Unified ID 2.0 (UID 2.0) could turn into another walled garden, despite intending not to, post-cookies.
UID 2.0, an email-based identifier is under scrutiny by publishers with the option being unviable for long-term investments, as privacy expectations grow. Moreover, with Google stopping support for email-based identifiers, publishers must factor-in consumer consent, before using UID 2.0.
While big publishers have the capability and offer the value to pursue consumers to opt-in, most publishers will find it challenging to convince users. However, industry bodies like the Trade Desk are bullish and believe that with a user-friendly SSO system and education, the identifier could work.
Also, with UID 2.0 needing an administrator, the identifier could likely become centralised. Further, as more consumers use temporary sign-in solutions like “machine generated emails”, publishers would need to assess if an email address is legit or not.
[5 minute read]
