DSPs

As a demand-side platform (DSP, media-buying platform), you can facilitate identity strategies that leverage Unified ID 2.0 (UID2) to facilitate the following:

• First-party data activation for advertisers
• Inventory monetization for publishers

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

note

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 DSPs

Here are just some of the intended benefits for DSPs using UID2. You can:

• Upgrade identity resolution with an authenticated ID.
• Reduce dependency on third-party cookies.
• Execute omnichannel and cross-device frequency management and suppression.
• Facilitate first-party data activation with a more privacy-conscious standard for ID encryption.
• Aim to develop future-proof models with deterministic data.
• Maintain addressable audience targeting.
• Offer opt-out, with the goal of improving consumer privacy controls.
• More accurately measure campaigns with or without third-party cookies.

Workflow for DSPs

The following steps provide a high-level outline of the workflow intended for DSPs that transact on UID2s in the bidstream.

The following processes occur in the background:

• The advertiser and/or data provider passes first-party and third-party audience segments to the DSP.
• The DSP syncs with the UID2 Operator to receive decryption keys.
• The DSP listens to opt-out requests from the UID2 Operator.

The following steps occur for each bid/ad impression:

1. A bid request is passed into the bidstream with the UID2 token.
2. The DSP receives the bid request with the UID2 token from the bidstream.
3. The DSP:
   • Decrypts the UID2 token into a raw UID2.
   • Checks to see if the user opted out and, if so, does not bid.
   • Matches the raw UID2 to an audience segment.
4. The DSP sends a bid response to the bidstream with the UID2 token.

Getting Started

To get started, follow these steps:

1. Request access to UID2 by filling out the form on the Request Access page.

2. Implement a webhook to receive UID2 opt-out information, and share the webhook with the UID2 administrator.

3. Confirm that you are receiving the opt-out feed via the webhook.

   When the webhook is in place, you'll receive your credentials (see UID2 Credentials).

4. Decide which implementation option you want to use.

5. If you're using an SDK, download the SDK. Refer to the applicable SDK guide.

6. 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.

7. (Conditional) If you want to implement a CRM onboarding solution, request a separate set of credentials for the data provider workflow. See UID2 Credentials.

8. Test.

9. Go live.

Implementation Resources

The following documentation resources are available for DSPs to implement UID2.

Type	Documentation	Content Description
SDK for Java	SDK for Java Reference Guide	An SDK for anyone using Java server-side and who wants to decrypt UID2 advertising tokens to access the raw UID2.
SDK for Python	SDK for Python Reference Guide	An SDK for anyone using Python server-side and who wants to decrypt UID2 advertising tokens to access the raw UID2.
SDK for C# / .NET	SDK for C# / .NET Reference Guide	An SDK for anyone using .NET server-side and who wants to decrypt UID2 advertising tokens to access the raw UID2.
SDK for C++	SDK for C++ Reference Guide	An SDK for anyone using C++ server-side and who wants to decrypt UID2 advertising tokens to access the raw UID2.
Integration Guide	DSP Integration Guide	This integration guide for DSPs covers handling UID2s for bidding and honoring user opt-outs.
DSP Direct Integration Instructions	DSP Direct Integration Tips	Instructions for DSPs who prefer to integrate without using one of the UID2 SDKs.

FAQs for DSPs

For a list of frequently asked questions for DSPs using the UID2 framework, see FAQs for DSPs.