Unified ID 2.0
Ventura, California, United States · Founded 2021
51-200 employees · NASDAQ:TTD
Sourced & current · updated Jul 13, 2026Website
Unified ID 2.0 is an open-source, privacy-focused alternative to third-party cookies, developed by The Trade Desk, a leading advertising technology company. It aims to provide a more transparent and user-centric approach to digital advertising while maintaining the functionality of traditional cookie-based targeting.
Where they sit
Stack tier: Ecosystem Services (A)
Identity ResolutionPrivacy-First Advertising
One of the most widely adopted open-source cookie-replacement identity frameworks in programmatic advertising, with broad DSP, SSP, publisher, and data partner adoption globally.
Ownership
Parent: The Trade Desk (founding contributor); governed by Prebid.org / PRAM