Possible to set a Pseudoanonymous TTL based of multiple identities | Community
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arpan-garg
Community Advisor
arpan-gargCommunity Advisor
Community Advisor
January 31, 2025
Solved

Possible to set a Pseudoanonymous TTL based of multiple identities

  • 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

 

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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. 

     

    4 replies

    brekrut
    Adobe Employee
    brekrutAdobe Employee
    Adobe Employee
    January 31, 2025

    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
      Community Advisor
      arpan-gargCommunity AdvisorAuthor
      Community Advisor
      January 31, 2025

      Hi @brekrut  @brekrut  - If we for now consider that only cookie id can be used to set TTL , in that case do you think its a good practice to create hashedEmail and hashedPhone as two new identities in AEP of type cookie id and use this 2 new identities instead of Email_LC_SHA256, or Phone_SHA256. With this we can solve all the problems.

       

       

       

       

        Harveer_SinghGi1
        Community Advisor
        Harveer_SinghGi1Community Advisor
        Community Advisor
        January 31, 2025

        One drawback of this could be that for non-pseudoanonymous profiles that have more then 50 identities in graph, Identity Service will apply a “first-in, first-out” mechanism and deletes the oldest identity. Cookie IDs are first in the priority for deletion followed by Device ID and then others like Cross-Device ID (CRM IDs, loyalty IDs), Email, and Phone.

        So you might want to consider if you want to convert hashedEmail and hashedPhone to Cookie IDs.

        Harveer_SinghGi1
        Community Advisor
        Harveer_SinghGi1Community Advisor
        Community Advisor
        January 31, 2025

        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
        Community Advisor
        arpan-gargCommunity AdvisorAuthor
        Community Advisor
        January 31, 2025

        @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
        Community Advisor
        arpan-gargCommunity AdvisorAuthor
        Community Advisor
        February 5, 2025

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

        arpan-garg
        Community Advisor
        arpan-gargCommunity AdvisorAuthorAccepted solution
        Community Advisor
        February 8, 2025

        @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
          abhinavbalooniCommunity Advisor
          Community Advisor
          February 8, 2025

          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

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