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class="menu__link" index="10" href="/docs/ref-info/updates-doc"><span class="menu__label">Documentation Updates</span></a></li></ul></nav></div></div></aside><main class="docMainContainer_TBSr"><div class="container padding-top--md padding-bottom--lg"><div class="row"><div class="col docItemCol_z5aJ"><div class="docItemContainer_c0TR"><article><div class="tocCollapsible_ETCw theme-doc-toc-mobile tocMobile_ITEo"><button type="button" class="clean-btn tocCollapsibleButton_TO0P">On this page</button></div><nav class="theme-doc-breadcrumbs breadcrumbsContainer_Z_bl" aria-label="Breadcrumbs"><ul class="breadcrumbs" itemscope="" itemtype="https://schema.org/BreadcrumbList"><li class="breadcrumbs__item"><a aria-label="Home page" class="breadcrumbs__link" href="/"><svg viewBox="0 0 24 24" class="breadcrumbHomeIcon_YNFT"><path d="M10 19v-5h4v5c0 .55.45 1 1 1h3c.55 0 1-.45 1-1v-7h1.7c.46 0 .68-.57.33-.87L12.67 3.6c-.38-.34-.96-.34-1.34 0l-8.36 7.53c-.34.3-.13.87.33.87H5v7c0 .55.45 1 1 1h3c.55 0 1-.45 1-1z" fill="currentColor"></path></svg></a></li><li itemscope="" itemprop="itemListElement" itemtype="https://schema.org/ListItem" class="breadcrumbs__item breadcrumbs__item--active"><span class="breadcrumbs__link" itemprop="name">Overview</span><meta itemprop="position" content="1"></li></ul></nav><div class="theme-doc-markdown markdown"><header><h1>Unified ID 2.0 Overview</h1></header> <p>UID2 is a framework that enables deterministic identity for advertising opportunities on the open internet for many <a href="/docs/overviews/participants-overview#uid2-external-participants">participants</a> across the advertising ecosystem. The UID2 framework enables publisher websites, mobile apps, and Connected TV (CTV) apps to monetize through programmatic workflows. Built as an open-source, standalone solution with its own unique namespace, the framework offers privacy controls designed to help participants meet local market requirements.</p> <div class="theme-admonition theme-admonition-note admonition_xJq3 alert alert--secondary"><div class="admonitionHeading_Gvgb"><span class="admonitionIcon_Rf37"><svg viewBox="0 0 14 16"><path fill-rule="evenodd" d="M6.3 5.69a.942.942 0 0 1-.28-.7c0-.28.09-.52.28-.7.19-.18.42-.28.7-.28.28 0 .52.09.7.28.18.19.28.42.28.7 0 .28-.09.52-.28.7a1 1 0 0 1-.7.3c-.28 0-.52-.11-.7-.3zM8 7.99c-.02-.25-.11-.48-.31-.69-.2-.19-.42-.3-.69-.31H6c-.27.02-.48.13-.69.31-.2.2-.3.44-.31.69h1v3c.02.27.11.5.31.69.2.2.42.31.69.31h1c.27 0 .48-.11.69-.31.2-.19.3-.42.31-.69H8V7.98v.01zM7 2.3c-3.14 0-5.7 2.54-5.7 5.68 0 3.14 2.56 5.7 5.7 5.7s5.7-2.55 5.7-5.7c0-3.15-2.56-5.69-5.7-5.69v.01zM7 .98c3.86 0 7 3.14 7 7s-3.14 7-7 7-7-3.12-7-7 3.14-7 7-7z"></path></svg></span>note</div><div class="admonitionContent_BuS1"><p>The term "UID2" can refer to either the framework or an actual identifier. Unless otherwise indicated, this page provides an overview of the UID2 framework.</p></div></div> <h2 class="anchor anchorWithStickyNavbar_LWe7" id="guiding-principles">Guiding Principles<a href="#guiding-principles" class="hash-link" aria-label="Direct link to Guiding Principles" title="Direct link to Guiding Principles"></a></h2> <p>The UID2 framework has the following principles as its foundation:</p> <ul> <li> <p><strong>First-party relationships</strong>: UID2 enables advertisers to activate their first-party data on publisher websites across the open internet.</p> </li> <li> <p><strong>Non-proprietary (universal) standard</strong>: All <a href="/docs/overviews/participants-overview#uid2-external-participants">participants</a> in the advertising ecosystem who execute an appropriate participation agreement can access UID2.</p> </li> <li> <p><strong>Open source</strong>: The source code for the <a href="/docs/overviews/participants-overview#uid2-component-services">UID2 Component Services</a> is publicly available.</p> </li> <li> <p><strong>Interoperable</strong>: The framework allows other identity solutions (commercial and proprietary) to integrate and provide UID2 tokens with their offerings.</p> </li> <li> <p><strong>Secure and encrypted data</strong>: UID2 leverages multiple layers of security to help protect user and other participant data.</p> </li> <li> <p><strong>Consumer control</strong>: Consumers can opt out of UID2 at any time through the <a href="https://www.transparentadvertising.com/" target="_blank" rel="noopener noreferrer">Transparency and Control Portal</a>.</p> </li> </ul> <h2 class="anchor anchorWithStickyNavbar_LWe7" id="technical-design-principles">Technical Design Principles<a href="#technical-design-principles" class="hash-link" aria-label="Direct link to Technical Design Principles" title="Direct link to Technical Design Principles"></a></h2> <p>The UID2 framework is built on the following technical principles:</p> <ul> <li> <p><strong>Distributed integration</strong>: Multiple certified integration paths provide options for publishers, advertisers, and third-party data providers to manage and exchange UID2 tokens.</p> </li> <li> <p><strong>Decentralized storage</strong>: The framework does not have centralized storage for personal data (<a href="/docs/ref-info/glossary-uid#gl-dii">DII</a>) mappings. All participants maintain only their own data.</p> </li> <li> <p><strong>Lean infrastructure</strong>: The UID2 system is light and inexpensive to operate.</p> </li> <li> <p><strong>Internet scale</strong>: The UID2 infrastructure can scale to address the continuously increasing needs of <a href="/docs/overviews/participants-overview#uid2-external-participants">participants</a> and to meet the performance demands of specific geographic regions.</p> </li> <li> <p><strong>Self-reliant</strong>: UID2 does not rely on external services for the processing of real-time bidding (RTB) data.</p> </li> </ul> <h2 class="anchor anchorWithStickyNavbar_LWe7" id="elements-of-the-uid2-infrastructure">Elements of the UID2 Infrastructure<a href="#elements-of-the-uid2-infrastructure" class="hash-link" aria-label="Direct link to Elements of the UID2 Infrastructure" title="Direct link to Elements of the UID2 Infrastructure"></a></h2> <p>For information about key elements of the UID2 infrastructure, and other aspects of UID2, refer to the following pages:</p> <ul> <li><a href="/docs/ref-info/uid-identifier-types">UID2 Identifier Types</a></li> <li><a href="/docs/ref-info/uid-components">UID2 Components</a></li> <li><a href="/docs/overviews/participants-overview">UID2 Participants</a></li> <li><a href="/docs/ref-info/uid-workflows">Workflows</a></li> </ul> <h2 class="anchor anchorWithStickyNavbar_LWe7" id="faqs">FAQs<a href="#faqs" class="hash-link" aria-label="Direct link to FAQs" title="Direct link to FAQs"></a></h2> <p>See <a href="/docs/getting-started/gs-faqs">Frequently Asked Questions</a>.</p> <h2 class="anchor anchorWithStickyNavbar_LWe7" id="license">License<a href="#license" class="hash-link" aria-label="Direct link to License" title="Direct link to License"></a></h2> <p>All work and artifacts are licensed under the <a href="http://www.apache.org/licenses/LICENSE-2.0.txt" target="_blank" rel="noopener noreferrer">Apache License, Version 2.0</a>.</p></div><footer 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