What is UID2?

Unified ID 2.0 (UID2) is an open-source identity framework designed to replace third-party cookies in digital advertising while prioritizing user privacy. It allows advertisers to target users based on encrypted and anonymized email addresses or phone numbers, enabling personalized advertising without compromising personal information. Developed by The Trade Desk, UID2 is supported by various stakeholders across the industry.

How UID2 works:

• User authentication: A user logs into a website or app with their email or phone number.
• Tokenization & encryption: The email or phone number is hashed into an anonymized identifier. This identifier is periodically refreshed to maintain privacy.
• Ad targeting & measurement: Advertisers and ad platforms use UID2 tokens to deliver relevant ads across different devices and websites.
• User control & consent: Users can manage preferences or opt-out through a centralized privacy portal.