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The Trade Desk Logo
  • EN

Industry Initiatives

Unified ID 2.0

We’re proud to unite our partners around a better approach to identity for advertisers, publishers, and consumers across the open internet.

Overview

A new and better approach to identity for the open internet

Relevant advertising enables content providers to produce the content we’ve all come to enjoy, whether it’s mobile apps, streaming TV, or web experiences. This value exchange has not always been well understood, communicated, or managed.

Decreasing reliance on the third-party cookie

We’re building on the work of leading industry partners and collaborating across the ecosystem to develop an open source ID framework. Built from hashed and encrypted email addresses, this ID will remain open and ubiquitous while introducing significant upgrades to consumer privacy and transparency.

Decreasing reliance on the third-party cookie

We’re building on the work of leading industry partners and collaborating across the ecosystem to develop an open source ID framework. Built from hashed and encrypted email addresses, this ID will remain open and ubiquitous while introducing significant upgrades to consumer privacy and transparency.

Built for a new era in identity

Partners

Our collaborators

Technical Documentation

Ready to adopt Unified ID 2.0?

Review our technical documentation on GitHub to get started.


Access Unified ID 2.0

Please note that contacting The Trade Desk for access is temporary. When UID2 has transitioned to independent governance, the governing organizations will handle access requests.

Looking for the Unified ID 1.0 solution?