As an advertiser, you can upgrade your first-party data tactics with Unified ID 2.0 (UID2) to deliver omnichannel campaigns across devices with one identifier, for more durable identity strategies and better addressability.
Learn about benefits, workflow, documentation, and other resources for advertisers adopting UID2, as well as instructions for getting started.
Benefits of UID2 for Advertisers
Here are just some of the intended benefits of using UID2 as part of your advertising strategy:
- Use a privacy-conscious form of CRM data in media-buying platforms.
- Simplify identity resolution at the household and individual level.
- Manage frequency and suppress audiences across channels and devices.
- Support identity use cases on Connected TV and on mobile apps where cookies don’t exist.
- Target and measure campaigns more holistically.
- Offer opt-out, with the goal of improving consumer privacy controls.
Workflow for Advertisers
The following steps provide a high-level outline of the workflow intended for organizations that collect user data and push it to DSPs—for example, advertisers, identity graph providers, and third-party data providers.
The following process occurs in the background:
- The data provider monitors the UID2 Operator for rotated salt buckets and updates UID2s as needed.
The following steps are an example of how an advertiser or data provider can integrate with UID2:
The advertiser or data provider sends a user’s consented directly identifying information (DII) to the UID2 Operator.
The UID2 Operator generates and returns a raw UID2 and salt bucket ID.
The advertiser or data provider stores the UID2 and salt bucket ID and sends the UID2-based first-party and third-party audience segments to the DSP.
Server-side: The advertiser or data provider stores the UID2 in a mapping table, DMP, data lake, or other server-side application.
To get started, follow these steps:
Request access to UID2 by filling out the form on the Request Access page.
Someone will contact you to discuss your needs and advise on appropriate next steps.
Decide on your participant role or roles.
Decide which implementation option you want to use.
Receive your credentials (see UID2 Credentials) and follow the instructions in the implementation guide for the option you chose.note
Be sure to encrypt request messages to UID2. For details, see Encrypting Requests and Decrypting Responses.
The following documentation resources are available for advertisers to implement UID2.
|Integration Type||Documentation||Content Description||Audience|
|Integration steps for organizations that collect user data and push it to other UID2 participants||Advertiser/Data Provider Integration Guide||This guide covers integration workflows for mapping identity for audience-building and targeting.||Advertisers,|
|Snowflake||Snowflake Integration Guide||This guide provides instructions for generating UID2s from emails within Snowflake.||Advertisers,|
|AWS Entity Resolution||AWS Entity Resolution Integration Guide||This guide provides instructions for integrating with the UID2 framework using AWS Entity Resolution.||Advertisers,|
FAQs for Advertisers
For a list of frequently asked questions for advertisers using the UID2 framework, see FAQs for Advertisers and Data Providers.