What is Unified ID?

Unified ID is a privacy-conscious alternative to third-party cookies, designed to improve online ad targeting and personalisation while respecting user privacy. It creates a single, anonymised identifier for users across different websites and platforms, allowing advertisers and publishers to recognize users without relying on third-party cookies

How unified ID works: 

  • Users log in or provide consent on a website.
  • A hashed, encrypted identifier (Unified ID) is created based on email, phone number, or other non-personal data.
  • The ID is shared across participating ad platforms to enable personalized advertising while maintaining privacy.

Examples of Unified ID solutions include UID2 (The Trade Desk), which encrypts user-consented emails for ad targeting, and LiveRamp ATS, which generates hashed RampIDs for cookieless advertising.