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Media verified Verified Outcome TRL 9

Post-Cookie Identity Solution (UID 2.0)

domain Client: AdTech Platform handshake Provider: The Trade Desk (Open Source) schedule Deploy: 2021-Present
95 Impact
Enterprise Ready
Evidence Score: 5/10
Strength: High

Executive Summary

ANALYST: COI RESEARCH

Development of an open-source, encrypted identity standard (Unified ID 2.0) that uses hashed email addresses to preserve addressable advertising without third-party cookies.

rate_review Analyst Verdict

"The leading contender for the 'open internet's' survival. As Google/Apple kill cookies, publishers and advertisers risked losing all targeting ability. UID 2.0 creates a privacy-safe, interoperable currency for identity."

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Full Audit Report Available Includes Risk Register, Technical Specs & Compliance Data.

warning The Challenge

The deprecation of third-party cookies (by Chrome/Safari) threatened the $100B programmatic ad market. Advertisers could no longer track users across sites to measure ROI. Publishers faced plummeting ad yields (CPM) without identity data.

psychology The Solution

Built UID 2.0. When a user logs into a website (via email), that email is hashed and encrypted into a UID2 token. This token allows advertisers to target the user anonymously across the ecosystem without sharing PII. It includes a user control portal. It was open-sourced to the IAB Tech Lab to ensure neutrality.

settings_suggest Technical & Deployment Specs

Integrations
DSP / SSP
Deployment Model
Open Standard
Data Classification
Hashed Identity
Estimated TCO / ROI
Implementation Cost
POC Summary ( to )

"N/A"

shield Risk Register & Mitigation

Risk Factor Severity Mitigation Strategy
Adoption Scale Medium Publisher partnerships.
Regulatory Medium GDPR compliance focus.

trending_up Impact Trajectory

Audited value realization curve

2.9x increase in Click Through Rate vs cookies Verified Outcome
Primary KPIAdoption by major publishers (Disney, NBCU)
Audit CycleInteroperability with Connected TV

policy Compliance & Gov

  • Standards: GDPR / CCPA
  • Maturity (TRL): 9
  • Evidence Score: 5/10
  • Data Class: Hashed Identity

folder_shared Verified Assets

description
Verified Case Study
PDF • Version 1
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Technical Audit
PDF • Audited
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Security Architecture

The "Blind Verification" Protocol

How we verified these outcomes for AdTech Platform without exposing sensitive IP or identities.

Private
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1. Raw Evidence

Audit ID: #PRIV-725
Evidence: Direct SQL Logs
Public
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2. Verified Asset

Outcome: Verified
Ref ID: #COI-725

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