There is a lot of talk about “identity” in the advertising and marketing space right now with companies like Salesforce and Oracle making it easier than ever for brands to take their customer identity data (specifically email addresses) and use it to reach these customers in paid media channels likes of Google, Facebook, LiveIntent and Twitter – a process known as CRM Retargeting.
But while this process has gotten easier, many brands are still asking the same question Gandalf asks Frodo about the ring: Is it secret? Is it safe?
That’s why this week, we’re taking a moment to explain what “hashing” means, and how it de-identifies the email address into a secure and unique method for leveraging a brand’s CRM data.
Email Hashing: What Could Go Wrong? – AdExchanger
The CRM Retargeting Handbook – LiveIntent