Unified ID 2.0
Relevant advertising enables content providers to produce the content we’ve all come to enjoy, whether it’s mobile apps, streaming TV, or web experiences. This value exchange has not always been well understood, communicated, or managed. As the industry moves away from its reliance on the third-party cookie, there’s an opportunity to create a new and better approach to identity for the open internet.
We’re building on the work of the IAB Tech Lab and partnering across the industry to develop an open source ID framework. Built from hashed and encrypted email addresses, this ID will remain open and ubiquitous while introducing significant upgrades to consumer privacy and transparency. The Unified ID 2.0 initiative will be:
- Open source and interoperable: The ID framework will be open source and available for free for everyone.
- Secured technology: Emails will be hashed and encrypted to prevent abuse. Regular rotation of decryption keys will help enforce accountability measures.
- Independently governed: Participants will agree to a code of conduct as well as regular audits.
- User transparency and privacy controls: Consumers will be able to easily view and manage their preferences and opt out at any time.
Learn more about the Unified ID 2.0 initiative
Stream “Identity 2020 – The Future of Addressable Digital Advertising”
Read our blog post