This document will review the file format requirements that are supported for generating matched lists or lookalike audiences and how to upload them successfully.

Files will need to be formatted as UTF-8 encoded text files with headers designating each column.

  • Column headers are limited to a maximum of 256 characters

  • Column values are limited to a maximum of 1024 characters

  • Column headers are case-insensitive

  • Max file size: 1GB (drag and drop) and 10GB (SFTP)

  • Supported Columns Details Below





Zeta accepts email address in US and international formats. Zeta accepts up to 5 email addresses as separate attributes. Additional Email addresses must be provided with column headers as Email1, Email2, Email3 and Email4


Zeta accepts email address in US and international formats in md5 hash format. 

  • f068d15f6196394d5e12e6bd4dec5879

  • 674c1cc1cb589cde0af7071c3f4a7121

  • a3e45a16e0e3392daaa774808e685ca2


Cookie Id for a visitor from Zeta integrated site

  • 21fa99ff-3f2a-43a3-b362-f87a827fc0dd:1604567862.93

First Name

Zeta accepts first name and first name initial, with or without accents. Initials can be provided with or without a period.

  • John

  • F.

  • Émilie

Last Name

Zeta accepts full last names with or without accents.

  • Smith

  • Sørensen

  • Jacobs-Anderson


Zeta accepts full city names as they normally appear.

  • Paris

  • London

  • New York


Zeta accepts full names of US and international states and provinces, as well as the abbreviated versions of US states.

  • AZ

  • California

  • Normandy

Address Line 1

First line of the postal address

  • 777 1ST AVE N

Address Line 2

Second line of the postal address

  • APT 7


Zeta accepts US and international zip and postal codes. US zip codes may include a 4-digit extension as long as they are separated by a hyphen. The extension is not required and will not further improve the match rate.

  • W11 2BQ

  • 94104-1207

  • 94104


Identifier for Advertising for connected TV (CTV) OTT devices

01234567-89ABCDEF-GH01- 23456789ABCD


Cookie ID used on the Zeta DSP also known as Zeta DSP ID, RFIHUB, Sizmek cookies


SHA256 hash of an email address



Mobile Advertising Identifier (MAID) is used to target Mobile phones and tables using Android as GAID (Google Advertising ID)and IOS as IDFA (Identifier for Advertising) .

Personal Phone Matching

Personal Phone Matching improves match list to match users based on Digital Identifiers.

Phone numbers must include a US country code to be used for matching. For example, a 1 must precede a phone number in the United States. Zeta accepts up to 5 phone numbers as separate attributes no punctuation or spaces are allowed.


The Matched List won’t accept any non-numerical characters such spaces, periods, etc.

Users have to submit a total of 10 digits for each phone number.

  • 12345678910

  • email_md5 or

  • email or

  • email1 or

  • email2 or

  • email3 or

  • email4 or

  • zync_cookie or

  • ["first_name", "last_name", "address_line_1", "address_line_2", "city", "state", "zip"]

  • Example File can be downloaded here

Matched list - Sample Seed File.csv

The Name and Postal match will only be done if all required fields are present:

  • first_name

  • last_name

  • address_line_1

  • and any one of city/state/zip)

If they are not in the input file, the (Name + postal) stages match process will yield 0 results