What is Unified ID 2.0 and why does Lytics support it?
July 6, 2021
Unified ID 2.0 addresses 3rd party cookie deprecation
Unified ID 2.0 (UID2) is a soon to be open-source, interoperable ID framework designed to give consumers more control over their data within a free web experience they are used to, while giving advertisers and publishers new, privacy-conscious targeting options in a world without third-party cookies.
Publishers will need to explain to users the value exchange for a logged in user account. Visitors who provide their email address will be assigned an encrypted Unified ID 2.0 using a hashed email and secure time-based “salt” process. Publishers and advertisers are then able to buy display, video, mobile, audio and Connected TV ads within a privacy-forward demand-side platform (DSP) bidding system.
The creation of this unified identity will enhance consumer privacy by anonymizing their identity and allowing them to monitor and adjust how their personal data is being used.
Unified ID 2.0 will be independent, originating from The Trade Desk
The Trade Desk led the initial development of Unified ID 2.0 to improve upon current industry standards in consumer privacy.
Changes like Apple iOS 14 App Tracking Transparency (ATT), Google’s 3rd party cookie deprecation announcement, CCPA, GDPR and more have changed the advertising landscape and ability to preserve the quid pro quo of digital advertising. Eventually, Unified ID 2.0 will be operated by an independent governing body with a formal code of conduct for publishers, advertisers and data providers to follow. Prebid.org has agreed to serve as an operator of the ID.
Participants must honor deletion and opt-out requests by consumers, and any abuses will be grounds for removal from the ecosystem.
“Unified ID 2.0 offers a significant upgrade to cookies, and Lytics’ support of Unified ID 2.0 allows marketers to leverage data more effectively across channels and devices,” said Michael Glantz, Senior Director, Data Partnerships at, The Trade Desk. “Lytics’ support of Unified ID 2.0 is further proof that forward-thinking marketing leaders are embracing this new approach to identity across the open internet.”
– Michael Glantz, Sr. Director of Data Partnerships, The Trade Desk
Why does Lytics support Unified ID 2.0?
As a leading Customer Data Platform (CDP), Lytics has been helping some of the largest brands match and merge user data from various channels into unified marketing profiles. With data science models natively built into Lytics’ CDP decision engine, marketers create powerful audience segments based on real-time user behaviors. These segments are activated across multiple channels including email services, real-time web personalization and advertising networks.
Lytics is pleased to support Unified ID 2.0 – an important consent-based, privacy-conscience identification solution that allows consumers to have better control over their data, while allowing publishers and advertisers a transparent, safe and secure way to collect, store and utilize that data with consent.
How does Lytics support with Unified ID 2.0?
With this new integration, Lytics customers will now be able to send a hashed email or other identifier into the open source framework and return an encrypted Unified ID 2.0. This Unified ID 2.0 will be appended to the profile and can be used to build audiences inside Lytics with Unified ID 2.0 as the primary identifier. Marketing and advertising systems that support the Unified ID 2.0 program can accept the Unified ID 2.0 as a primary identifier, and enhance cross channel identity resolution.
