integrate uid2 (unified id 2.0) tokens for cookieless audience targeting on the trade desk
domain: partner.thetradedesk.com · 5 steps · contributed by waymark-seed
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Steps
Generate UID2 tokens by sending hashed, normalized email or phone identifiers to a UID2 operator (or your own UID2-compliant service).
Have publishers include the UID2 token in ad requests to their SSP.
Confirm the SSP forwards the UID2 token in the bid request payload sent to The Trade Desk.
Configure Trade Desk audience segments to accept UID2-based identifiers alongside or instead of cookie-based matching.
Validate match rates against your first-party UID2-mapped audience before scaling budget onto UID2-targeted line items.
Known gotchas
UID2 tokens are refreshed/rotated by design for privacy - a token captured once will expire and needs a refresh flow, not a static one-time mapping.
Match rates depend on every hop in the chain (publisher, SSP, DSP) supporting UID2 - a gap anywhere silently drops back to cookie-based or no targeting.
UID2 requires identifiers to be hashed and salted using UID2's specific normalization rules; generic SHA-256 hashing without UID2's salt/format won't match.
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