Enhanced Matching

Enhanced matching is used in the absence of a cookie where Yahoo matches a hashed identifier against Yahoo data and uses a deterministically matched ID in attribution and targeting if a match is available. Use Enhanced Matching to pass SHA256 hashed email addresses and phone numbers, along with pixel events, to Yahoo to help attribute more conversions and reach more customers while respecting user privacy.

Important

• Yahoo cannot push code updates for this configuration, and implementation is fully at the discretion of the advertiser.

• Use of this feature is subject to the terms of the Yahoo Pixel and Custom Audience Policy.

JavaScript Implementation

To implement online enhanced matching, generate tag code from the Yahoo DSP UI and implement macros to pass hashed identifiers through the new parameter fields.

Normalize and Hash Identifiers

Email address and phone number values must be normalized and hashed before passing them to Yahoo.

For Emails:

• Trim the blank spaces around the email address.

• Convert the email address to lowercase.

• Hash email address using SHA-256.

• Pass the hashed email address through the 'he:' field.

For Phone Numbers:

• Can be no more than 15 digits.

• Cannot have spaces, hyphens, parentheses or other special characters:

• Must use the following syntax [+] [country code] [subscriber number including area code]

• Examples:

  • US: 1 (123) 456-7890 is normalized to +11234567890.

  • Singapore: 65 1243 5678 is normalized to +6512345678.

  • Sydney, Australia: (02) 1234 5678 is normalized to drop the leading zero for the city plus include the country code: +61212345678.

Generated Tag Code Example:

<script type="application/javascript">(function(w,d,t,r,u){w[u]=w[u]||[];w[u].push({'projectId':'10000','properties':{'pixelId':'12345678','he': '<email_address>','hph': '<phone_number>'}});var s=d.createElement(t);s.src=r;s.async=true;s.onload=s.onreadystatechange=function(){var y,rs=this.readyState,c=w[u];if(rs&&rs!="complete"&&rs!="loaded"){return}try{y=YAHOO.ywa.I13N.fireBeacon;w[u]=[];w[u].push=function(p){y([p])};y(c)}catch(e){}};var scr=d.getElementsByTagName(t)[0],par=scr.parentNode;par.insertBefore(s,scr)})(window,document,"script","https://s.yimg.com/wi/ytc.js","dotq");</script>

IMG Calls

Image calls can be used with the addition of a query parameter. Before hashing, email address and phone number values should be normalized.

Sample IMG Call

<img src="https://sp.analytics.yahoo.com/spp.pl?a=10000&.yp=12345678&he={INSERT_MACRO_HERE}&hph={INSERT_MACRO_HERE}"/>

FAQs

Q: Who should use online enhanced matching?

A: U.S.-based advertisers who have access to user emails and a DOT tag implemented on their page.

Q: Does the Dot Online Enhanced Matching feature comply with privacy laws, like GDPR and CCPA?

A: Yes. Online Enhanced Matching feature complies with all privacy laws and mechanisms. DSP honors any opt-out values that advertisers pass to Yahoo through the U.S. Privacy or GDPR macros. Additionally, Yahoo maintains its own privacy dashboard and honors user opt outs from Yahoo user privacy settings.

Q: Does Yahoo have access to the email addresses in clear-text?

A: Yahoo does not allow any clear text email addresses into Yahoo systems for this feature. If the advertiser does not perform hashing, the data is dropped from the DOT call. Yahoo recommends that advertisers use the JS code and the query parameter that allows Yahoo to perform the hashing function using SHA256.

Topics to Navigate

If you’re working with Tealium, be sure to explore these topics: