Identity resolution · Prebid.org (originated by The Trade Desk)
Unified ID 2.0
Open, free identity standard using hashed email/phone as a shared pseudonymous ID, an alternative to third-party cookies.
Unified ID 2.0 is not a vendor product but an open identity standard: a hashed and salted representation of a consumer's email or phone number, generated with the consumer's consent, that publishers and advertisers can use as a shared pseudonymous identifier without passing raw contact information between each other. The Trade Desk originally created it and contributed the code to Prebid.org, an independent industry body, which now operates the standard and its open-source implementation under the Apache License 2.0 through the IAB Tech Lab's PRAM working group. Because it is free, open-source and vendor-neutral in governance, it is typically adopted alongside (not instead of) a commercial identity resolution vendor, functioning as the common ID that different parties agree to exchange rather than a resolution or matching engine in itself.
At a glance
| Vendor | Prebid.org (originated by The Trade Desk) |
|---|---|
| Pricing model | Free |
| Free tier | Yes |
| Deployment | Cloud, Self-hosted |
| Open source | Yes (Apache-2.0) |
| Best for | Publishers and advertisers who want a free, open, portable identifier not controlled by a single commercial vendor. |
Pricing
Free, open-source standard; no vendor pricing since Prebid.org operates it as shared infrastructure.
Pricing has not been verified yet — see the vendor's site.
Features
- Hashed, salted email/phone as pseudonymous identifier
- Open-source reference implementation (Apache-2.0)
- Vendor-neutral governance via Prebid.org / IAB Tech Lab
- Consent-based generation tied to publisher opt-in
- Interoperable across DSPs, SSPs and publishers
- Designed as a third-party-cookie replacement for the open web
Integrations
Profile last reviewed September 21, 2026