MAID-HEM

Last Updated November 22, 2023, v2.25.0

Key Feature Trends

Data Schema, Counts, and Fill Rates

FeatureDescriptionCounts
maidMobile Ad ID that can be used to resolve identity and in-market traffic. MAIDs come in 2 flavors; Apple and Android. Apple IDs (IDFA) specifically attributed to iOS are formatted as all UPPERCASE, while Android (aaid) and other IDs are formatted as lowercase.15,082,921,932
maid_last_seenThe date by which a MAID was last seen in our data flows. This date should be updated to the latest date when processing any incoming dataset. Dates should be formatted in Epoch time.15,055,866,632
sha256_lc_hemThe most observed Sha256 lowercase Hashed EMail (HEM) for this person. Used for identity management and file matching.11,969,968,072
md5_lc_hemmd5 lowercase HEM (Hashed EMail) for the purpose of matching and identity management.14,093,028,475
sha1_lc_hemThe most observed Sha1 lowercase Hashed EMail (HEM) for this person. Used for identity management and file matching.11,155,076,555
maid_platformThe OS platform associated with the MAID based on the structure of the MAID itself. Values are: 'android', 'ios'.15,081,988,537

What’s Next

For additional information, please see the release notes linked below.