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Attributes

Rich, granular data allows for greater campaign optimization, enhanced targeting, better personalization capabilities, and higher spend efficiencies. For brands, more data also helps conversions to be more accurately attributed to the appropriate Rokt campaigns.

You can find the full list of predefined Rokt attributes in the sections below. You can also define any custom attributes to complement the standard integration.

Core attributes

Description	Attribute name	Format	Payload example
Email	email	email	john.smith@rokt.com
Email (SHA256)	emailsha256	SHA256 hash string	F6191D8D6A0F75CA7D237ED07CF8E46 1E72E5C7BB28D611DDF37E5908FDB632B
Amount	amount	amount	300.5
Currency	currency	3-letter ISO currency code	USD
Quantity	quantity	number	2
Payment type	paymenttype	string	Credit Card, Paypal
Credit card BIN	ccbin	6 digits	372888
Margin	margin	amount	10.5
Confirmation reference	confirmationref	string	XYZ123
First name	firstname	name	John
Last name	lastname	name	Smith
Mobile	mobile	mobile format without country code	7327572923
Title	title	Mr/Mrs/Ms/Miss	Ms
Gender	gender	M or F	F
Date of birth	dob	yyyymmdd	19831215
Age	age	integer	33
Language	language	2-letter ISO language code	en, nl, de, fr
Experience	experience	string
Unit number	unitno	string	101
Address line 1	address1	string	123 Fake Street
Address line 2	address2	string	Building A
ZIP or postal code	zipcode	zipcode	90210
City	city	string	New York
State	state	state	NY
Country	country	2-letter ISO country code	us, au, nz, ca, gb, sg
Conversion type	conversiontype	string
Rokt Tracking ID	rokttrackingid	string

Food and beverage retail data

Name	Attribute	Format
Restaurant ID	restaurantid	string
Delivery	delivery	boolean
Restaurant name	restaurantname	string
Delivery/pick-up address	deliveryaddress	string
Cuisine	cuisine	string
Delivery/pick-up time	deliverytime	time
Delivery/pick-up date	deliverydate	date
Restaurant ZIP/postal code	restaurantzipcode	zipcode

Event ticketing data

Name	Attribute	Format	Payload example
Event name	eventname	string	John Smith featuring the Smiths: Live
Event description	eventdescription	string	The most incredible show on earth.
Event time	eventtime	time	0800, 1930
Event ID	eventid	string	E017448281A
Event date	eventdate	yyyymmdd	20200822
Event venue	eventvenue	string	Austin Big Stadium
Event city	eventcity	string
Event state	eventstate	state
Event ZIP or postal code	eventzipcode	zipcode
Event country	eventcountry	country
Event image URL	eventimage	url
Event URL	eventurl	url
Ticket URL	ticketurl	url
Number of tickets	notickets	number
Seat location(s)	seatlocation	string
Seat number	seatnumber	number
Primary artist ID	primaryartistid	string
Primary artist name	primaryartistname	string
Secondary artist ID	secondaryartistid	string
Secondary artist name	secondaryartistname	string
Promoter	promoter	string
Promoter ID	promoterid	string
Venue ID	venueid	string
Venue map URL	venuemap	url

Media and entertainment

Name	Attribute	Format
Section	section	string
Section ID	sectionid	string
Subsection	subsection	string
Subsection ID	subsectionid	string
Author name	author	string
Author ID	authorid	string
Subscriber	subscriber	string
Subscription program	subscription	string

Transactional/purchase data

Name	Attribute	Format	Payload example
Major category	majorcat	string	Electronics
Major category ID	majorcatid	string	10011
Minor category	minorcat	string	Cameras
Minor category ID	minorcatid	string	10
Customer type	customertype	guest / member	10
Product name(s)	productname	string
Stock keeping unit (SKU)	sku	string
Shipping type	shippingtype	string

Travel data

Name	Attribute	Format	Payload example
Number of passengers	pax	number
Travel class	travelclass	string
Trip type	triptype	string
Route	route	string
Loyalty program	loyaltyprogram	string
Loyalty program ID	loyaltyprogramid	string
Loyalty tier	loyaltytier	string
Carrier	carrier	string
Booked hotel	bookedhotel	boolean
Purchased insurance	purchasedinsurance	boolean
Booked car	carbooked	boolean
Excess baggage	excessbaggage	boolean
Destination airport	destairport	string
Destination city	destcity	string
Departure airport	departairport	string
Departure city	departcity	string
Travel time	traveltime	time
Travel date	traveldate	date
Departure airport ZIP or postal code	departairportzipcode	zipcode
Check-in URL	checkinurl	url
Ticket URL	ticketurl	url
Passenger name	passengername	name

Fulfillment attributes

Personally identifiable information (PII) is often required by Rokt to fulfill campaign goals. For example, a customer's email address is considered PII and is essential for Rokt to deliver an email campaign. These pieces of information are known as fulfillment attributes. Rokt has designed a two-step data pass process so that you can safely pass fulfillment attributes to Rokt, ensuring security for the customer and maintaining the quality of their experience.

With the two-step data pass process, you can share hashed (SHA256) PII when the integration initiates. Then, once the customer has positively engaged with the Rokt offer, you share the raw PII. Disclosing hashed values at the initiation of the integration allows Rokt's systems to deliver on some of the expected functionalities (e.g., suppressing offers for returning customers) while still respecting privacy concerns.

The following code snippet shows basic integration of the two-step process:

  rokt.onLoaded(function(rokt) {
    const email = 'john.smith@rokt.com';
    const emailsha256 = 'F6191D8D6A0F75CA7D237ED07CF8E461E72E5C7BB28D611DDF37E5908FDB632B';
 
    rokt.setAttributes({ 
      // Other Attributes
      "emailsha256": emailsha256, 
    });
 
    rokt.init({ 
      // Rokt Configuration
    });
 
    rokt.onPositiveEngagement(function () {
      rokt.setAttributes({ 
        "email": email, 
      });
    });
  });

The above snippet assumes you supply the hashed variant of the email synchronously prior to the initialization of the Rokt object.

Note: Ensure that the email is lowercase and trimmed of whitespace prior to hashing.

Additionally, to make the process a little easier, we provide a utility function that formats and hashes a given string:

  rokt.onLoaded(function(rokt) {
    const email = 'john.smith@rokt.com';
    return rokt.hashString(email).then(function(emailsha256) {
    // Remaining code unchanged from previous example
    });
  });

With multiple attributes, it’s advisable to use Promise.all() as in the following example:

 
<script type="module">
 rokt.onLoaded(function(rokt) {
   const lastName = 'Smith';
   const email = 'johnsmith@rokt.com';
 
   return Promise.all([
     rokt.hashString(email),
     rokt.hashString(lastName),
   ]).then(function([
     emailsha256,
     lastNamesha256,
   ]){
     rokt.setAttributes({
       "emailsha256": emailsha256,
       "lastNamesha256": lastNamesha256,
     });
 
     rokt.init({
       // Init Options
     });
 
     rokt.onPositiveEngagement(function() {
       rokt.setAttributes({
         "email": email,
         "lastName": lastName,
       });
     });
   });   
 });
</script>

Additional encryption of PII in transit

Rokt values the security of your customers' personally identifiable information (PII) and utilizes best-in-class approaches in protecting it. We exclusively use the HTTPS protocol to communicate between the client application and the Rokt servers. HTTPS provides security by directing the protocol over a Transportation Layer Security (TLS) connection and ensuring the authenticity of all requests and responses, protecting the privacy and integrity of the exchanged data while in transit.

If you want an extra layer of security on your customers' PII, you can choose to encrypt the data prior to transfer, and Rokt can decrypt it on receipt.

Note: The encryption of PII is advanced integration method and requires working collaboratively with the Rokt development team during implementation. It is more effort than a standard Rokt integration for your development team, including ongoing maintenance (e.g., yearly key rotation).

Overview

Rokt supports asymmetric key encryption (RSA/ECB/OAEPWithSHA-256AndMGF1Padding) for four data attributes designated as PII (first name, last name, email and phone number).

You need to encrypt each attribute individually and transfer the encrypted values to Rokt, along with the Key ID referencing which encryption key is in use, and any non-PII attributes without encryption.

Rokt receives the encrypted data and decrypts it before sending the decrypted values back to the client. Rokt uses this in messaging presented to the customer to improve relevance, personalization, and performance.

Getting started

To get started, contact your Rokt account manager who can start the conversation between your development team and the Rokt development team.

Rokt generates and distributes the public/private key pairing. Together we will agree on the definition of the Key ID. You can indicate if you want the keys distributed in a particular way. Please provide the technology you use for your backend and frontend (e.g., C#, Java, Ruby) so that Rokt can test the encryption and decryption process prior to sending.

Implementation

Make a change to the standard Rokt PII attributes found in the Rokt Tag by adding Enc to the following Key/Value pairs:

• firstname
• lastname
• email
• mobile

So the encrypted attributes would be:

• firstNameEnc
• lastNameEnc
• emailEnc
• mobileEnc

All other attributes should remain the same, as specified in the standard documentation or by your account manager. You should not attempt to encrypt any other attribute besides the four mentioned.

For each request/initialization:

• Use your public key to encrypt each PII attribute value individually
• Base64 encode each encrypted value
• Send the following to Rokt:
  • Encrypted (and encoded) values with the above keys
  • Non-PII key/value pairs as plain text
  • Key ID for Rokt to identify the correct key for decryption

When you are ready, contact the Rokt team so that we can verify your implementation.

Key rotation

Rokt supports key rotation on a yearly basis (or longer) and will need to be manually coordinated.