Passing emails and phone numbers to MobileFuse will improve monetization while adhering to privacy standards. MobileFuse has partnered with LiveRamp and is utilizing their Authenticated Traffic Solution to ensure the process is privacy-first and utilizes authenticated private information only.

From LiveRamp:

The Authenticated Traffic Solution (ATS) is a privacy-first, PII-authentication solution that improves programmatic addressability across the open web. ATS provides a persistent people-based identifier throughout the programmatic supply chain, starting at the inventory source.

The ATS API and associated client-side JavaScript libraries provide publishers and supply-side partners with the ability to safely resolve PII touchpoints to encrypted, pseudonymous Identity Envelopes for subsequent activations by Server-Side Platforms (SSPs) and exchanges. Identity resolution is processed in secure, server-to-server environments.

How to pass data

The method for passing this PII depends on the integration method you are using. No matter the approach, MobileFuse servers only ever deal with an anonymized LiveRamp envelope and we only accept this envelope if the developer has obtained consent from the user.

For publishers utilizing the MobileFuse SDK

Under the hood, MobileFuse accepts raw phone/email but raw data is never sent to MobileFuse servers. Instead, we utilize the LiveRamp ATS API from the device to obtain a LiveRamp ID once we’ve received the email or phone number along with consent. We ensure that the OS level tracking is respected (eg. Do Not Track, ATTS) and if those are opt-out then we completely disable this feature. Then when an email or phone number is supplied, we send over the consent strings (eg. US Privacy, TCF) along with hashed versions of the PII to the LiveRamp API endpoint and they also validate that proper consent has been obtained.

The actual calls to pass the data are as simple as:

Android (Java)

MobileFuseUserTargeting.setEmail("user@email.com");
MobileFuseUserTargeting.setPhoneNumber("+1 (555) 555-5555");

Android (Kotlin)

MobileFuseTargetingData.email = "user@email.com"
MobileFuseTargetingData.phoneNumber = "+1 (555) 555-5555"

iOS (Objective-C)

[MobileFuseTargetingData setEmail: @"user@email.com"];
[MobileFuseTargetingData setPhoneNumber: @"+1 (555) 555-5555"];

For publishers integrated directly with MFX (via OpenRTB)

When passing data to MFX, SSPs should provide LiveRamp envelopes or UID 2.0 tokens that they have already obtained with the user’s consent (through a process similar to the steps outlined above). These alternative IDs should be passed via the user.ext.eids array field. Note that only sources liveramp.com (RampID Envelope) and uidapi.com (UID 2.0 Token) are supported at this time. For example:

{
    "user": {
        "ext": {
            "eids": [{
                "source": "liveramp.com",
                "uids": [{
                    "id": "AvAPLiE-oU_cYmbXgyM0YCOXEnRg489A51pX2uvjoZx5f8V_1yzB_nkAQ5wICpnk2s_Iw1MvC0DL2sqkbzbtJSbEy9IWp5AYnJcL"
                }]
            }, {
                "source": "uidapi.com",
                "uids": [{
                    "id": "AgAAAAPHpn5cHG8VyP6CAuHh5AMemVXXXxMdVzjhmdRl0nt8cglqmMRWTmKap05HIeNpLvEaAERX2mLp0RVSJz0M48igDHx53dsrnaenCAG/VDTJcAkHFLIplzOFjYASu0wtXsJ3IBNAWjSABjs7xmEXq73B16HRZAeCCBBKGBdvhp0rww=="
                }]
            }]
        }
    }
}