Index of IDs in Audience Manager

Last update: September 29, 2021

Overview

Audience Manager uses multiple IDs to identify and manage the data you send to it. Refer to this article for the complete list of Audience Manager IDs, together with examples of the prefixes you should use them with.

ID Prefixing

While you can refer to most of these IDs by their standalone names, most of them are meant to be used with various prefixes, when passing in data through DCS calls. Some of these IDs are used by Audience Manager without being exposed to users, while others are also visible in the user interface (UI).

To understand the prefixes used in the following examples, see Supported Attributes for DCS API Calls.

Audience Manager List of IDs

IDName and DescriptionUsage and ExamplesUser Interface Location
AAM UUIDAdobe Audience Manager Unique User ID, also known as Device ID. A numerical, 38-digit device ID that Audience Manager associates to each device it interacts with. Think of this ID whenever you see a mention of unique users in the Audience Manager UI. Audience Manager saves this ID as a cookie in the demdex.net 3rd party domain.In DCS calls, uuid is preceded by the d_ prefix.
Example: d_uuid = 07955261652886032950143702505894272138		You can filter traits by Device ID when creating Look-Alike Models, and building segments. You can also filter results by Device ID when running General Reports for Traits and Trend Reports for Traits.
ImsOrgIdOrganization ID. This is the ID that a company is provided with upon signing up for an Experience Cloud account.5DC5123F5245B1D20A490D46@AdobeOrgNot visible in the Audience Manager user interface. To learn how you can find your company’s Organization ID, read Find your Organization ID.
PIDPartner ID. The PID is a company’s ID in Audience Manager. Audience Manager associates an imsOrgId to a PID.1352Not visible in the Audience Manager user interface.
ECID, MIDExperience Cloud ID. The Experience Cloud ID (ECID, legacy abbreviations MID or MCID) is derived mathematically from your Organization ID and the Audience Manager Unique User ID. As long as these IDs remain constant, generating the right ECID for a specific user is simply a math problem. With the same Organization ID and Audience Manager UUID you get the same ECID value every time. You can read more about the ECID in the Cookies and Experience Cloud ID documentation.mid = 08382830887934830189014177072406221371Not visible in the Audience Manager user interface.
SIDTrait ID. The Trait ID uniquely identifies traits in the Audience Manager environment.In DCS calls, SID is preceded by the d_ prefix.
Example d_sid=289983.		A Trait ID is assigned to each trait, and visible in the user interface, in the Traits page.
SIDSegment ID. The Segment ID uniquely identifies segments in the Audience Manager environment.In DCS calls, SID is preceded by the d_ prefix.
Example d_sid=4798574.		A Segment ID is assigned to each segment, and visible in the user interface, in the Segments page.
csegIDLegacy Segment ID. This ID uniquely identifies segments in the Audience Manager environment.741232A Legacy Segment ID is assigned to each segment, and visible in the user interface, in the Segments page.
destIDDestination ID. The Destination ID uniquely identifies destinations in the Audience Manager environment. An ID is assigned to each destination in the user interface.2523A Destination ID is assigned to each destination, and visible in the user interface, in the Destinations page.
DPIDData Source ID (also referred to as Data Provider ID). The Data Source ID is a namespace for IDs or traits. An ID is assigned to each data source (data provider) in the user interface.In DCS calls, dpid is preceded by the d_ prefix.
Example: d_dpid=39217.		A Data Provider ID is assigned to each data source, and visible in the user interface, in the Data Sources page.
DPUUIDData Provider Unique User ID, also referred to as CRM ID or Cross-Device ID. A third-party ID. This is the ID by which you identify end users in your own CRM system. You can sync DPUUIDs with Audience Manager UUIDs and you can sync DPUUIDs from your different Data Sources (DPIDs) in the ID synchronization process.In DCS callls, dpuuid is preceded by the d_ prefix.
Example d_dpuuid=2132-3423vn-343fds-3432r.		You can filter traits by Cross-Device ID when creating Look-Alike Models, and building segments. You can also filter results by Cross-Device ID when running General Reports for Traits and Trend Reports for Traits.
CRM IDSee DPUUID.See DPUUID.See DPUUID.
CID, CID_ICCustomer ID, Customer ID Integration Code. The CID and CID_IC key-value pairs replace DPID and DPUUID. They provide the same functions as the DPID and DPUUID, but are more efficient because they include the data provider ID and user ID (or integration code) in a single key-value pair.In DCS calls, these IDs are preceded by the d_ prefix.
Example: d_cid_ic=39217_myIntegrationCode.		See DPID and DPUUID.
DAIDDevice Advertising ID. An ID unique to each hardware device, to be used for advertising purposes. Usually provided by the manufacturer of the device or device operating system.See Global Device IDs.

Global Device IDs

Global device IDs are device advertising IDs, unique to each device, provided by the device manufacturer or the operating system. The table below explains what these IDs are and what their format is. For more information about global device IDs and how to use them in Audience Manager, read Global Data Sources.

IDGlobal Data Source IDName and DescriptionExample
IDFA20915Identifier for Advertisers IDs are mobile device identifiers, provided by the device manufacturer. These IDs represent devices that run the iOS operating system.The format strictly consists of 32 uppercase hexadecimal digits, displayed in five groups and separated by hyphens, in the form 8-4-4-4-12, for a total of 36 characters.
Example: AEBE52E7-03EE-455A-B3C4-E57283966239.
GAID20914Google Advertising IDs are mobile device identifiers provided by Android device manufacturers. These IDs represent devices that run the Android operating system.The format strictly consists of 32 lowercase hexadecimal digits, displayed in five groups and separated by hyphens, in the form 8-4-4-4-12, for a total of 36 characters.
Example: e4fe9bde-caa0-47b6-908d-ffba3fa184f2.
RIDA121963Roku IDs for Advertising represent Roku streaming devices.The format strictly consists of 32 lowercase hexadecimal digits, displayed in five groups and separated by hyphens, in the form 8-4-4-4-12, for a total of 36 characters.
Example: fcb2a29c-315a-5e6b-bcfd-d889ba19aada.
MAID389146Microsoft Advertising IDs are device identifiers generated by Windows 10 on a per-device, per-user basis.MAIDs are formatted as alphanumeric strings.
TIFA963906Samsung Tizen IDs for Advertising are device identifiers provided by Samsung Smart TVs.Samsung TIFA IDs are formatted as alphanumeric strings.
Amazon Fire TV Advertising ID488258Device identifiers representing devices running the Fire OS operating system.The format strictly consists of 32 lowercase hexadecimal digits, displayed in five groups and separated by hyphens, in the form 8-4-4-4-12, for a total of 36 characters.
Example: df07c7dc-cea7-4a89-b328-810ff5acb15d
LGUDID1171485Device identifiers representing devices running the LG webOS operating system.The format strictly consists of 32 lowercase hexadecimal digits, displayed in five groups and separated by hyphens, in the form 8-4-4-4-12, for a total of 36 characters.
Example: 095f142a-ace8-ac5d-b86a-92c8be18b197
Vizio IFA1171489Device identifiers representing devices running the Vizio smart TV operating system.Vizio IFA IDs are formatted as alphanumeric strings.
Example: 7XCBNROQJQPYW.

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