An open-source identity framework initiated by The Trade Desk that converts a consented email address or phone number into an encrypted, rotating token usable across participating publishers, DSPs, and data partners. UID2 is one of several proposed replacements for the Third-Party Cookie and has its widest adoption in connected TV and among US publishers. The European counterpart is EUID.
Related terms
Cite this entry:
Agency Echelon. "Unified ID 2.0." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/unified-id-2-0/