Unified ID 2.0 Aligns with PRAM Principles Including Consumer Privacy, Equal Access

Unified ID 2.0, the next generation identity solution, is formally being submitted today to the Partnership for Responsible Addressable Media (PRAM). Earlier this month, PRAM called for contributions of addressability code for collaborative development. Unified ID 2.0 is built on an open-source digital framework, and it is the result of broad collaboration among a range of companies across the industry.

This submission puts Unified ID 2.0 firmly on its intended path to be managed and operated by independent, objective third parties as soon as the functional areas of the ID are working at scale.

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Unified ID 2.0 is an open-source, encrypted framework that represents an alternative to third party cookies that improves consumer transparency, privacy and control, while preserving the value exchange of relevant advertising across channels and devices.

“The contribution of Unified ID 2.0 to PRAM demonstrates how the industry can work together to advance new addressability solutions that support the open internet,” said Bill Tucker, executive director of the Partnership. “PRAM and its members have been working for months to develop the standards and architecture for addressability that safeguard privacy and protect ad-supported digital content and services, and we are delighted to welcome the first code contribution for our collaborative development process. Unified ID 2.0 aligns with PRAM’s founding principles, and we look forward to bringing it into the PRAM process for review and input from an even broader group of developers from across the industry.”

“I’m so proud of what the industry has accomplished in just a few months with the Unified ID 2.0 solution, a new approach to internet identity that answers all the questions around consumer privacy while enhancing the value exchange of the internet,” said Jeff Green, co-founder and CEO, The Trade Desk. “The next step is to unleash Unified ID 2.0 more widely, to a broader group of collaborators, and then to third party administrators and operators. I couldn’t be more excited to begin that process with PRAM.”

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“The flexible designs and privacy-focused principles underlying Unified ID 2.0 (UID2) have helped it gain broad industry attention, with many companies pledging integration with their own offerings,” said Dennis Buchheim, President of IAB Tech Lab and leader of the PRAM technical standards working group. “We now have the opportunity to collaborate globally to develop interoperable industry resources that meet evolving addressability and privacy standards. Building on its experience managing open-source specifications and software, we will engage the industry’s engineering and product community to evaluate and enhance UID2 and other technologies.”

The core goals of Unified ID 2.0 are as follows:

1. Simple and consistent consumer messaging – explaining the value exchange of relevant advertising for consumers, and providing greater control for publishers
2. Encrypted identification – a major upgrade over current cookie technology, that will include a hashed and encrypted ID with improved accountability measures, as well as third-party audit controls
3. Simple and transparent consumer controls, with the ability to manage participation
4. Single sign-on (SSO) capabilities across the open internet – so consumers don’t have to consent repeatedly
5. Industry accountability – so that the ID is only available to those participants who comply with consumers’ data rights and preferences

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