Hello Community Members, We are looking to configure a Time-to-Live (TTL) for pseudo-anonymous profiles based on multiple identity attributes. Proposed Logic: If a customer has any identity beyond Device ID, ECID, Email_LC_SHA256, or Phone_SHA256, their profile should not be deleted. However, if a profile contains only these four identities in any combination, it will be considered anonymous and subject to deletion after 90 days of inactivity. When I say "combination," I mean any permutation of the four identities. Example Scenarios: A profile with only ECID → Deleted after 90 days of inactivity. A profile with Email_LC_SHA256 and ECID → Deleted after 90 days of inactivity. A profile with Email_LC_SHA256, Device ID, and ECID → Deleted after 90 days of inactivity. Question: According to Adobe’s documentation (Experience Platform Pseudonymous Profiles), profile expiration applies only if the identity graph consists of identity namespaces selected by the customer (e.g., ECID, AAID, or other cookies). If a profile contains any additional identity namespace that was not selected by the customer, it will not be deleted. From this description, it seems possible to configure TTL for profiles, but it's unclear whether this applies only to cookie-based IDs or also to hashed email and phone identifiers. Can anyone confirm whether this setup is feasible? @abhinavbalooni @bjoern__koth @brekrut @harveer_singhgi1 @riteshy18 Thanks,Arpan

arpan-garg

Community Advisor

Solved

Possible to set a Pseudoanonymous TTL based of multiple identities

Forum|Forum|11 months ago
January 31, 2025
4 replies
1779 views

Hello Community Members,

We are looking to configure a Time-to-Live (TTL) for pseudo-anonymous profiles based on multiple identity attributes.

Proposed Logic:

If a customer has any identity beyond Device ID, ECID, Email_LC_SHA256, or Phone_SHA256, their profile should not be deleted.
However, if a profile contains only these four identities in any combination, it will be considered anonymous and subject to deletion after 90 days of inactivity.
When I say "combination," I mean any permutation of the four identities.
- Example Scenarios:
  - A profile with only ECID → Deleted after 90 days of inactivity.
  - A profile with Email_LC_SHA256 and ECID → Deleted after 90 days of inactivity.
  - A profile with Email_LC_SHA256, Device ID, and ECID → Deleted after 90 days of inactivity.

Question:

According to Adobe’s documentation (Experience Platform Pseudonymous Profiles), profile expiration applies only if the identity graph consists of identity namespaces selected by the customer (e.g., ECID, AAID, or other cookies). If a profile contains any additional identity namespace that was not selected by the customer, it will not be deleted.

From this description, it seems possible to configure TTL for profiles, but it's unclear whether this applies only to cookie-based IDs or also to hashed email and phone identifiers.

Can anyone confirm whether this setup is feasible?

@abhinavbalooni @bjoern__koth @brekrut @harveer_singhgi1 @riteshy18

Thanks,
Arpan

Experience Platform

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Best answer by arpan-garg

@abhinavbalooni @brekrut @harveer_singhgi1 - An update here, raised a support ticket to set TTL based on these 4 identities, they successfully did it and the profile with these identities got deleted.

brekrut

Adobe Employee

Hi @arpan-garg

Thank you for your detailed question. Pseudo-anonymous profiles are intended to target cookie based profiles. Within your initial post you are considering Email_LC_SHA256 and Phone_SHA256 along with Device ID /ECID.

Both Device ID and ECID can be considered anonymous identifier because we are not collecting any PII related information during the session of the interaction.

Can you please clarify how Email_LC_SHA256 or Phone_SHA256 are considered anonymous? The reason for my questions is these namespaces would require an hashed version of email address or phone number. I would lean toward these identities with a cookie based identifier would be considered a session which had some level of PII in the session.

arpan-garg

Author

Community Advisor

Hi @brekrut @harveer_singhgi1 - Thanks for your response.

To provide some context, our customers visit the website, browse a few products, and then enter their email to express interest in a product. However, after that, they do not engage further with the brand—there is no app communication or website interaction. Despite this, we still retain their profile in the CDP, containing only their hashed email and hashed phone number.

The reason we store these hashed identities is to enable targeting via Meta or Google Ads. However, we want to delete these profiles after 90 days(ofcourse after targeting them via social channels) to prevent them from consuming our profile license if they are no longer engaging with the brand.

Currently, I don’t see a feature in AEP that allows automatic deletion of these prospect profiles after a certain period. While we can remove them using the "delete records" feature in the Data Lifecycle, this requires external intervention and additional effort. I was wondering if a pseudo-anonymous profile could handle this deletion, which would save us time and effort.

We have a license for approximately 500,000 customers, but around 30% of them do not convert into potential customers. To optimize license costs, we would like to remove such profiles after 90 days.

Looking forward to your thoughts.

Best,
Arpan

abhinavbalooni

Community Advisor

Hi @arpan-garg

As @brekrut and @harveer_singhgi1 mentioned the pseudonymous profiles would only take into account cookie based namespaces. The documentation, to be honest is a bit vague, but the question under FAQ where it mentions,

What users should be using Pseudonymous profiles data expiration?

it is called out anonymous cookie based namespaces.

As pseudonymous profile applies at a sandbox level, might be a good idea to try it out for a shorter duration (may be a day or two?) in a lower sandbox to test it out.

Based on what I make out of the Adobe documentation, the email and phone number would not qualify for the pseudonymous profiles deletion.

Definitely an interesting one though !

Cheers,

Abhinav

Harveer_SinghGi1

Community Advisor

Hi @arpan-garg ,

I understand your confusion as all the help resources take cookie based IDs in TTL setup examples. I haven't had the experience of using this option but I'd assume it to work with any namespace that you provide at the time of TTL setup.

I'd request @Saswata Ghosh and @Danny-Miller to chime in as the have written a detailed blog explaining the Cleanup up your pseudonymous profiles in AEP and they might have the information you need.

Cheers!

arpan-garg

Author

Community Advisor

@harveer_singhgi1 - The confusing part for me here is it mentions cookie based id's + Identities mentioned by customer while setting up TTL.

Any no-where it mentions that the identities mentioned by customer should be cookie based only.

arpan-garg

Author

Community Advisor

Any other pointers @arijitg @davidross91 @parvesh_parmar @anil_umachigi @ankit_chaudhary

arpan-garg

AuthorAccepted solution

Community Advisor

@abhinavbalooni @brekrut @harveer_singhgi1 - An update here, raised a support ticket to set TTL based on these 4 identities, they successfully did it and the profile with these identities got deleted.

abhinavbalooni

Community Advisor

Thanks for the update @arpan-garg ! Nice learning and an interesting use case ! That also calls for the documentation to be a bit less ambiguous with the focus on cookie based ids.

Cheers,

Abhinav

Proposed Logic:

Question:

What users should be using Pseudonymous profiles data expiration?

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