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First party data transfers to destination networks in Advertising Audiences

Julkaisupäivä: Jul 5, 2023
Kuvaus
When a user chooses to activate an audience, Advertising Studio will scramble the data ((i.e. email address, phone number, postal information) using the SHA-256 hashing algorithm . For Facebook, as an example, these hashes are submitted in batches of ~1,000 over API. No Personally Identifiable Information (PII) leaves or returns to Salesforce.

This means no customer data leaves the secure environment of the Salesforce Marketing Cloud in its original format.
Ratkaisu
The ad platforms to which Salesforce sends data also hash (encrypt) the customer data on their side using the same algorithm, so we end up matching on hashes rather than email addresses or phone numbers.

The destination networks we have partnered with have computed hashes of their own user data, using the same SHA-256 method. As new hashes are presented via API by Advertising Studio, the destination network evaluates whether the hash is already present in their data set. When a match is made, the corresponding user in their system is added to a targeting audience on their platform. Hashes are subsequently deleted and not used for purposes apart from matching. There are variations in how each partner manages this process, but all adhere to this framework.
Knowledge-artikkelin numero

000380210

 
Ladataan
Salesforce Help | Article