Destinations | Native UID 2.0 Support

We’re excited to announce updates to our UID 2.0 Integration, which now allows for UID 2.0 credentials to be created in Amperity. UID 2.0 allows companies to safely target and influence audiences across the open internet through the use of tokens rather than directly identifiable information (DII) such as email or phone number. Amperity’s native integration improves closed-loop measurement of customers in the UID network.

With these updates, you can now enable upstream UID2 generation, allowing UID2s to be generated as a part of the Amperity Paid Media data asset. Once enabled, UID2s will be generated in bulk and refreshed regularly as part of the daily workflow. This means they can be connected back to an Amperity ID and orchestrated or activated in a campaign, regardless of connector.

UID2 settings are available in the "Customer 360 --> Databases" sub-tab in the top-right corner next to Help.

Unified ID 2.0 (UID2), developed by The Trade Desk, provides a mechanism to refer to individuals by a token representing a piece of their DII such as email or phone number. These tokens are growing in usage by companies in a post-cookie world to provide activation and measurement at an individual level.