An Activation file is a CSV or GZIP compressed file that contains Mobile Advertising IDs (MAIDs) or Encrypted Identifiers (EIDs). This file is used to deliver custom audience data to your preferred cloud provider for integration into your applications, processes, or models.
The Activation file can be in one of two formats:
- CSV (Comma Separated Values) file
- CSV GZIP compressed file
MAID and EID
The Activation file contains either MAIDs or EIDs:
- MAID (Mobile Advertising ID): This is a unique identifier assigned to a mobile device for advertising. It is used for tracking and identifying a user (without personally identifiable information) to deliver personalized advertising.
- EID (Encrypted Identifier): This is the MAID that has been encrypted using the MD5 hashing algorithm for added security. The EID ensures that the user’s data is protected while still allowing for personalized advertising.
The encryption of the MAID to create the EID is done using the MD5 hashing algorithm. The MD5 hash function is a widely used cryptographic hash function that produces a 128-bit (16-byte) hash value. It is commonly used to verify data integrity.
In the Activation file, the EID should be represented in uppercase and consist of 32 characters.
Purpose and Use Cases of MAIDs
Mobile Advertising IDs (MAIDs) are unique identifiers for mobile devices and are used for targeted advertising and other promotional activities. They are essential for marketers for several reasons:
- Personalized Advertising: MAIDs allow advertisers to deliver personalized ads based on a user’s previous behavior.
- Tracking User Behavior: MAIDs enable tracking of user behavior across different apps and websites on a mobile device.
- Attribution: Advertisers can use MAIDs to attribute app installs or other conversions to specific marketing campaigns.
- Audience Segmentation: MAIDs can be used to segment users into different groups based on their behavior, demographics, or interests.
- Frequency Capping: With MAIDs, advertisers can limit the number of times a specific user sees the same ad.
Here’s an example of what an Activation file might look like: