original email address, normalized email address, advertising ID, and salt bucket ID to the EUID table.
	Build workflows against the EUID table to support your brand’s EUID workflows. Use custom database tables, queries, and segments in Amperity to build audiences of EUID tokens that support your brand’s advertising strategies. Send these audiences to demand-side platforms (DSPs) that participate in EUID, such as The Trade Desk. DSPs can receive EUIDs from advertisers as first- and/or third-party data. Advertisers buy impressions across a range of publisher sites. DSPs help advertisers decide which ad impressions to purchase and how much to bid on them.

Prerequisites

Before your brand can configure Amperity to generate EUID tokens you must do the following:

1. Get access to EUID.

2. Agree to a EUID participation policy, which is a legal requirement for EUID sharing.

3. Get an API key. Use the credentials for this API key to allow Amperity to access endpoints in the EUID API and act as a EUID operator for your brand.

Get access to EUID

To get access to the EUID framework, you may sign up directly from the European Union ID website or connect directly with your The Trade Desk representative (or EUID administrator).

Participate in EUID

You must agree to a EUID participation policy, which is a requirement for EUID sharing .

Important

Talk with your The Trade Desk representative if you are unsure of which participation policy is required to support your brand’s EUID use cases.

Get Mapper credentials

Each participant in EUID has its own set of unique Mapper credentials , which allow access to specific areas within the EUID ecosystem.

To configure Amperity to act as a EUID Operator for your brand you must be a Mapper participant in EUID.

A mapper participant is a broad category that includes advertisers , data providers , data on-boarders, measurement providers, identity graph providers, third-party data providers, and any other organization that sends data to other participants and organizations that collect user data and push it to other EUID participants.

Important

Use your brand’s Mapper participant credentials to configure Amperity to act as a EUID Operator.

Configure Amperity

After your brand has adopted EUID as part of your identity strategy you can configure Amperity to act as a EUID operator for your brand.

1. Add your brand’s Mapper credentials for EUID to Amperity.

2. Enable EUID.

3. Add the EUID table to your brand’s database.

Add Mapper credentials

Add credential to Credentials tab in Settings.

Add your brand’s Mapper credentials for EUID to Amperity. Open the Settings page, select the Credentials tab, and then click Add credential.

Choose the EUID plugin. Provide a name and description for the credential that ensures users within your tenant know it’s related to EUID. Add the API key and the client secret for your brand’s Mapper participant credentials.

Enable EUID token generation

EUID token generation is enabled from the Customer 360 page. Click the UID2 link to open the EUID Generation dialog box. Select the Enable EUID generation checkbox, and then choose your brand’s Mapper credentials from the Select credentials drop-down.

Add EUID table to database

Add the EUID table to any database as a passthrough table. The EUID table is a core table.

The EUID table contains the following columns:

Column name	Data type	Description
Bucket ID	String	A unique identifier for the salt bucket that is used to ensure that expired EUID tokens are refreshed. This value is returned in the response from the POST /identity/map endpoint. Note Each EUID token is associated with a salt bucket that links that token to a specific point in time. Salt buckets expire; approximately 1/365th of all salt buckets are rotated daily. Amperity monitors salt buckets on a daily basis to determine which EUID tokens need to be refreshed.
Email	String	The email address for the customer. Amperity gets this value from the email field in the Unified Coalesced table.
Normalized Email	String	The normalized email address that was sent from Amperity to the POST /identity/map endpoint for mapping. This value is returned in the response from the POST /identity/map endpoint.
EUID	String	The raw EUID value for the customer. This value, when encrypted, may be used as a EUID token. This value is returned in the response from the POST /identity/map endpoint.

About EUID workflows

Use custom database tables, queries, and segments in Amperity to build audiences of EUID tokens that support your brand’s advertising strategies. Send these audiences to demand-side platforms (DSPs) that participate in EUID, such as The Trade Desk.

DSPs can receive EUIDs from advertisers as first- and/or third-party data. Advertisers buy impressions across a range of publisher sites. DSPs help advertisers decide which ad impressions to purchase and how much to bid on them.

Advertising with EUID enables the use of use first-party data to build omnichannel campaigns across devices using a single identifier. Using EUID as part of your advertising strategy will help your brand: Manage advertising frequency Suppress audiences across channels and devices Simplify identity resolution for households and individuals Create effective advertising in locations where cookies may not exist, such as connected TVs and mobile apps Support better consumer privacy options, including opt-out Improve campaign measurement

Data providers can use EUID to enable the use of third-party data . This approach to advertising can reduce identity fragmentation and connect third-party data to a more durable, omnichannel, cross-device identifier.