Traverse Email Documentation v1.2:
Contents
Overview
The Traverse Pixel Block allows you to license linkage data generated by your email campaigns.
Getting started
To use the Pixel Block, add it to your HTML email.
Pixel Block
The Pixel Block is a set of at least 10 pixels, each of which redirects to a separate partner, passing the partner hashed versions of the recipient’s email address and allowing the partner to set a cookie.
Each pixel has the following form:
<img border="0" width="1" height="1" alt="" src="https://api.traversedlp.com/v1/[clientId]/[index].gif?emailMd5Lower=[emailMd5Lower]&emailSha1Lower=[emailSha1Lower]&emailSha256Lower=[emailSha256Lower]&domain=[domain]"/>
| Parameter | Description | Required |
|---|---|---|
clientId |
Your 36-character client ID (includes hyphens). | Yes |
index |
How many pixels with this hash type came before this one? | Yes |
emailMd5Lower |
MD5 hash of lowercased email address. | No1 |
emailSha1Lower |
SHA1 hash of lowercased email address. | No1 |
emailSha256Lower |
SHA256 hash of lowercased email address. | No1 |
domain |
The recipient’s domain. | No |
us_privacy |
The IAB US privacy string. | No2 |
1 Note: At least one of the hash types is required. Some partners expect an MD5 hash, but others expect SHA-1 or SHA-256. In order to maximize revenue, please provide all of emailMd5Lower, emailSha1Lower, and emailSha256Lower. If unable to provide all, it is important that you use the same hash parameters with each pixel.
2 Note: If the IAB privacy string is not passed, Traverse assumes that CCPA compliance is being handled in some other manner, and the tag will fire normally.
Please see the example, below.
Hashes
Email addresses must be white-space trimmed and converted to lowercase before hashing.
| Parameter | Description |
|---|---|
emailMd5Lower |
MD5 hash of lowercased email address. |
emailSha1Lower |
SHA1 hash of lowercased email address. |
emailSha256Lower |
SHA256 hash of lowercased email address. |
For example, if the email address is FOO@bar.com, then emailMd5Lower would be f3ada405ce890b6f8204094deb12d8a8.
Domain
The pixel can be accessed from either api.traversedlp.com or email.traversedlp.com. The latter domain is intended specifically for email integrations.
Privacy
Our pixel endpoint accepts IAB US privacy string via the standard us_privacy URL parameter. If the IAB privacy string is not passed, Traverse assumes that CCPA compliance is being handled in some other manner, and the tag will fire normally. If you do not support the IAB privacy string, please consider implementing our batch opt-out spec.
For non-US traffic, traffic is directed to a no-op pixel which does not ingest data, set a tracking cookie or redirect to 3rd parties.
Example
Suppose you are including our pixel in an email to FOO@bar.com.
Include at least 10 pixels with the same hashes provided. You can include one or more of emailMd5Lower, emailSha1Lower, and emailSha256Lower like so (notice the changing index):
<img border="0" width="1" height="1" alt="" src="https://api.traversedlp.com/v1/YOUR-CLIENT-ID-HERE/0.gif?emailMd5Lower=f3ada405ce890b6f8204094deb12d8a8&emailSha1Lower=823776525776c8f23a87176c59d25759da7a52c4&emailSha256Lower=0c7e6a405862e402eb76a70f8a26fc732d07c32931e9fae9ab1582911d2e8a3b&domain=bar.com"/>
<img border="0" width="1" height="1" alt="" src="https://api.traversedlp.com/v1/YOUR-CLIENT-ID-HERE/1.gif?emailMd5Lower=f3ada405ce890b6f8204094deb12d8a8&emailSha1Lower=823776525776c8f23a87176c59d25759da7a52c4&emailSha256Lower=0c7e6a405862e402eb76a70f8a26fc732d07c32931e9fae9ab1582911d2e8a3b&domain=bar.com"/>
<img border="0" width="1" height="1" alt="" src="https://api.traversedlp.com/v1/YOUR-CLIENT-ID-HERE/2.gif?emailMd5Lower=f3ada405ce890b6f8204094deb12d8a8&emailSha1Lower=823776525776c8f23a87176c59d25759da7a52c4&emailSha256Lower=0c7e6a405862e402eb76a70f8a26fc732d07c32931e9fae9ab1582911d2e8a3b&domain=bar.com"/>
<img border="0" width="1" height="1" alt="" src="https://api.traversedlp.com/v1/YOUR-CLIENT-ID-HERE/3.gif?emailMd5Lower=f3ada405ce890b6f8204094deb12d8a8&emailSha1Lower=823776525776c8f23a87176c59d25759da7a52c4&emailSha256Lower=0c7e6a405862e402eb76a70f8a26fc732d07c32931e9fae9ab1582911d2e8a3b&domain=bar.com"/>
<img border="0" width="1" height="1" alt="" src="https://api.traversedlp.com/v1/YOUR-CLIENT-ID-HERE/4.gif?emailMd5Lower=f3ada405ce890b6f8204094deb12d8a8&emailSha1Lower=823776525776c8f23a87176c59d25759da7a52c4&emailSha256Lower=0c7e6a405862e402eb76a70f8a26fc732d07c32931e9fae9ab1582911d2e8a3b&domain=bar.com"/>
<img border="0" width="1" height="1" alt="" src="https://api.traversedlp.com/v1/YOUR-CLIENT-ID-HERE/5.gif?emailMd5Lower=f3ada405ce890b6f8204094deb12d8a8&emailSha1Lower=823776525776c8f23a87176c59d25759da7a52c4&emailSha256Lower=0c7e6a405862e402eb76a70f8a26fc732d07c32931e9fae9ab1582911d2e8a3b&domain=bar.com"/>
<img border="0" width="1" height="1" alt="" src="https://api.traversedlp.com/v1/YOUR-CLIENT-ID-HERE/6.gif?emailMd5Lower=f3ada405ce890b6f8204094deb12d8a8&emailSha1Lower=823776525776c8f23a87176c59d25759da7a52c4&emailSha256Lower=0c7e6a405862e402eb76a70f8a26fc732d07c32931e9fae9ab1582911d2e8a3b&domain=bar.com"/>
<img border="0" width="1" height="1" alt="" src="https://api.traversedlp.com/v1/YOUR-CLIENT-ID-HERE/7.gif?emailMd5Lower=f3ada405ce890b6f8204094deb12d8a8&emailSha1Lower=823776525776c8f23a87176c59d25759da7a52c4&emailSha256Lower=0c7e6a405862e402eb76a70f8a26fc732d07c32931e9fae9ab1582911d2e8a3b&domain=bar.com"/>
<img border="0" width="1" height="1" alt="" src="https://api.traversedlp.com/v1/YOUR-CLIENT-ID-HERE/8.gif?emailMd5Lower=f3ada405ce890b6f8204094deb12d8a8&emailSha1Lower=823776525776c8f23a87176c59d25759da7a52c4&emailSha256Lower=0c7e6a405862e402eb76a70f8a26fc732d07c32931e9fae9ab1582911d2e8a3b&domain=bar.com"/>
<img border="0" width="1" height="1" alt="" src="https://api.traversedlp.com/v1/YOUR-CLIENT-ID-HERE/9.gif?emailMd5Lower=f3ada405ce890b6f8204094deb12d8a8&emailSha1Lower=823776525776c8f23a87176c59d25759da7a52c4&emailSha256Lower=0c7e6a405862e402eb76a70f8a26fc732d07c32931e9fae9ab1582911d2e8a3b&domain=bar.com"/>