USER ADDRESS MATCH BASED ON MATCH QUALITY

1 . A method comprising:

receiving, by an online system, from a third party a customer list, the customer list comprising a plurality of customers, the customer list including hashes of personally identifying information (PII) of each of the plurality of customers, the PII comprising one or more categories including at least one of an email address, a gender, and a date of birth;

receiving, by the online system, from a third party, a match priority selection indicating a minimum level of match quality;

determining a set of PII attributes to match based on the received match priority; and

generating a custom audience by:

matching the hashes of PII of customers of the plurality of customers with hashes of users of an online system based, in part, on the determined set of PII attributes associated with the received customer list, and

determining street addresses associated with matched users of the online system.

2 . The method of claim 1 , wherein receiving the customer list further comprises:

providing a web page with scripting code to generate the hashes of PII of the received plurality of customers.

3 . The method of claim 1 , further comprising:

providing a graphical user interface;

receiving a selection of a data type via the graphical user interface; and

receiving one or more targeting criteria via the graphical user interface.

4 . The method of claim 1 , wherein matching a user further comprises determining one or more lookalike users associated with a matched user.

5 . The method of claim 1 , wherein determining a street address associated with a matched user comprises:

generating a geo-tile associated with the matched user;

transmitting the generated geo-tile to a tile service;

receiving a populated geo-tile from a tile-service, the populated geo-tile including a plurality of users having one or more PII values and including street addresses;

normalizing the street addresses of the populated geo-tile; and

matching one of the normalized street addresses to a matched user of the custom audience.

6 . The method of claim 1 , further comprising providing, to a user of the custom audience when the user is logged onto the online system, an advertisement of the third party.

7 . A method for generating a custom audience comprising:

receiving from an advertiser a customer list and a match priority selection indicating a minimum level of match quality, the customer list comprising a plurality of customers associated with the advertiser;

determining a set of PII attributes to match corresponding to the received match priority selection; and

generating a custom audience by:

matching customers of the plurality of customers with users of an online system based on the determined set of PII attributes associated with the customers; and

determining street addresses associated with the matched users of the online system.

8 . The method of claim 7 , wherein receiving the customer list further comprises:

providing a web page with scripting code to generate the hashes of PII of the received plurality of customers.

9 . The method of claim 7 , further comprising:

providing a graphical user interface;

receiving a selection of a data type via the graphical user interface; and

receiving one or more targeting criteria via the graphical user interface.

10 . The method of claim 7 , wherein generating a custom audience further comprises determining one or more lookalike users associated with a matched user.

11 . The method of claim 7 , wherein determining a street address associated with a matched user comprises:

generating a geo-tile associated with the matched user;

transmitting the generated geo-tile to a tile service;

receiving a populated geo-tile from a tile-service, the populated geo-tile including a plurality of users having one or more PII values and including street addresses;

normalizing the street addresses; and

matching the normalized street addresses to a matched user.

12 . The method of claim 7 , further comprising providing, to a user of the custom audience when the user is logged onto the online system, an advertisement of the third party.

13 . A non-transitory computer-readable storage medium comprising instructions executable by a processor, the instructions comprising:

instructions for receiving a customer list including a match priority selection indicating a minimum level of match quality, the customer list comprising a plurality of customers associated with the advertiser;

instructions for determining a set of users wherein each of the users comprising users matching a customer associated with the an advertiser based on one or more determined PII attributes associated with the customers;

instructions for determining a street address associated with each of the one or more matched users;

instructions for generating a custom audience comprising at least: the matched user and the determined street address associated with the match user; and

instructions for storing the generated custom audience.

14 . The non-transitory computer-readable medium of claim 13 , wherein receiving a customer list further comprises:

providing instructions to generate a local hash of the customer list; and

uploading the hashed customer list to the online system.

15 . The system of claim 14 , wherein uploading the hashed customer comprises:

generating a graphical user interface;

selecting a data type; and

receiving one or more targeting criteria.

16 . The system of claim 13 , further comprising:

calculating a hashed list user PII;

storing the hast list of user PII.

17 . The system of claim 13 , wherein matching a user further comprises determining one or more lookalike users associated with a matched user.

18 . The system of claim 13 , wherein determining a street associated with a matched user further comprises:

generating a geo-tile associated with one or more matched use;

transmitting the generated geo-tile to a tile-service;

receiving a populated geo-tile from a tile-service including one or PII; and

normalizing the received street addresses;

matching the normalized street address to a matched user;

19 . The system of claim 13 , further comprising transmitting the stored custom audience to a customer.