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ef_id is populated and appended to the landing page URL when the end user clicks the ad and is redirected to an Advertising Cloud server, and it is then passed to the advertiser in the destination URL for the ad or keyword.
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Used by Google DoubleClick, it stores information about how the user uses the website and any other advertisement before visiting the website. This is used to present users with ads that are relevant to them according to the user profile.