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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.

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.

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.

Built for a new era in identity

Our collaborators

Learn more about the Unified ID 2.0 initiative

  • What The Tech is Unified ID 2.0

    Learn how the advertising industry is preparing for life after cookies.

  • The Trade Desk Is Building Version 2.0 of Its Unified ID

    It's open-source and won't rely on third-party cookies.

Stream the latest Unified ID 2.0 content

Ready to adopt Unified ID 2.0?

Review our technical documentation on GitHub to get started.

Looking for the Unified ID 1.0 solution?