UID2 Identifier Types
UID2 is a deterministic ID that is based on directly identifying information (DII), such as email address or phone number. There are two types of UID2s: raw UID2s and UID2 tokens (also known as advertising tokens). The following table explains each type.
| ID Type | Shared in Bidstream? | Description |
|---|---|---|
| Raw UID2 | No | An unencrypted alphanumeric identifier created through the UID2 APIs or SDKs with the user's verifiable personal data, such as a hashed or unhashed email address or a phone number, as input. To avoid revealing the source data, the input value is hashed if it was not already hashed, and then hashed again using a secret salt value to create the raw UID2. The process that creates the raw UID2 is designed to create a secure, opaque value that can be stored by advertisers, third-party data providers, and demand-side platforms (DSPs). Raw UID2s are case sensitive. Example: A request for the raw UID2 for the fictitious email address user@example.com resulted in this value: E2dxEv3oMBzNHPw5iUVmwH2Hv+60D4AXYe+2ge9U0No=. |
| UID2 Token (Advertising Token) | Yes | An encrypted form of a raw UID2. UID2 tokens are generated from hashed or unhashed email addresses or phone numbers that are converted to raw UID2s and then encrypted to help ensure protection in the bidstream. UID2 tokens are designed to be used by publishers or publisher service providers. Supply-side platforms (SSPs) pass UID2 tokens in the bidstream and DSPs decrypt them at bid request time. UID2 tokens are case sensitive. Example: A request for a UID2 token for the fictitious email address user@example.com resulted in this value: A4AAAAs6ZBcEbwAPoFhVV7CNW5W-4R-9TKDNL4RS0ctkw1U-IkNOXSnWczvwOMgCQaXHPf3Gd1o1W6IBmlZBFIloM67XOsOgwP5jUrQrclGkq1zBJJUJmOFTe6sJJA7pM1GP9gLd-hz5did6baZvcKd8DXkUYM-WALRZFnzHivu_1YEsC_CeXNdMexKDN7EwSQ6L5eZvOd1F1RkF_nLy_J0twg. |
For the fictitious email address user@example.com used in these examples, the corresponding refresh token was: AAAABrexFHvQVhNJqu+y/ua7rsgShF8e9NUXUJOZFmeFRD8TAsJadaLfOlLkwC5iSxcOKWFD9YwMBzbbcPa92CInba+bcPTaAFNmM2ZpIHgGy6lDcNPzvEnPQh/5fyZ3MD44SX/tHyIXa0R2OBAOLBA1A81r3jefhSsxZdyyBF58KtnaX6UbaeOEaguOfMnJdmhaPeWKj33v7vGfROWtxDWmi6wvGL5lHTX9H6iIZ9i1WSsemYPUgmoDOQeT7nzllJK968OECFj5LkCazDN3pCrYSeuJby9o0fMuSZNxzp6EVzi6XVED4ETtzpcaY0AArzzdh0IXV9MgH8jyg7bJSUWXQG+8kMPZzwbs9EB+7ddAUOLZL/GBna8Hm3Im03EjN3sJ.