UID2 (Unified ID 2.0)
An open-source, privacy-first identity framework that turns first-party data such as an email into a hashed identifier for targeted advertising without third-party cookies.
Current status
As of September 2026: in active use. Google retired its Privacy Sandbox APIs in October 2025, which keeps first-party identity solutions like UID2 relevant.
Explanation
UID2 is an open-source identity framework, championed by The Trade Desk, that converts first-party data such as an email address into a hashed and salted identifier so advertisers can target without third-party cookies. The technology itself predates the last two years, but it became the de facto industry standard identity solution through 2025 and 2026, after Google abandoned its Privacy Sandbox cookie-replacement effort in late 2025. New adopters in that period include Roku, Experian, and Perion. Any programmatic buy made outside walled gardens now runs into UID2 as the leading open-web alternative.
Usage context / examples
Perion Network announced UID2 adoption via The Trade Desk in March 2025, and Urban Science rolled out UID2 for automotive targeting in 2026.
Related terms
Identity Graph (ID Graph), Deterministic Matching, First-Party Data, PAIR, PETs
Turkish definition
UID2, üçüncü taraf çerez kullanmadan hedefli reklam yapabilmek için e-posta gibi birinci taraf veriyi karma bir kimliğe dönüştürür.