Unified ID 2.0: Advertiser and Data Provider Identity Solution

**IMPORTANT**: You must have an active UID2 contract in place before subscribing to this listing. To request a UID2 account, go to [Request access to UID2](https://unifiedid.com/request-access).

NOTE: If you are an existing client of The Trade Desk and are interested in this solution, please include your Partner and Advertiser IDs issued by The Trade Desk in the message field of the Snowflake data request.

This data product includes a secure share and a secure function. It is not a Snowflake Native App.

With reduced reliance on the third-party cookie in the addressable advertising industry, Unified ID 2.0 (UID2) enables deterministic identity for advertising opportunities on the open internet in a privacy-conscious way. As an advertiser, you can join purchase and exposure data tied to UID2s, thus optimizing audience targeting on the open internet in near-real time, while helping protect consumer privacy.

With the Unified ID 2.0 identity solution you can map user DII data to UID2s, thus allowing UID2-enabled participants to use your first-party data to run more efficient advertising campaigns without revealing any DII.

To protect UID2s from unauthorized access, UID2-enabled participants must encrypt the UID2s they share with other UID2 participants into UID2 tokens. With the Unified ID 2.0 identity solution, you can encrypt the UID2s into UID2 tokens before sharing with other parties and then, when receiving UID2 tokens, decrypt them into raw UID2s.

The UID2 Share reveals only essential data and functions needed for you to perform the following UID2-related tasks:

- Map email addresses, phone numbers, or their hashes to the corresponding UID2s, previous UID2s (if available) and refresh timestamps.
- Check when a UID2 should be regenerated based on its corresponding refresh timestamp.
- Encrypt UID2s into UID2 tokens.
- Decrypt UID2 tokens to extract the enclosed UID2s.

**The UID2 Share includes the following functions:**

FN_T_IDENTITY_MAP_V3: Use this function to map all types of DII. This function includes the following fields:

1. UID <br/>- Data Type: TEXT <br/>- Description: The UID2 associated with the DII.

2. PREV_UID <br/>- Data Type: TEXT <br/>- Description: The previous UID2 for this DII. Previous UID2s are available for 90 days after rotation. 

3. REFRESH_FROM <br/>- Data type: INT <br/>- Description: The UTC timestamp (in epoch seconds) indicating when this UID2 should be refreshed.

4. UNMAPPED <br/>- Data Type: TEXT <br/>- Description: The value is one of the following: <br/> - DII was successfully mapped: NULL. <br/> - DII was not successfully mapped: The reason why the identifier was not mapped: OPTOUT, INVALID IDENTIFIER, or INVALID INPUT TYPE. 

FN_T_ENCRYPT: Use this function to encrypt UID2s associated with the DII to UID2 tokens. This function includes the following fields:

1. UID_TOKEN <br/>- Data Type: TEXT <br/>- Description: The UID2 token containing the UID2 associated with the DII. 

2. ENCRYPTION_STATUS <br/>- Data Type: TEXT <br/>- Description: Description of the encryption status. 

FN_T_DECRYPT: Use this function to decrypt UID2 tokens to UID2 associated with the DII. This function includes the following fields:

1. UID <br/>- Data Type: TEXT <br/>- Description: The UID2 associated with the DII corresponding to the UID2 token. 

2. SITE_ID <br/>- Data Type: INT <br/>- Description: The identifier of the UID2 participant that encrypted the token. 

3. DECRYPTION_STATUS <br/>- Data Type: TEXT <br/>- Description: Description of the decryption status.

搜集汇总

背景与挑战

背景概述

Unified ID 2.0是一个广告身份解决方案，可在保护隐私的同时实现互联网广告的确定性身份识别，支持将用户DII数据映射到UID2，并提供加密和解密功能以安全处理身份令牌。该数据集包含安全共享和多个函数，用于执行身份映射、令牌加密和解密等核心任务。