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Unified ID 2.0 Overview

UID2 is a framework that enables deterministic identity for advertising opportunities on the open internet for many participants across the advertising ecosystem. The UID2 framework enables publisher websites, mobile apps, and Connected TV (CTV) apps to monetize through programmatic workflows. Built as an open-source, standalone solution with its own unique namespace, the framework offers privacy controls designed to help participants meet local market requirements.

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The term "UID2" can refer to either the framework or an actual identifier. Unless otherwise indicated, this page provides an overview of the UID2 framework.

Guiding Principles​

The UID2 framework has the following principles as its foundation:

  • First-party relationships: UID2 enables advertisers to activate their first-party data on publisher websites across the open internet.

  • Non-proprietary (universal) standard: All participants in the advertising ecosystem who execute an appropriate participation agreement can access UID2.

  • Open source: The source code for the UID2 Component Services is publicly available.

  • Interoperable: The framework allows other identity solutions (commercial and proprietary) to integrate and provide UID2 tokens with their offerings.

  • Secure and encrypted data: UID2 leverages multiple layers of security to help protect user and other participant data.

  • Consumer control: Consumers can opt out of UID2 at any time through the Transparency and Control Portal.

Technical Design Principles​

The UID2 framework is built on the following technical principles:

  • Distributed integration: Multiple certified integration paths provide options for publishers, advertisers, and third-party data providers to manage and exchange UID2 tokens.

  • Decentralized storage: The framework does not have centralized storage for personal data (DII) mappings. All participants maintain only their own data.

  • Lean infrastructure: The UID2 system is light and inexpensive to operate.

  • Internet scale: The UID2 infrastructure can scale to address the continuously increasing needs of participants and to meet the performance demands of specific geographic regions.

  • Self-reliant: UID2 does not rely on external services for the processing of real-time bidding (RTB) data.

Elements of the UID2 Infrastructure​

For information about key elements of the UID2 infrastructure, and other aspects of UID2, refer to the following pages:

FAQs​

See Frequently Asked Questions.

License​

All work and artifacts are licensed under the Apache License, Version 2.0.