New ID Research Examining Stability of HEMs, MAIDS, and IPs

New ID Research Examining Stability of HEMs, MAIDS, and IPs

The marketing world never stands still. If you’re in business, you’ll know that with each passing day, you need to adapt and innovate to keep up with all the changing trends, demographics, and technologies. The most effective way of ensuring that you give your audience and consumers the best product and service possible is to learn about their needs, patterns, and behavior.

As we try to keep up with the current realities of the industries, careful attention must be given to how we analyze and make sense of the data we receive. This is made even more relevant by the fact that more traditional data resources, such as third-party cookies, gradually become less viable.

MediaWallah Marketing Identifier Research Report

With this in mind, MediaWallah, one of the world’s foremost identity design providers, has recently launched a report detailing how companies can expect to interact with HEMs (Hashed Emails), IPs (IP Addresses), Identity Graphs, and MAIDS (Mobile Ad IDs). Even as new techniques and technologies evolve, these are expected to be the most relevant resources in our hands going into the future.

Here’s a quick glimpse into what some of these factors entail, what they represent, and what the report tries to uncover.

Hashed Emails

Hashed emails are cryptographic functions, which is just another way of saying that they are email addresses converted into code for the owner’s security and privacy. While a third party, such as an advertiser or marketer, might not be able to decipher the email owner’s true identity, they will have access to the purchasing behaviors and online behaviors attached to it. This is what makes it valuable. The report shows that HEMs, although persistent, present scaling challenges and possess an inherently significant chance of mismatches.

Mobile Advertising IDs

These are strings of digits that every mobile device is assigned. Whether you’re using Apple, Android, or any other brand of device, this is what lets marketers know which adverts will appeal to which individuals. A particularly interesting insight from the MediaWallah report is that MAIDs have a shorter lifespan than most expect. After just 6 months, today’s average consumer will change their mobile device, which calls for more agility on the part of advertisers.

IP Addresses

As the name suggests, there are numerical labels attached to all devices with internet connectivity. IP addresses serve the dual purposes of location addressing and network interface identification. While such information might seem like a surefire way to tap into the habits and behavior of your target demographic, this report tells us that as much as 18 percent of IP addresses are not tied to any particular home. This poses a challenge in targeted advertising and calls for high technical proficiency when trying to distinguish between shared-use and personal-use instances.

Final Thoughts

This report is geared towards helping re-establish the type of interoperability enjoyed in the digital advertising and marketing ecosystem while third-party cookies were universally used and accessible.

On top of the three identifiers we’ve highlighted, the report goes into the salient details of which identifiers are currently reliable and which are going the way of the dodo. It will give you an insight into which identifiers are the most difficult to roll out on a large scale, which present addressability difficulties, and which of them may pose house-holding challenges.

In short, you will receive a comprehensive report on the pros and cons, trade-offs, and benefits of the identifiers available to all companies in the marketing and advertising industry. This will be a welcome resource with increasing legislative restrictions and growing consumer hesitance towards such data resources. You can check out the full report here.


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