Index of IDs in Audience Manager index-of-ids-in-audience-manager
Overview overview
Audience Manager uses multiple IDs to identify and manage the data you send to it. Refer to this article for the complete list of Audience Manager IDs, together with examples of the prefixes you should use them with.
ID Prefixing prefixing
While you can refer to most of these IDs by their standalone names, most of them are meant to be used with various prefixes, when passing in data through DCS calls. Some of these IDs are used by Audience Manager without being exposed to users, while others are also visible in the user interface (UI).
To understand the prefixes used in the following examples, see Supported Attributes for DCS API Calls.
Audience Manager List of IDs id-list
ID
Name and Description
Usage and Examples
User Interface Location
AAM UUID
ÃÛ¶¹ÊÓƵ Audience Manager Unique User ID, also known as Device ID. A numerical, 38-digit device ID that Audience Manager associates to each device it interacts with. Think of this ID whenever you see a mention of unique users in the Audience Manager UI. Audience Manager saves this ID as a cookie in the
demdex.net 3rd party domain.In DCS calls,
Example:
uuid is preceded by the d_ prefix.Example:
d_uuid = 07955261652886032950143702505894272138You can filter traits by Device ID when creating Look-Alike Models, and building segments. You can also filter results by Device ID when running General Reports for Traits and Trend Reports for Traits.
ImsOrgId
Organization ID. This is the ID that a company is provided with upon signing up for an Experience Cloud account.
5DC5123F5245B1D20A490D46@ÃÛ¶¹ÊÓƵOrgNot visible in the Audience Manager user interface. To learn how you can find your company’s Organization ID, read Find your Organization ID.
PID
Partner ID. The PID is a company’s ID in Audience Manager. Audience Manager associates an imsOrgId to a PID.
1352Not visible in the Audience Manager user interface.
ECID, MID
Experience Cloud ID. The Experience Cloud ID (ECID, legacy abbreviations MID or MCID) is derived mathematically from your Organization ID and the Audience Manager Unique User ID. As long as these IDs remain constant, generating the right ECID for a specific user is simply a math problem. With the same Organization ID and Audience Manager UUID you get the same ECID value every time. You can read more about the ECID in the Cookies and Experience Cloud ID documentation.
mid = 08382830887934830189014177072406221371Not visible in the Audience Manager user interface.
SID
Trait ID. The Trait ID uniquely identifies traits in the Audience Manager environment.
In DCS calls,
Example
SID is preceded by the d_ prefix.Example
d_sid=289983.A Trait ID is assigned to each trait, and visible in the user interface, in the Traits page.
SID
Segment ID. The Segment ID uniquely identifies segments in the Audience Manager environment.
In DCS calls,
Example
SID is preceded by the d_ prefix.Example
d_sid=4798574.A Segment ID is assigned to each segment, and visible in the user interface, in the Segments page.
csegID
Legacy Segment ID. This ID uniquely identifies segments in the Audience Manager environment.
741232A Legacy Segment ID is assigned to each segment, and visible in the user interface, in the Segments page.
destID
Destination ID. The Destination ID uniquely identifies destinations in the Audience Manager environment. An ID is assigned to each destination in the user interface.
2523A Destination ID is assigned to each destination, and visible in the user interface, in the Destinations page.
DPID
Data Source ID (also referred to as Data Provider ID). The Data Source ID is a namespace for IDs or traits. An ID is assigned to each data source (data provider) in the user interface.
In DCS calls,
Example:
dpid is preceded by the d_ prefix.Example:
d_dpid=39217.A Data Provider ID is assigned to each data source, and visible in the user interface, in the Data Sources page.
DPUUID
Data Provider Unique User ID, also referred to as CRM ID or Cross-Device ID. A third-party ID. This is the ID by which you identify end users in your own CRM system. You can sync DPUUIDs with Audience Manager UUIDs and you can sync DPUUIDs from your different Data Sources (DPIDs) in the ID synchronization process.
In DCS callls,
Example
dpuuid is preceded by the d_ prefix.Example
d_dpuuid=2132-3423vn-343fds-3432r.You can filter traits by Cross-Device ID when creating Look-Alike Models, and building segments. You can also filter results by Cross-Device ID when running General Reports for Traits and Trend Reports for Traits.
CRM ID
See
DPUUID.See
DPUUID.See
DPUUID.CID, CID_IC
Customer ID, Customer ID Integration Code. The CID and CID_IC key-value pairs replace DPID and DPUUID. They provide the same functions as the DPID and DPUUID, but are more efficient because they include the data provider ID and user ID (or integration code) in a single key-value pair.
In DCS calls, these IDs are preceded by the
Example:
d_ prefix.Example:
d_cid_ic=39217_myIntegrationCode.See
DPID and DPUUID.DAID
Device Advertising ID. An ID unique to each hardware device, to be used for advertising purposes. Usually provided by the manufacturer of the device or device operating system.
See Global Device IDs.
Global Device IDs global-device-ids
Global device IDs are device advertising IDs, unique to each device, provided by the device manufacturer or the operating system. The table below explains what these IDs are and what their format is. For more information about global device IDs and how to use them in Audience Manager, read Global Data Sources.
ID
Global Data Source ID
Name and Description
Example
IDFA
20915
Identifier for Advertisers IDs are mobile device identifiers, provided by the device manufacturer. These IDs represent devices that run the iOS operating system.
The format strictly consists of 32 uppercase hexadecimal digits, displayed in five groups and separated by hyphens, in the form 8-4-4-4-12, for a total of 36 characters.
Example:
Example:
AEBE52E7-03EE-455A-B3C4-E57283966239.GAID
20914
Google Advertising IDs are mobile device identifiers provided by Android device manufacturers. These IDs represent devices that run the Android operating system.
The format strictly consists of 32 lowercase hexadecimal digits, displayed in five groups and separated by hyphens, in the form 8-4-4-4-12, for a total of 36 characters.
Example:
Example:
e4fe9bde-caa0-47b6-908d-ffba3fa184f2.RIDA
121963
Roku IDs for Advertising represent Roku streaming devices.
The format strictly consists of 32 lowercase hexadecimal digits, displayed in five groups and separated by hyphens, in the form 8-4-4-4-12, for a total of 36 characters.
Example:
Example:
fcb2a29c-315a-5e6b-bcfd-d889ba19aada.MAID
389146
Microsoft Advertising IDs are device identifiers generated by Windows 10 on a per-device, per-user basis.
MAIDs are formatted as alphanumeric strings.
TIFA
963906
Samsung Tizen IDs for Advertising are device identifiers provided by Samsung Smart TVs.
Samsung TIFA IDs are formatted as alphanumeric strings.
Amazon Fire TV Advertising ID
488258
Device identifiers representing devices running the Fire OS operating system.
The format strictly consists of 32 lowercase hexadecimal digits, displayed in five groups and separated by hyphens, in the form 8-4-4-4-12, for a total of 36 characters.
Example:
Example:
df07c7dc-cea7-4a89-b328-810ff5acb15dLGUDID
1171485
Device identifiers representing devices running the LG webOS operating system.
The format strictly consists of 32 lowercase hexadecimal digits, displayed in five groups and separated by hyphens, in the form 8-4-4-4-12, for a total of 36 characters.
Example:
Example:
095f142a-ace8-ac5d-b86a-92c8be18b197Vizio IFA
1171489
Device identifiers representing devices running the Vizio smart TV operating system.
Vizio IFA IDs are formatted as alphanumeric strings.
Example:
Example:
7XCBNROQJQPYW.recommendation-more-help
de293fbf-b489-49b0-8daa-51ed303af695