Device id

As explained in First-Party Data Activation

A device identifier is a value associated with a computing device for recognizing that device across digital interactions.

A device ID is an identifier associated with a computing device that helps recognize activity across digital interactions. In marketing, it can connect app, web, or connected-TV events when other identifiers, such as cookies, are unavailable. section 8.4 section 6.2

Use device IDs with these practical distinctions:

• Treat them as one identity-resolution signal alongside cookies, IP address analysis, device fingerprinting, progressive profiling, and single sign-on. section 6.2
• Expect platform and privacy limits: device identifiers may be available on Android but are often blocked on iOS, while clean rooms restrict sharing to hashed or anonymized data. section 6.2 section 8.4
• Use consistent, protected identifiers in secure data pipelines; hashing, encryption, and deterministic or probabilistic matching can add technical and integration overhead. section 8.4

A shoe retailer measures a multichannel campaign

The retailer matches website browsing, mobile-app product views and cart activity, and connected-TV ad exposure in a clean room. It hashes email addresses, uses a device ID or hashed account identifier for app events, and anonymizes or encrypts supplied identifiers before analysis. section 8.4

Figure 6.10 Data enrichment for enhanced match rates

View how a third-party provider can append device identifiers and other contact information to improve advertising match rates. section 6.3.3

How First-Party Data Activation covers it

How deep it goes

Defines device IDs through practical identity-resolution examples, but stops short of implementation-level generation or platform-specific internals.

Examples

Uses advertising enrichment and a shoe retailer’s web, mobile-app, and connected-TV measurement scenario.

What it assumes

Assumes basic familiarity with digital marketing identifiers and introduces device IDs among broader anonymous-visitor identification methods.

What you can do after

Evaluate when device IDs can improve audience matching and attribution while accounting for platform access, privacy, and integration constraints.

How it connects

Connects device IDs with identity resolution, cookies, device fingerprinting, clean rooms, cross-channel attribution, and data enrichment.

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Related concepts

• device fingerprintuses · Device fingerprinting is a technique that derives a distinguishing identifier for a client device from observable hardware, software, configuration, network, or behavioral characteristics.

This explainer was generated by Manning's knowledge graph from the text of First-Party Data Activation. The section links point to the parts of the book it draws on.