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Industry Initiatives

Unified ID 2.0

We’re proud to unite our partners around open standards that help support a better internet for advertisers, publishers, and consumers.

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

Learn more about the Unified ID 2.0 initiative

Stream "Identity 2020 — The Future of Addressable Digital Advertising," and read the full story in our blog.

Read the latest news on Unified ID 2.0

  • Publishers Want Independent Governance of The Trade Desk’s New Unified ID

    They're willing to embrace the post-cookie solution, but also want a say in how it's run.

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

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

Looking for the Unified ID 1.0 solution?