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Framing the value of measurement with REDS

Advertisers thrive when they see the full picture. Log-level data like Raw Event Data Streams (REDS) provide granular, event-level visibility insights into how campaigns reach and influence consumers. But to turn log-level data into reliable insights, advertisers need clear attribution where everyone is working with the same information to measure events.

Illustration of puzzle pieces with various data coming together to form a full report

Giving your advertiser clients a fuller picture with UID2, OGID, and REDS 

Unified ID 2.0 (UID2) and originating ID (OGID) provide privacy-conscious, persistent identity signals that connect exposures to outcomes and help form the foundation for solid campaign targeting and measurement. Alongside log-level events in REDS, this provides a gold mine of insights and attribution for advertisers — but only when everyone is working with the same measurement information. This helps ensure events are matched more accurately and responsibly.

What are Unified ID 2.0 (UID2) and originating ID (OGID)?

Unified ID 2.0Originating ID
An open-source, privacy-conscious identifier derived from a hashed and salted email or phone number. It allows addressable advertising across the open internet while offering users transparency and privacy controls, such as user consent and opt-outs.OGID keeps IDs consistent across onboarding, buying, and reporting. The IDs sent to The Trade Desk, regardless of bidding, are the same ones returned, maintaining both user privacy and data integrity.

How IDs can help media and measurement partners

Media and measurement partners rely on stable identity signals to understand customer events across channels, devices, and time (rather than short-lived identifiers like cookies and mobile ad IDs). Integrating UID2 and OGID with REDS can strengthen the reliability of those insights by providing:

  • Higher match rates: Maintain strong connections to first-party data for long-term insight
  • Consistent identity graphs: Minimize confusion with a unified user view across environments
  • Broader measurability: Attribute more impressions to known users with greater ID coverage
  • Faster product development: Build and test new audience and measurement solutions on stable identity foundations
  • Sustained visibility over time: Support cross-channel, longitudinal measurement as identity signals evolve

Better together

Implementing UID2 requires effort to merge logs. But UID2 and OGID provide real benefits by letting you and your advertising partners work with the same data to better measure impact across a campaign. UID2 and OGID offer a more accurate, consistent, and actionable foundation for measurement. When paired with REDS, they stabilize exposure-to-outcome connections, support privacy-conscious data use, and extend addressability across the open internet.

Ready to take your measurement strategy to the next level? Get started by learning more about using OGIDs and adopting UID2, or reach out to your representative at The Trade Desk for help unlocking the value of REDS.