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UID 2.0 integration

UID 2.0 Integration: A User Manual for Programmatic DSP

UID 2.0, also known as the Universal ID 2.0, is a collaborative initiative within the advertising industry designed to address the challenges of a cookie-less web, especially with the increased privacy regulations and browser restrictions. This manual focuses on integrating UID 2.0 into a programmatic Demand Side Platform (DSP) with emphasis on changes in audience sizes due to addressability restrictions on Safari and Firefox.

  1. Introduction to UID 2.0
  2. Pre-integration Steps
  3. Technical Integration Steps
  4. Addressability on Safari and Firefox
  5. Best Practices
  6. Troubleshooting & FAQs

1. Introduction to UID 2.0

The Universal ID 2.0 serves as an alternative to third-party cookies, using encrypted email addresses of users as a basis for tracking, with user consent as a primary requirement.

2. Pre-integration Steps

Before you proceed, ensure the following:

  • You have a clear understanding of your platform's current tracking mechanism.
  • You've informed your users about the change and have a strategy to collect and handle their consents.
  • You've liaised with all your data partners, suppliers, and publishers to ensure they are UID 2.0 compliant.

3. Technical Integration Steps

  1. Signup with UID 2.0 Consortium: This ensures you have access to all required technical resources.

  2. Update User Consent Flow:

    • Incorporate UID 2.0 consent dialogue.
    • Store user consents securely.

  3. Modify Your DSP's Bidding Logic:

    • Enable bidding to recognize and prioritize UID 2.0 identifiers.

  4. Integration with SSPs and Publishers:

    • Ensure that your SSPs (Supply-Side Platforms) are transmitting UID 2.0 within bid requests.
    • Collaborate with publishers to guarantee correct UID 2.0 implementation on their end.

4. Addressability on Safari and Firefox

Safari and Firefox have strict policies against third-party cookies. With UID 2.0:

  • Increased Addressability: Unlike third-party cookies, UID 2.0 functions on these browsers, enhancing addressability.

  • Audience Sizes:

    • Expect a gradual increase in audience sizes on Safari and Firefox as more users give consent.
    • Continuous monitoring is vital to understand trends and patterns.

5. Best Practices

  • Prioritize User Privacy: Always ask for explicit consent and ensure data protection mechanisms are in place.

  • Educate Your Team: Everyone, from your developers to the sales team, should understand the changes and implications.

  • Iterate and Optimize: Constantly monitor performance, especially in Safari and Firefox, and iterate accordingly.

6. Troubleshooting & FAQs

Q: My audience size hasn't increased as expected on Safari/Firefox. A: Ensure the consent flow is smooth and that publishers are effectively transmitting the UID 2.0.

Q: Are there any data decryption risks with UID 2.0? A: UID 2.0 is encrypted and hashed, making decryption unlikely. However, always follow best data protection practices.

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