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Format Audience Identifiers for Better Match Rates

Prepare audience identifiers in the right format to help improve match rates across MNTN audience integrations.

Overview

When you send CRM or audience data to MNTN through an integration, your audience match rate depends partly on how each identifier is formatted before it is sent.

Use the formatting requirements below to help MNTN recognize and match audience identifiers consistently across supported audience integrations.

These requirements may apply when sending identifiers such as:

  • Hashed emails, also known as HEMs

  • Phone numbers

  • IPv4 addresses

  • Mobile advertising IDs, also known as MAIDs

Why it matters

MNTN can only match audience identifiers when they are sent in a supported format. Extra spaces, inconsistent capitalization, unsupported phone formatting, or incorrectly formatted MAIDs can reduce the number of audience members MNTN is able to match.

Before sending audience data to MNTN, confirm that each identifier follows the formatting requirements for its identifier type.

Identifier Formatting Requirements

Identifier Type

Formatting Requirements

HEMs

  • Trim whitespace

  • Lowercase the value

  • Apply SHA-256 hashing

Phone

  • Remove all non-digits, including any leading +

  • If the phone number has 10 digits, prepend 1 (this assumes a U.S. phone number)

IPv4

Send the raw IPv4 address.

MAIDs

  • Format as UUID hex with hyphen delimiters

    📘 Example:

    8047992a-e64e-4e4a-9b48-18e0018a1670

  • Lowercase the value

  • Apply SHA-256 hashing

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