Unified 2.0 is an open source and free ID framework solution designed to replace Third party Cookies. The preferred term for UID is “authenticated log ins”, because it can also use, for instance, phone numbers. In principle, it could work based on any identity token voluntarily offered up by a consumer. This was designed in order to boost transparency and privacy. And instead of cookies, Unified ID 2.0 uses anonymous consumer email addresses, which are collected when the user logs into a website or App (whether through any mobile or connected TV).
Why was Unified ID 2.0 created?
Data are the foundation of digital advertising. Without data, we would not be able to create audience clusters, nor run retargeting or behavioral campaigns. These changes are forcing marketers and publishers to look for advertising solutions. UID 2.0 is one of these solutions.
What are the key elements of UID 2.0?
•Open source and free
• “authenticated log ins”
• Anonymity
• Grants greater transparency and simpler privacy controls to consumers, who can clearly understand and manage their preferences, with the ability to opt-out at any time.
• The IAB is the administrator, with participants adhering to a code of conduct in addition to regular audits. PreBid, the independent trade organization, serves as the independent operator of the initiative.
Is UID 2.0 the only solution?
It is just one of the emerging options during the recent months. Many companies
create their own technology and much of their potential success depends on those
publishers who adopt it. This will be a pivotal year to understand where the
digital advertising industry is heading.
