NOTE: If you are an existing client of The Trade Desk and are interested in this solution, please include your Partner and Advertiser IDs issued by The Trade Desk in the message field of the data request.
With reduced reliance on the third-party cookie in the addressable advertising industry, Unified ID 2.0 (UID2) enables deterministic identity for advertising opportunities on the open internet without exposing sensitive directly identifying information (DII). As an advertiser, you can join purchase and exposure data tied to UID2s, thus optimizing audience targeting on the open internet in near-real time, while protecting consumer privacy.
With the Unified ID 2.0 identity solution you can map user DII data to UID2s, thus allowing UID2-enabled participants to use your first-party data to run more efficient advertising campaigns without revealing any DII.
To protect UID2s from unauthorized access, UID2-enabled participants must encrypt the UID2s they share with other UID2 participants into UID2 tokens. With the Unified ID 2.0 identity solution you can encrypt the UID2s into UID2 tokens before sharing with other parties and then, when receiving UID2 tokens, decrypt them into raw UID2s.
The UID2 Share reveals only essential data and functions needed for you to perform the following UID2-related tasks:
- Map email addresses, phone numbers, or their hashes to the corresponding UID2s and the second-level salt bucket IDs.
- Check the last salt update time for each second-level salt bucket ID.
- Encrypt UID2s into UID2 tokens.
- Decrypt UID2 tokens to extract the enclosed UID2s.