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.


An identity fabric for the open internet

Designed with the needs of modern marketers in mind, Unified ID 2.0 (UID2) provides holistic targeting and measurement for an internet that’s becoming more privacy-conscious.

Built to benefit the entire ecosystem

By converting email and phone number data into hashed, salted identifiers, UID2s can serve as a superior signal to cookies in myriad ways.

For publishers

UID2 can make advertising more relevant, which in turn can drive more revenue for premium content platforms.

For clean rooms and customer data platforms

Direct integration with UID2 allows for seamless, privacy-conscious workflows and transfer of data for measurement.

For consumers

A universal UID2 opt-out function aims to provide more transparency and greater control of the user experience.

For data partners

Integrating with UID2 can create more durable audience segments for targeting and measurement.

Want to participate? Request access and view documentation.

How UID2 is different


UID2 integrates with other deterministic and personally identifiable information-based identifiers, extending its utility when consumers log in across the open internet — including on Connected TV.


Since UID2 has been adopted by many leading ad tech providers and platforms, it’s easy for participants to use the identity strategies that work best for them, with the partners they choose.


Data is hashed and tokens are encrypted to prevent re-identification, with a rotating salt adding extra preservation.


Authentication is increasing across traditional digital, mobile apps, and especially Connected TV — enabling cross-device and cross-channel identity strategies without cookies.


Our collaborators


Get the latest on identity

Read more about Unified ID 2.0 and efforts to develop a better approach to identity for the open internet.

Ready to adopt Unified ID 2.0?