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Best Practices for User-Enabled Identity Tokens

This document establishes guidelines for the encryption and use of user-provided IDs – notably email addresses and phone numbers – in scenarios when online publishers or marketers offer personalized content or services tied to a user-provided email or phone number.

It focuses on the minimization of privacy threats to consumers when identity tokens are generated from these values and passed to partners to support addressability use cases. This document is intended to be agnostic to proprietary system designs, and leverages existing industry feedback on foundational addressability principles, design constraints and requirements for the supply-chain.

Draft Open for Public Comment Through May 7, 2021