#19 -- Mobile Device ID Collection from Unity / DV360

Priority: High Status: Partial (device type shipped; masked IDs pending) Category: Reporting Raised by: Kieu Nguyen, Mar 2026

Problem

Humology needs mobile device IDs for cross-funnel event linkage, particularly for their Shoppable Ad Unit roadmap. Originally requested by Tom S (Dec 2025) as part of a retail media suite.

Kevin's Assessment (Discord)

This can be done with custom scripts most likely? I have question about masked IDs pending tho. What's that? Session ID? I'm not too sure either, how to handle it's collection. Sure we can add it to our tracking, but how it will affect the IAB TCF thingy? Tech side of it is rather easy, some paperwork might be annoying

What We Know

• Device type is already shipped via custom analytics layer (Kevin 26 Mar)
• UUID/UserID tracking confirmed feasible by Haakon (22 May) -- UUID minted as custom metric, links to all events including custom
• Kieu spun up dedicated thread 25 May for implementation
• Critical for Humology Shoppable Ad Unit roadmap

Cavai Feasibility Assessment

Can we fix this from our side? Yes, technically straightforward.

• Kevin confirms tech side is "rather easy" -- custom scripts can handle it
• Two concerns:
  1. What exactly are "masked IDs"? Kevin needs clarification -- is it a session ID, a hashed device ID, or something else?
  2. IAB TCF compliance -- collecting device IDs may conflict with consent framework requirements. Needs legal/compliance review.
• Haakon already confirmed UUID approach is feasible (minted per session, linked to all events)

Open Questions

1. What does Humology mean by "masked IDs"? Need clarification from their side
2. How does device ID collection interact with IAB TCF consent framework?
3. Is the UUID approach (Haakon's proposal) sufficient for Humology's retail media use case?
4. What specific Unity/DV360 macros need to be captured?

Next Steps

1. Clarify "masked IDs" definition with Humology
2. Assess IAB TCF impact (may need legal input)
3. Implementation is likely a script component addition to the analytics layer
4. Coordinate with Kieu's dedicated thread (25 May)

Related Items

• #20 (breakdown reports -- device is part of this)
• #24 (bespoke custom analytics layer)
• #11 (custom event tracking -- same mechanism)