The goal of Unified ID 2.0 is to create a standard identifier for the ad industry using hashed emails as a replacement for third-party cookies.
On Tuesday, PubMatic signed onto the initiative, one day after Magnite and Index Exchange signaled their support for the open source project.Over the past three weeks, LiveRamp, Criteo and Nielsen also joined the effort, which is being largely shepherded by The Trade Desk.
The sell-side’s role is critical in scaling third-party cookie alternatives, said Andrew Baron, VP of marketplace at PubMatic, so the industry needs to make it easy for publishers to adopt new IDs and maximize coverage across their media.
And because “the world of IDs may become more complicated before consolidating,” Baron said, it’s up to sell-side tech vendors “to help publishers rationalize the various ID solutions to fit their business needs.”
Publishers will also require help from their tech partners to transact on new ID solutions, he said.PubMatic has pledged to offer Unified ID 2.0 as a default identifier to the more than 180 publishers using Identity Hub, its ID management solution. In practice, when a new publisher starts using Identity Hub, it will automatically get access to UID 2.0.