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UID2 Overview for Data Providers

An identity solution for the future.

Data Providers

As a data and measurement provider, you can reduce identity fragmentation by adopting Unified ID 2.0 (UID2) to connect data with a more durable, omnichannel, and cross-device identifier to fulfil your customer use cases.

This solution is for you if you're offering data or related services for online or offline advertising, such as a provider of the following:

  • Data onboarding
  • Third-party audiences
  • Identity resolution and graphs
  • Measurement and attribution

Learn about the benefits, workflow, documentation, and other resources for data providers adopting UID2, as well as instructions for getting started.


If you want access in the left sidebar to the full set of UID2 documentation, see Unified ID 2.0 Overview.

Benefits of UID2 for Data Providers

Here are just some of the intended benefits available to you as a data provider using UID2. You can:

  • Upgrade to a more privacy-conscious identifier that offers opt-out for consumer privacy control.
  • Facilitate the use of a connective identity thread between platforms and channels for resolution, activation, and measurement.
  • Aim to future-proof audience segments with deterministic IDs for advertisers.
  • Connect online and offline data with a common ID to aim for more precision.
  • More accurately measure campaigns with or without third-party cookies.

Workflow for Data Providers

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 advertiser or data provider monitors the UID2 Operator for rotated salt buckets, and updates UID2s as needed.

The following steps are an example of how a data provider can integrate with UID2:

  1. The data provider sends a user’s directly identifying information (DII) to the UID2 Operator.

  2. The UID2 Operator generates and returns a raw UID2 and salt bucket ID.

  3. The 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 data provider stores the UID2 in a mapping table, DMP, data lake, or other server-side application.

Data Provider Workflow

Getting Started

To get started, follow these steps:

  1. 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.

  2. Decide on your participant role or roles.

  3. Decide which implementation option you want to use.

  4. Receive your credentials (see UID2 Credentials) and follow the instructions in the implementation guide for the option you chose.


    Be sure to encrypt request messages to UID2. For details, see Encrypting Requests and Decrypting Responses.

  5. Test.

  6. Go live.

Implementation Resources

The following documentation resources are available for advertisers and data providers to implement UID2.

Integration TypeDocumentationContent Description
Integration steps for organizations that collect user data and push it to other UID2 participantsAdvertiser/Data Provider Integration GuideThis guide covers integration workflows for mapping identity for audience-building and targeting.
Integration steps for advertisers and data providers who want to use the client-side JavaScript SDK for adding a UID2 token to their tracking pixels.Client-Side Integration Guide for JavaScriptThis guide provides instructions for generating UID2 tokens (advertising tokens) using only JavaScript client-side changes.
SnowflakeSnowflake Integration GuideThis guide provides instructions for generating UID2s from emails within Snowflake.
AWS Entity ResolutionAWS Entity Resolution Integration GuideThis guide provides instructions for integrating with the UID2 framework using AWS Entity Resolution.

FAQs for Data Providers

For a list of frequently asked questions for data providers using the UID2 framework, see FAQs for Advertisers and Data Providers.