Amazon Web Services (AWS) has announced support for Unified ID 2.0 (UID2) on its platform, providing customers with a turnkey identity solution that provides an alternative as third-party cookies are phased out.
Unified ID 2.0 was developed by The Trade Desk as an open standard and more secure identity solution to replace third-party cookies across the advertising ecosystem. It does this through a UID2 identifier, which represents a user’s personally identifiable information (PII), such as authenticated email. This information is encrypted into tokens, regularly refreshed to minimise misuse and shore up security. UID2 tokens use a random authentication program so their value is different each time they are shared during real-time request and response workflows in programmatic advertising.