Unified ID 2.0 Adoption Reaches 50% of Major Publishers
Last updated Feb 21, 2026 by the ATDb Editorial Team · Connections updated Feb 28, 2026
Summary
The Trade Desk's Unified ID 2.0 identity solution has been adopted by over 50% of major publishers, marking a significant milestone in the post-cookie advertising landscape. The adoption rate suggests UID2 is emerging as a leading alternative identity solution despite ongoing privacy concerns.
Details
The Trade Desk's Unified ID 2.0 identity solution has been adopted by over 50% of major publishers, marking a significant milestone in the post-cookie advertising landscape. The adoption rate suggests UID2 is emerging as a leading alternative identity solution despite ongoing privacy concerns.