AdThrive Email Identity FAQs

AdThrive Email Identity is one solution to help preserve publisher revenue after third-party cookies go away, and it’s available today to all AdThrive publishers.

Turn on AdThrive Email Identity via the Ad Preferences page in your dashboard. Look for the setting under Email, and turn on the toggle.


How does email identity work?

Once enabled, whenever a user types an email address into a form on your site (such as a newsletter signup), our ad code hashes the email address, using an algorithm that converts it into a unique identifier. 

This identifier can’t be reverse-engineered back into an email address — the ID is now a completely anonymous way to associate a user who types an email address on one site to a user who types the same email address on another site. 

Our ad code stores this hashed identity token as a first-party cookie and passes it along to our partners. This provides more information to advertisers, who can then target their ads accordingly, while retaining user privacy.


Will I see an increase in revenue?

We expect so, yes. We're currently gathering data across our network so that we can show the aggregate uplift in RMPs from authenticated users. We’ll be sure to share results when available.

What do I have to do after opting in?

You don’t need to do ANYTHING on your end. This is implemented through our ad code and will identify when an email address is entered into a form on your site. 

Is this a new form I need to add to my site?

Nope — this solution works with any existing form where users submit email addresses on your site, such as an email signup form or a comment form.

Does this work with all forms on my site?

AdThrive Email Identity is able to capture and hash emails entered into most forms on your site. We're also working on solutions for emails captured using types of forms that are not currently compatible, such as those hosted on another URL or contained within an iframe.

Can anyone ever use the email addresses? How secure is it?

No. The email address does not get stored — just the irreversibly hashed version. No one can reverse-engineer the hashed version to reconstruct the email address and your readers will never be contacted by a third party from this implementation.

How does the unique identifier work from site to site?

Identifiers are not shared across sites. If a reader enters their email address on one site, then visits another, they would need to enter their email address on that site as well, to receive targeted advertising there.

Will my readers be giving consent to this?

Email identity implementation is included in our Universal Advertising Privacy Policy, along with information about our partners. It’s up to you if you want to add a disclosure statement on your opt-in forms. If you do, you can use this suggested wording:

By opting in for this subscription, we will also use your email address for targeted advertising. You can opt-out of email-based targeted advertising here.

You might consider including this wording on a success or thank you page, to avoid adding lengthy wording to all of your opt-ins.

Does AdThrive Email Identity honor GDPR/CCPA opt-out requests?

Yes, it honors user privacy preferences for both GDPR and CCPA.

What if I don’t currently collect email addresses?

You should start ASAP! Building your email list is one of THE most valuable things you can do to prepare for the future, especially when third-party cookies go away. Here’s an easy way to get started: Use a “Quick Start Guide” to grow your email list: a guest post from Matt Molen

How can I check to make sure I’m opted in?

Navigate to the Ad Preferences page in your AdThrive dashboard. If the toggle switch next to “Enable AdThrive Email Identity” is toggled on, you’re opted in. If not, go ahead and turn it on!

Head to the Ad Preferences page in your dashboard to enable AdThrive Email Identity today!

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