Power Bi Embed / SSAS Tabular model parameters

Hello - 

I currently have power bi embedded into our application.

We will soon be embedding Power Bi into our customer facing application as well. For this, we need a way to pass an ID for each login to only show the information of the users' company. This will be an ID unique to the customer. 

How do i pass this paramater in the ssas model and the api? Is this possible?