Implementing the Addressability Extension Email Tag
Tip
As of May 24, 2021, the name for LiveRamp's pseudonymous identifier (formerly known as "IdentityLink" or "IDL") is now "RampID." While we transition to this new name over the coming months, you might continue to see the previous names in help documentation text and images, and in some product names. See this announcement for more information.
To use the email addresses from your marketing emails in Addressability Extension, we need you to deploy the Addressability Extension Email Tag in the header of your marketing emails. The tag contains a block of 5 image pixels that transfer pseudonymized data to LiveRamp’s system in the form of a hashed email address/cookie ID linkage.
To implement:
Deploy the tag.
Test your hash function.
Test the tag.
Place the image pixels below within the HTML of your email templates.
Note
Tag placement: We recommend placing the pixels in the header of the email because some email clients do not load images below the fold. However, if formatting is a concern, you may place them at the bottom of the email body.
<img src="https://pippio.com/api/sync?pid={TAG_ID}&_=1&it=4&iv={MD5}&it=4&iv={SHA-1}&it=4&iv={SHA-256}" width="1" height="1" border="0" style="display:none;overflow:hidden">
<img src="https://pippio.com/api/sync?pid={TAG_ID}&_=1&it=4&iv={MD5}&it=4&iv={SHA-1}&it=4&iv={SHA-256}" width="1" height="1" border="0" style="display:none;overflow:hidden">
<img src="https://pippio.com/api/sync?pid={TAG_ID}&_=3&it=4&iv={MD5}&it=4&iv={SHA-1}&it=4&iv={SHA-256}" width="1" height="1" border="0" style="display:none;overflow:hidden">
<img src="https://pippio.com/api/sync?pid={TAG_ID}&_=4&it=4&iv={MD5}&it=4&iv={SHA-1}&it=4&iv={SHA-256}" width="1" height="1" border="0" style="display:none;overflow:hidden">
<img src="https://pippio.com/api/sync?pid={TAG_ID}&_=5&it=4&iv={MD5}&it=4&iv={SHA-1}&it=4&iv={SHA-256}" width="1" height="1" border="0" style="display:none;overflow:hidden">
Here are the macro values you will populate:
"{TAG_ID}" is your tag ID. Replace this with the tag ID provided by LiveRamp. Email clientmatch@liveramp.com if you are unsure of your tag ID.
"{MD5}", "{SHA1}", and "{SHA256}" are the three hashes we accept. You must replace all three values with the respective hashes of the email address.
"&_=[1 to 5]" is the cachebuster. The cachebuster allows us to perform ID syncs with your partner destinations so that we can deliver data for this consumer to those destinations on your behalf. Including all 5 instances of the tag will have the biggest boost to match rates. The “&_=” parameter helps us keep track of the simultaneous requests so that we call the correct partners for a sync.
Caution
Remove all brackets ("{" and "}") from the tag before deploying it into your QA or production environments.
Ensure all email addresses meet the requirements below:
The hash input is a valid, non-empty email address.
The email address is lowercased.
Any extra whitespace or text is removed from the beginning and end of the email address.
The email address is hashed via the appropriate function and produces the hexadecimal digest.
Caution
For privacy reasons, LiveRamp does not accept raw (plaintext) email addresses from Addressability Extension partners.
To test the Email Tag, follow the steps below.
Send a test email with the image pixels to a webmail client that directly loads images, such as Hotmail, Outlook, AOL, or Yahoo. Note: Do not test using Gmail.
Log in to the email account in a new Chrome incognito window.
Open Chrome developer tools. Under the "network" tab, check off “preserve log”.
Open the test email. Note: If the email client doesn’t display images by default, click the button to load images.
Sort by "name" and scroll down to find "{sync?pid}."
The "name" column should display the email hashes in the call after the "{iv=}" parameters.
The "domain" column should read “pippio.com” for five calls, and each call should fire a status 302, 307, 200, or 204.
Locate the pippio.com pixel calls in the code. In the "elements" tab, search for “pippio.com”. Mouse-over the pixels to see where they are in the email. Make sure that there is nothing visible in the email body.
Note
You may also have a LiveRamp account manager test the tag for you by sending a test email to "Pippio.Test@outlook.com." Email the Client Match team at clientmatch@liveramp.com if you are sending a test email.