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 targeting and attribution if a match is available. Use enhanced matching to pass SHA256 hashed email addresses and phone numbers, along with pixel events, to attribute more conversions and reach more customers.

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 parameters. In the event hashing is not able to be done client side, Yahoo will recognize, normalize and hash pre-ingestion.

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 Pixels

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

Sample IMG Pixel

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

Topics to Navigate

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