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Unified ID 2.0 (UID2)

website·Indexed 35 days ago

https://unifiedid.com

A framework for deterministic identity in advertising on the open internet. Documentation includes integration guides for publishers, advertisers, DSPs, and data providers, as well as SDK references for JavaScript, Python, Java, C#, C++, and iOS. It covers identity generation, tokenized sharing, SSO integration, and the UID2 Operator service for encryption key management.

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What's inside UID2

  1. Overview of Tokenized Sharing from raw UID2s

    Tokenized sharing allows a sender to encrypt raw UID2s into UID2 tokens before transmitting them to a receiver. This is commonly used by advertisers sharing UID2s in creative pixels. For this to work, both the sender and receiver must have a UID2 Portal account and an established sharing relationship. The receiver requires specific cryptographic keys, granted via the sender's permissions, to decrypt the tokens back into raw UID2s.

  2. Overview of UID2 Publisher Web integration options

    Publishers integrating UID2 for web have several implementation paths depending on whether they use Prebid.js, the JavaScript SDK, or a purely server-side approach:

    • Prebid.js: Options include client-side integration (easiest, Prebid.js manages token generation/refresh) or client-server integration (tokens generated server-side, typically for Private Operator users).
    • JavaScript SDK: Options include client-side integration (SDK manages tokens automatically) or client-server integration (tokens generated on server and passed to web pages).
    • Server-side: For publishers who do not use the JavaScript SDK.
    • Google Ad Manager: Specific additional steps are required for those using the Secure Signals feature (formerly Encrypted Signals for Publishers).

  3. Overview of UID2 benefits for advertisers

    Unified ID 2.0 (UID2) allows advertisers to upgrade first-party data tactics to deliver omnichannel campaigns across devices using a single identifier. Key benefits include:

    • Using privacy-conscious CRM data in media-buying platforms.
    • Simplifying identity resolution at the individual and household levels.
    • Managing frequency and suppressing audiences across various channels and devices.
    • Enabling identity use cases on mobile apps and Connected TV (CTV) where cookies are unavailable.
    • Holistic campaign targeting and measurement.
    • Providing consumer privacy controls via opt-out options.

  4. Overview of UID2 Java SDK functionality

    The UID2 Java SDK is a server-side library used by publishers, DSPs, advertisers, data providers, and UID2 sharers to manage client identities and advertising tokens. Supported functions include:

    • Encrypting raw UID2s to UID2 tokens for sharing
    • Decrypting UID2 tokens to raw UID2s
    • Generating UID2 tokens from DII
    • Refreshing UID2 tokens
    • Mapping DII to raw UID2s

  5. Overview of UID2 Snowflake Marketplace integration

    The UID2 Snowflake integration allows partners to securely share consumer identifier data without exposing sensitive directly identifying information (DII). It provides a more seamless experience than querying Operator Web Services directly.

    Supported Functionality:

    • Encrypt raw UID2 to UID2 token for sharing: Supported
    • Decrypt UID2 token to raw UID2: Supported
    • Map DII to raw UID2s: Supported
    • Generate UID2 token from DII: Not directly supported (must convert DII to raw UID2 first, then encrypt the raw UID2 into a token)
    • Refresh UID2 token: Not supported

  6. Overview of UID2 Private Operator on AKS architecture

    The UID2 Private Operator on AKS runs on virtual nodes via Azure Container Instances (ACI). This setup utilizes confidential containers within a hardware-backed Trusted Execution Environment (TEE) to ensure data integrity, data confidentiality, and code integrity. Upon startup, the container undergoes an attestation process; once verified by the UID2 Core Service, the Operator receives the necessary salts and keys to bootstrap.

  7. Overview of UID2 JavaScript SDK capabilities

    The UID2 SDK for JavaScript allows publishers to generate advertising tokens (UID2 tokens), handle automated token refreshing, and manage token storage within the browser. While the SDK manages the token lifecycle, it does not handle passing the token to the bidstream; developers must implement this separately (e.g., using Prebid.js).

  8. Overview of UID2 integration with Google Ad Manager Secure Signals

    Google Secure Signals allows publishers to pass encrypted user IDs (advertising tokens) to approved bidders via Google Ad Manager and Google Ad Manager Ad Exchange (AdX). The process involves: 1. Publishers push UID2 tokens to the secure signals feature. 2. The feature caches tokens on the client side and passes them to Google Ad Manager. 3. Google Ad Manager forwards these tokens to approved bidders in AdX based on publisher preferences. This framework is an optional part of the Google Publisher Tag (GPT) library.

  9. Overview of UID2 Operator for Azure Confidential Containers

    The UID2 Operator is the API server for the UID2 ecosystem. When deployed as a Private Operator in Azure Confidential Containers, it runs in a hardware-backed Trusted Execution Environment (TEE) ensuring data and code integrity. Upon startup, the container undergoes an attestation process with the UID2 Core Service; once verified, the Core Service provides the necessary salts and keys to bootstrap the Operator. Note that the UID2 Private Operator for Azure is not supported in Europe or China.

  10. Overview of the UID2 Framework

    UID2 is an open-source, standalone framework that enables deterministic identity for advertising opportunities across the open internet. It allows publisher websites, mobile apps, and Connected TV (CTV) apps to monetize through programmatic workflows using a unique namespace. The framework is designed with privacy controls to help participants meet local market requirements.

  11. Overview of UID2 Private Operator for AWS Marketplace

    The UID2 Private Operator is an API server enhanced with AWS Nitro Enclave technology to protect UID2 information from unauthorized access. It is provided as a free product via the AWS Marketplace, though users are responsible for the underlying infrastructure costs. The solution consists of an Amazon Machine Image (AMI) based on Amazon Linux 2023 and a CloudFormation template for deployment. Upon booting, the EC2 instance automatically fetches configuration from the AWS account and starts the server inside the enclave.

  12. Overview of UID2 IMA Plugin for Android

    The UID2 Interactive Media Ads (IMA) Plugin for Android enables publishers using the Google IMA SDK for Android to automatically send UID2 tokens as secure signals in ad requests from Android apps. This integration is handled automatically and requires no direct coding from the app developer once installed.