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Global Device ID Validation

Device Advertising Identifiers (i.e. iDFA, GAID, Roku ID) have formatting standards that must be met in order to be usable in the digital advertising ecosystem. Today, customers and partners can upload IDs to our Global data sources in any format without being notified of whether the ID is properly formatted. This feature will introduce validation of device IDs sent to the Global data sources for proper formatting and will provided error messaging when IDs are incorrectly formatted. We will support validation for iDFA, Google Advertising and Roku IDs at launch.

Overview of Format Standards

The following are the global Device Advertising ID pools that are currently recognized and supported by AAM. These are implemented as shared Data Sources that can be used by any customer or data partner that works with data tied to users of these platforms.
Platform AAM Data Source ID ID Format AAM PID Notes
Google Android (GAID) 20914 32 hex numbers, generally presented as 8-4-4-4-12 example, 97987bca-ae59-4c7d-94ba-ee4f19ab8c21 1352 This ID must be collected in a raw/unhashed/unaltered form Reference - https://play.google.com/about/monetization-ads/ads/ad-id/
Apple iOS (IDFA) 20915 32 hex numbers, generally presented as 8-4-4-4-12 example, 6D92078A-8246-4BA4-AE5B-76104861E7DC 3560 This ID must be collected in a raw/unhashed/unaltered form Reference - https://support.apple.com/en-us/HT205223
Roku (RIDA) 121963 32 hex numbers, generally presented as 8-4-4-4-12 example, fcb2a29c-315a-5e6b-bcfd-d889ba19aada 11536 This ID must be collected in a raw/unhashed/unaltered form Reference - https://sdkdocs.roku.com/display/sdkdoc/Roku+Advertising+Framework
Microsoft Advertising ID (MAID) 389146 Alpha numeric string 14593 This ID must be collected in a raw/unhashed/unaltered form Reference - https://docs.microsoft.com/en-us/uwp/api/windows.system.userprofile.advertisingmanager.advertisingid https://msdn.microsoft.com/en-us/library/windows/apps/windows.system.userprofile.advertisingmanager.advertisingid.aspx
Samsung DUID 404660 Alpha numeric string example, 7XCBNROQJQPYW 15950 This ID must be collected in a raw/unhashed/unaltered form Reference - https://developer.samsung.com/tv/develop/api-references/samsung-product-api-references/productinfo-api

Setting an Advertising Identifier in the App

Setting the advertiser ID in the app is really a two step process, first retrieving the advertiser ID, and then sending it to the Experience Cloud. Links are found below for performing these steps.
  1. Retrieve the ID
    1. Apple information about the advertising ID can be found HERE .
    2. Some information about setting the advertiser ID for Android developers can be found HERE .
  2. Send it into the Experience Cloud using the setAdvertisingIdentifier method in the SDK
    1. Information for using "setAdvertisingIdentifier" is in the documentation for both iOS and Android.
// iOS (Swift) example for using setAdvertisingIdentifier: ACPCore.setAdvertisingIdentifier([AdvertisingId]) // ...where [AdvertisingId] is replaced by the actual advertising ID

DCS Error Messaging for Incorrect IDs

When an incorrect Global Device ID (IDFA, GAID, etc) is submitted in realtime to Audience Manager, an error code will be returned on the hit. Following is an example of an error returned because the ID is sent in as an Apple IDFA, which should only contain upper case letters, and yet there is a lower case 'x' in the ID.
Please see the documentation for the list of error codes.

Onboarding Global Device IDs

In addition to realtime submission of Global Device IDs, you are also able to "onboard" (upload) data against the IDs as well. This process is the same as when you are onboarding data against your customer IDs (typically via key/value pairs), but you would simply use the proper Data Source IDs, so that the data is assigned to the global device ID. Documentation about the onboarding process can be found in the documentation . Just remember to use the global data source ID, depending on the platform that you are using.
If incorrect Global Device IDs are submitted through the onboarding process, the errors will show in the Onboarding Status Report .
Following is a sample of an error that would come through that report: