Unified ID 2.0: Data Provider Identity Solution

As the addressable advertising industry reduces reliance on the third-party cookie, Unified ID 2.0 (UID2) enables deterministic identity for advertising opportunities on the open internet while providing consumer transparency and control. As a participant, you can use the Snowflake UID2 integration to securely share authorized consumer identifier data without exposing sensitive directly identifying information (DII).

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 and the second-level salt bucket IDs.
- Check the last salt update time for each second-level salt bucket.
- Encrypt UID2s into UID2 tokens.
- Decrypt UID2 tokens to extract the enclosed UID2s.