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.