EMAIL HASH – WHAT IS IT ANYWAY?

It’s an email hash. What it is all about?

Fluttering in the market space for a while, a topic that has been dominating is the “hash of the email address.” But for now, it has been a one-sided discussion. While most of the people are somewhat technically oriented, most of them are business people focused on the sales and not technical side of their enterprise.

So what’s an MD5 Hash? An MD5 hash is a “cryptographic

function” that takes an arbitrary piece of data, like any email address and converts it to a 32 character hexadecimal string. Every time you run the same piece of data through the hashing algorithm you get the same result. 

“Hashing” an email address is a very simple process. 

An email address like dave@liveintent.com

An MD5 hash algorithm application – there are dozens of free apps for this, just search for “MD5 hash programs”

Run the email address through the MD5 algorithm

Out pops a one-way, unique value (in this case: robert@liveintent.com converts to 43307bb5a669b247270a4d81cce6f3ff)

Email Hash – The Implications Dedicated email campaigns

Advertisers can send over a “hold out list” consisting of MD5 hashes, match them to the publisher’s file and suppress the matching results.

Custom audience campaigns

All of these custom audience campaigns of social media sites are dependent upon email hashes or hashed phone numbers for their targeting.

Email ad exchanges

Thousands of newsletters from hundreds of top publishers now feature “email addressable audience” via hash based targeting. Targeting only the hashes reduces waste and increases response rate.

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