This value is created by a UID2 operator (see below) by adding a secret salt to the email address and then passing that value through a hashing function. A UID2 is the actual value that DSPs, data providers, and advertisers will store, but this value should never enter the bid stream. The unencrypted alphanumeric identifier created from a user’s email address. Click here to jump straight to that section.īut first, it is necessary to define several key terms: UID2 The purpose of this post is to provide a simplified breakdown and additional context that you may not find in the documentation.įollowing the breakdowns, you will find a lifecycle diagram that outlines how a UID2 may propagate through the ad tech ecosystem to deliver a targeted advertisement to a user. The walkthroughs below do not serve as a replacement for the official UID 2.0 documentation. The UID2 documentation supplies integration guides for: The answer to this question depends on a company’s role in the ad tech ecosystem. Publishers will need to explain to the user the value-exchange of the open Internet and why creating a universal identifier for the ad tech ecosystem is crucial in providing the free content users have come to love. Unlike cookies, Unified ID 2.0 will require users to directly provide consent to a publisher by providing their email address before a publisher can create a UID2 identifier. UID2 can provide a privacy-compliant identifier to power the advanced data targeting coveted by advertisers. When Chrome deprecates third-party cookies, advertisers will lose the precise targeting that makes web advertising such a valuable channel. The passive nature of cookies led many to condemn the technology as privacy-invasive since ad tech companies often drop cookies on a user’s browser without their knowledge.Ĭookies present valid privacy concerns, but many websites that users enjoy for free earn a bulk of their revenue from the advanced user-level ad targeting powered by cookies. Third-party cookies provided a way for digital advertisers to precisely target individual users on the web using first or third-party data.Ĭookies provide a passive way to track users across the web. The Trade Desk set out to develop Unified ID 2.0 following the announcement by Google that they plan to deprecate third-party cookies from their Chrome web browser, by 2022. Unified ID 2.0 (UID2) is an open-source framework that publishers, advertisers, and digital advertising platforms can use to establish identity without third-party cookies.
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