Passing first-party publisher data

📘
Related identity integration guides

Client-side (this page): pass identifiers via _taboola.push({eids})

S2S offline sync (batch): upload identity mapping files to S3

S2S online sync (real-time): browser-based sync pixel via /um endpoint

Introduction

Pass your first-party user data to Taboola to enable cross-device identification, better recommendations, and richer audience insights.

Add a _taboola.push() call with your data before the flush command in your loader tag.

Quick start

<script>
  window._taboola = window._taboola || [];

  // Pass user identifiers
  _taboola.push({
    eids: [
      { source: "publisher.com", uids: [{ id: "hashed-email-or-id", atype: 3, ext: "hemsha256" }] }
    ]
  });

  _taboola.push({ article: "auto" });
</script>

📘
What are eids?
Extended identifiers (eids) let you pass one or more user IDs from any identity provider in a single push. The format follows the OpenRTB user.eids specification.

User identifiers (eids)

Each entry identifies a provider (source) and its user IDs (uids):

<script>
  _taboola.push({
    eids: [
      { source: "publisher.com", uids: [
        { id: "abc123", atype: 3, ext: "hemsha256" },
        { id: "visitor-id-456", atype: 3, ext: "ppid" }
      ]},
      { source: "another-provider.com", uids: [{ id: "xyz789", atype: 1 }] }
    ]
  });
</script>

Field	Required	Description
`source`	Yes	Identity provider domain
`uids[].id`	Yes	The user ID value
`uids[].atype`	Yes	Numeric ID type (per OpenRTB spec)
`uids[].ext`	Yes	ID type identifier (e.g. `"hemsha256"` for SHA-256 hashed email)

📘
Implementation values
Contact your Taboola account manager or Publisher Solutions representative for the correct atype and ext values for your specific use case.

🚧
PII must be hashed
If the id is derived from PII (e.g. email), it must be hashed with SHA-256 before passing. Never send raw email addresses. Only push identity data when you have the user's consent — Taboola respects consent signals (GDPR/TCF, CCPA/GPP) and will not process identity data when consent is missing.

Hashing example

async function hashEmail(email) {
  var normalized = email.trim().toLowerCase();
  var encoder = new TextEncoder();
  var data = encoder.encode(normalized);
  var hashBuffer = await crypto.subtle.digest("SHA-256", data);
  var hashArray = Array.from(new Uint8Array(hashBuffer));
  return hashArray.map(function(b) {
    return b.toString(16).padStart(2, "0");
  }).join("");
}

hashEmail("[email protected]").then(function(hash) {
  _taboola.push({
    eids: [{ source: "publisher.com", uids: [{ id: hash, atype: 3, ext: "hemsha256" }] }]
  });
});

<?php
$hashedId = hash('sha256', strtolower(trim($userEmail)));
?>
<script>
  _taboola.push({
    eids: [{ source: "publisher.com", uids: [{ id: "<?php echo $hashedId; ?>", atype: 3, ext: "hemsha256" }] }]
  });
</script>

📘
Server-side hashing
Server-side hashing is recommended because it avoids exposing the raw email in client-side code.

Limits

Up to 5 sources and 5 identifiers per source (configurable).
Invalid entries are filtered out automatically.

User type

Identify the user subscription or membership segment:

<script>
  _taboola.push({ user_type: "subscriber" });
</script>

Value	Description
`guest`	Anonymous or non-logged-in visitor
`registered`	Logged-in user with a free account
`subscriber`	Paid subscriber

Any other value is treated as other.

Device ID

For mobile app or WebView environments where cookies are not available:

<script>
  _taboola.push({ device: "8b40671d-2b31-4548-a0ca-c0045432a821" });
</script>

📘
Mobile SDK
This field is typically set automatically by the Taboola Mobile SDK. Manual usage is only needed for custom WebView integrations.

Validation

Open DevTools -> Network, filter for trc requests. In the data parameter, look for:

Push field	TRC key
`eids`	`eids`
`user_type`	`usrtyp`
`device`	`did`

Common mistakes

Issue	Fix
Data not in TRC request	Move `_taboola.push()` calls before the flush command.
Raw email in request	Hash PII-based identifiers with SHA-256 before pushing.
`user_type` shows as `other`	Use exactly `guest`, `registered`, or `subscriber`.
`eids` not in TRC request	Contact your Taboola account manager to enable the feature.

Complete example

<script type="text/javascript">
  window._taboola = window._taboola || [];

  // First-party user data
  _taboola.push({
    eids: [
      { source: "publisher.com", uids: [{ id: "973dfe463ec85785f5f95af5ba3906eedb2d931c24e69824a89ea65dba4e813b", atype: 3, ext: "hemsha256" }] }
    ]
  });
  _taboola.push({ user_type: "subscriber" });

  // Page type
  _taboola.push({ article: "auto" });

  // Placement
  _taboola.push({
    mode: "thumbnails-a",
    container: "taboola-below-article",
    placement: "Below Article Thumbnails"
  });
  _taboola.push({ target_type: "mix" });
  _taboola.push({ flush: true });

  // Loader
  (function (e, f, u, i) {
    if (!document.getElementById(i)) {
      e.async = 1; e.src = u; e.id = i;
      f.parentNode.insertBefore(e, f);
    }
  })(
    document.createElement("script"),
    document.getElementsByTagName("script")[0],
    "//cdn.taboola.com/libtrc/<publisher-id>/loader.js",
    "tb_loader_script"
  );
</script>