According to a report from AdExchanger, Unified ID 2.0 is set to enter its beta testing period. According to the report, “Starting next week, advertisers will be able to start transacting on impressions using Unified ID 2.0 identifiers and officially incorporate them into the bid stream.”
Launched last summer (2.0 — version 1.0 debuted in 2018), Unified ID 2.0 is an open source ID framework meant to enable addressable advertising as consumer privacy regulations increase and third-party cookies usage declines.
Like other identity solutions (Panorama ID, ConnectID by Verizon Media, etc.) unveiled over the last year, The Trade Desk’s ID uses “encrypted and hashed email addresses,” not cookies, which should help consumers more easily manage their privacy and data footprint across the web.
Unified ID 2.0 already has the support of a growing number of top industry players, including SpotX, Criteo, Nielsen, The Washington Post, LiveRamp, Xandr, and Fubo. CEO Jeff Green’s goal is to create the standard for identity in a post-cookie world.
Up to this point, UID 2.0 has been in proof-of-concept testing with partners. The beta kicks off at the right time. Earlier this month, Google said that it won’t develop or support any alternatives to replace third-party cookies with another user-level identifier. This means the end of cross-site, individualized web ad tracking and targeting on the open web using Google platforms.
