Unified ID 2.0
D · Extended EcosystemProvides a privacy-first, interoperable identity framework that enables addressable advertising without third-party cookies while giving users transparency and control over their data.
Last updated Feb 8, 2026
- Industry
- Identity Resolution & Authentication
- Business Model
- Open-source infrastructure
- Target Market
- Enterprise
- Employee Count
- 1001-5000
- Funding
- $1.1B
- Revenue Range
- $100M-$500M
- Stock Symbol
- NASDAQ:TTD
- Parent Company
- Prebid.org (governance), originally developed by The Trade Desk
- API Available
- Yes
Market Position
Leading open-source identity solution for programmatic advertising
Overview
Unified ID 2.0 (UID2) is an open-source identity framework developed by The Trade Desk and now governed by Prebid.org as an independent industry initiative. It serves as a privacy-conscious alternative to third-party cookies for digital advertising, enabling deterministic identification based on encrypted and hashed email addresses and phone numbers. UID2 allows users to opt-in and opt-out of targeted advertising while providing advertisers, publishers, and ad tech platforms with a consistent identifier across the programmatic advertising ecosystem. As a critical infrastructure component in the post-cookie advertising landscape, UID2 has gained significant adoption across major publishers, demand-side platforms (DSPs), supply-side platforms (SSPs), and data providers. The framework emphasizes transparency, user control, and interoperability, positioning itself as a universal standard that can work across multiple platforms and participants in the digital advertising supply chain. Unlike proprietary walled garden solutions, UID2's open-source nature and governance by an independent organization aim to create a level playing field for the entire industry.
Products & Features
UID2 Framework
Core identity infrastructure that generates encrypted tokens from hashed email addresses and phone numbers for advertising targeting and measurement
UID2 Portal
User-facing transparency and control center where consumers can view and manage their UID2 opt-out preferences
UID2 Operator
Service that generates, manages, and refreshes UID2 tokens while maintaining security and privacy controls
UID2 SDK
Software development kits for publishers, advertisers, and ad tech platforms to integrate UID2 functionality
Key Features
Open-source framework with transparent governanceDeterministic identity based on encrypted email and phone numbersUser opt-out capabilities and transparency controlsToken refresh mechanism for privacy protectionInteroperability across multiple ad tech platformsGDPR and privacy regulation complianceDecentralized operator modelPublisher and advertiser first-party data activation
Use Cases
Programmatic advertising targeting without third-party cookiesCross-device user identification and frequency cappingAudience segmentation and activationCampaign measurement and attributionPublisher monetization of authenticated trafficFirst-party data collaboration between advertisers and publishersRetargeting and prospecting campaigns
Customer Segments
Publishers and media companiesDemand-side platforms (DSPs)Supply-side platforms (SSPs)Data management platforms (DMPs)Advertisers and brandsAd networksMeasurement and analytics providersCustomer data platforms (CDPs)