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Attributes

Rich, granular data allows for greater campaign optimization, enhanced targeting, better personalization capabilities, and higher spend efficiencies. For advertisers, 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.

Rokt currently supports payloads in a variety of languages including, Japanese (日本語), Spanish, French, German, and Norwegian.

Core attributes

Description	Attribute name	Format	Payload example
Email	email	email	john.smith@rokt.com
Email (SHA256)	emailsha256	SHA256 hash string (lowercase raw email before hashing)	F6191D8D6A0F75CA7D237ED07CF8E46 1E72E5C7BB28D611DDF37E5908FDB632B
Amount	amount	amount	300.5
Currency	currency	3-letter ISO currency code	USD, GBP, EUR, JPY
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	Examples here
Experience	experience	string	Purchase
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	Format examples here
City	city	string	New York
State	state	state	NY
Country	country	2-letter ISO country code	Examples here
Conversion type	conversiontype	string
Rokt Tracking ID	rokttrackingid	string

Food and beverage retail data

Name	Attribute	Format	Payload example
Restaurant ID	restaurantid	string	123xyz
Delivery	delivery	boolean	Yes, No
Restaurant name	restaurantname	string	Rokt Cafe
Delivery/pick-up address	deliveryaddress	string	175 Varick St, FL 10, 10014
Cuisine	cuisine	string	Japanese
Delivery/pick-up time	deliverytime	24 hour format	0800, 1930
Delivery/pick-up date	deliverydate	yyyymmdd	20200822
Restaurant ZIP/postal code	restaurantzipcode	zipcode	Format examples here

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	24 hour format	0800, 1930
Event ID	eventid	string	E017448281A
Event date	eventdate	yyyymmdd	20200822
Event venue	eventvenue	string	Austin Big Stadium
Event city	eventcity	string	New York
Event state	eventstate	state	NY
Event ZIP or postal code	eventzipcode	zipcode	Format examples here
Event country	eventcountry	country	Examples here
Event image URL	eventimage	url	https://www.rokt.com
Event URL	eventurl	url	https://www.rokt.com
Ticket URL	ticketurl	url	https://www.rokt.com
Number of tickets	notickets	number	1,4
Seat location(s)	seatlocation	string	section 2, row 10
Seat number	seatnumber	number	1234xyz
Primary artist ID	primaryartistid	string	1234xyz
Primary artist name	primaryartistname	string	John Mayer
Secondary artist ID	secondaryartistid	string	1234xyz
Secondary artist name	secondaryartistname	string	Adele
Promoter	promoter	string	Prudential
Promoter ID	promoterid	string	1234xyz
Venue ID	venueid	string	1234xyz
Venue map URL	venuemap	url	https://goo.gl/maps/wJqryRvmvA82o3nC9

Media and entertainment

Name	Attribute	Format	Payload example
Section	section	string	Top row
Section ID	sectionid	string	1
Subsection	subsection	string	left of top row
Subsection ID	subsectionid	string	12
Author name	author	string	Erin Meyer
Author ID	authorid	string	123xyz
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	guest, member
Product name(s)	productname	string	HX99 Compact Camera with 24-720mm zoom, 24〜720mm
Stock keeping unit (SKU)	sku	string	DSC-HX99
Shipping type	shippingtype	string	Priority Express

Travel data

Name	Attribute	Format	Payload example
Number of passengers	pax	number	2
Travel class	travelclass	string	Business, Economy,
Trip type	triptype	string	Business, Personal,
Route	route	string	Single, Multi
Loyalty program	loyaltyprogram	string	Star Alliance
Loyalty program ID	loyaltyprogramid	string	123-xyz-456
Loyalty tier	loyaltytier	string	1,2
Carrier	carrier	string	Nippon Airways
Booked hotel	bookedhotel	boolean	Yes, No,
Purchased insurance	purchasedinsurance	boolean	Yes, No,
Booked car	carbooked	boolean	Yes, No,
Excess baggage	excessbaggage	boolean	Yes, No,
Destination airport	destairport	Code (IATA)	Examples found here
Destination city	destcity	string	New York
Departure airport	departairport	Code (IATA)	Examples found here
Departure city	departcity	string	New York
Travel time	traveltime	24 hour format	0800, 1930
Travel date	traveldate	yyyymmdd	20200408
Departure airport ZIP or postal code	departairportzipcode	zipcode	Examples found here
Check-in URL	checkinurl	url	https://www.rokt.com
Ticket URL	ticketurl	url	https://www.rokt.com
Passenger name	passengername	name	John Doe

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 an 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). Key rotation will need to be manually coordinated.