Programmatic

Targeting Unified ID 2.0 (UID2) Audiences in DV360: Guide

September 26, 2026

Targeting Unified ID 2.0 (UID2) audiences in Display & Video 360 (DV360) requires either syncing hashed first-party CRM data through an accredited identity partner or targeting deal IDs enriched with UID2 tokens passed directly in the OpenRTB bid stream. Once identity linkages or supply-side deals are provisioned, traders target these addressable segments at the Line Item level to maintain high-intent reach across cookie-deprived environments. This approach ensures persistent cross-device targeting and accurate measurement across web, mobile app, and Connected TV (CTV) inventory.

  • First-Party Sync Requirements: DV360 does not natively generate UID2 tokens from raw customer CRM files; data must be processed via identity resolution platforms (such as LiveRamp, Datahash, or InfoSum) to push matched segments into Audience Center.
  • Bid Stream Identity Processing: Supply-Side Platforms (SSPs) pass encrypted UID2 tokens within the OpenRTB user.ext.eids array, which DV360 evaluates in real time during bid execution.
  • Match Rate Performance: Well-structured UID2 implementation typically improves programmatic addressability match rates to roughly 40% to 75% on authenticated open web and CTV traffic.
  • Workflow Automation: Scaling UID2 audience targeting across enterprise campaigns is managed efficiently through Structured Data Files (SDF) or the DV360 API rather than manual UI updates.

1. Architecture of Unified ID 2.0 in the DV360 Ecosystem

Unified ID 2.0 operates as an open-source, deterministic identity framework managed by Prebid.org. It transforms normalized, raw user identifiers—primarily email addresses and phone numbers—into salted, encrypted alpha-numeric tokens. Because DV360 operates within Google’s proprietary tech stack, its handling of third-party identifier frameworks like UID2 relies on two primary mechanics: customer-driven data ingestion via identity partners and supply-side token matching.

Google maintains strict boundaries between its internal identity graph and external open-web identity frameworks. For example, while Setting Up Google PAIR in DV360: Step-by-Step Ad Ops Guide outlines how publishers and advertisers match data 1:1 using encrypted clean rooms without sharing PII, UID2 acts as a universal token designed for broader open-internet interoperability. In DV360, when an advertiser wants to leverage UID2 data, the DSP evaluates the incoming OpenRTB bid request for a valid UID2 envelope embedded inside the user.ext.eids array:

{
  "user": {
    "ext": {
      "eids": [
        {
          "source": "unifiedid.com",
          "uids": [
            {
              "id": "A388f...encrypted_token_value...",
              "atype": 1
            }
          ]
        }
      ]
    }
  }
}

When DV360 receives a bid request carrying a recognized UID2 token that corresponds to a targeted first-party audience segment or targeted supply path, the DSP can bid on that impression with precise valuation, bypassing reliance on third-party browser cookies.

2. Method 1: Onboarding CRM First-Party Data as UID2 Audiences

Directly uploading a raw CSV file into DV360’s Customer Match UI creates a Google-native matched audience, not an open-web UID2 audience segment. To build a UID2-based first-party targeting list that resolves across external SSP inventory, you must route your CRM data through an identity provider integration.

Step 1: Data Normalization and Hashing

Clean and format your source customer CRM data according to strict cryptographic standards before processing. Misformatted strings will result in failed hash generation and severely diminished match rates.

  • Remove all whitespace and trailing spaces from email strings.
  • Convert all characters to lower-case UTF-8 encoding.
  • Strip all non-numeric characters from phone numbers, retaining country codes in E.164 format (e.g., +14155552671).
  • Apply SHA-256 hashing to the normalized strings, outputting a 64-character hexadecimal string.

Step 2: Processing via Identity Resolution Partners

Pipe your hashed CRM records into an onboarder like LiveRamp, InfoSum, or Datahash. These platforms translate your SHA-256 digests into UID2 salt-encrypted tokens or cross-reference them against their offline-to-online graphs (such as RampID).

In the identity partner dashboard, set up a destination sync pointing to your DV360 Partner or Advertiser ID. The identity provider pushes these matched audiences into DV360 via the Google Audience Partner API. Within 24 to 48 hours, the new segment populates under Audience > Audiences > First-Party in your DV360 advertiser account.

Step 3: Attaching Segments at the Line Item Level

Once the segment reflects a populated user count within DV360, navigate to your target Campaign and Insertion Order:

  1. Select the relevant Line Item (Display, Video, or CTV).
  2. Navigate to Line Item Details > Audience Targeting.
  3. Click First-party and third-party data.
  4. Locate your synced onboarding list (e.g., [LiveRamp_UID2]_Q3_High_Value_Customers).
  5. Select Include and save the targeting rule.

3. Method 2: Supply-Side Deal Targeting with UID2 Signals

If you lack direct CRM lists or want to maximize addressable scale on specific publishers, you can target UID2-enriched inventory at the supply layer. Major SSPs—including Magnite, PubMatic, OpenX, Index Exchange, and TripleLift—decode UID2 envelopes publisher-side and expose identity-enriched inventory through programmatic deals.

Structuring Identity-Enriched PMPs

Work with publisher partners or SSP yield teams to generate Private Marketplace (PMP) or Preferred Deal specifications that explicitly require UID2 token presence in the bid stream. Request deals where the SSP filters out unauthenticated bid requests prior to hitting the auction.

When configuring these deals in DV360:

  1. Navigate to Inventory > My Inventory in DV360.
  2. Accept the incoming Deal ID sent by the publisher or SSP.
  3. Ensure the inventory type (CTV, Web, Mobile App) aligns with your creative format.
  4. Assign the Deal ID directly to your target Line Items under Inventory Source targeting.

If inventory fails to scale after assigning these deals, consult our guide on troubleshooting non-spending PMP deals in DV360 to systematically diagnose floor price issues, geographic restrictions, or pre-bid targeting conflicts.

4. Optimizing Line Item Bidding and Execution

Because UID2 bid requests represent verified, high-intent audiences, flat CPM bidding strategies often result in lost auctions against rival DSPs. Implementing tailored bid adjustments ensures high win rates on addressable impressions while suppressing bids on unauthenticated traffic.

Applying Bid Multipliers

Use Bid Multipliers to dynamically scale bids when a UID2-enabled deal or audience segment is present. Within your Line Item's Bid Strategy settings:

  • Set a base bid capable of winning standard open-exchange inventory (e.g., $3.50 CPM for Display, $15.00 CPM for CTV).
  • Apply a positive bid multiplier (e.g., 1.3x to 1.8x) specifically targeted to your UID2 first-party audience list or high-match PMP inventory.

This approach directs capital toward impressions with verified identity signals without overpaying for non-addressable bid stream volume.

Scaling Targeting via SDF (Structured Data Files)

Manually editing identity targeting across dozens of Insertion Orders and hundreds of Line Items inside the DV360 interface introduces human error and consumes significant operational time. Enterprise teams rely on bulk operations using Structured Data Files (SDF v6 or higher).

Download your Line Item SDF, navigate to the Audience Targeting and Inventory Targeting columns, and append the appropriate Audience IDs or Deal IDs programmatically. For detailed instruction on mass updates, read our comprehensive guide on bulk editing DV360 line items with Structured Data Files.

5. Troubleshooting UID2 Performance in DV360

When executing UID2 campaigns, traders often encounter issues around audience reach, pacing, and match degradation. Address these root causes systematically:

Discrepancies in Audience Size

If a source CRM list contains 500,000 email records but the synced first-party list in DV360 displays only 180,000 active users, check the following:

  • Recency Windows: DV360 automatically expires inactive profiles based on list duration settings (default is often 30 days). Extend list membership duration to 180 or 540 days if your campaign strategy permits.
  • Hashing Mismatches: Ensure pre-hash normalization stripping (e.g., removing periods from Gmail usernames or converting uppercase letters) was conducted correctly prior to SHA-256 generation.
  • Regional Identity Regulations: UID2 presence varies heavily by geography. Match rates in the US routinely hit 50-70%, whereas European traffic yields significantly lower UID2 penetration due to GDPR consent frameworks.

Pacing Drops and Pre-bid Safety Over-filtering

Applying strict pre-bid brand safety verification tools (e.g., IAS or DoubleVerify) on top of narrow UID2 audience lists can collapse inventory liquidity. If brand safety filters block whole domain categorizations while UID2 filters constrain available user pools, bid opportunities decline exponentially. Keep pre-bid settings optimized to prevent unnecessary impression loss on authenticated premium publisher inventory.

Frequently Asked Questions

Can DV360 directly convert raw customer email lists into UID2 tokens natively?

No, DV360 does not feature a native tool to convert raw text emails directly into decrypted UID2 tokens. Advertisers must process CRM data through an accredited identity partner or onboarding platform (e.g., LiveRamp) that interfaces with Prebid's UID2 infrastructure before pushing the generated segments into DV360.

How does UID2 targeting differ from Google PAIR in DV360?

Google PAIR (Publisher Advertiser Identity Reconciliation) relies on a 1:1 privacy-preserving clean room match between a specific advertiser and a single publisher, encrypting data so neither party sees the other's raw identifiers. UID2 is a open-source, universal identity token that allows an advertiser's first-party data to match across any publisher, SSP, or exchange that supports the UID2 standard across the open web.

Why is my UID2 first-party audience list size smaller in DV360 than in my CDP?

List size drops occur due to match rate decay between offline records and active online profiles, geographical identity limits, and cookie/device expiration policies. Furthermore, DV360 only counts active, reachable users seen across available inventory within a trailing window, rather than total static offline records uploaded.

Does targeting UID2 inventory impact Connected TV campaign pacing?

Yes, restricting CTV line items strictly to UID2-authenticated bid requests limits overall auction volume because CTV environment authentication rates vary by app publisher. To maintain healthy campaign pacing, combine UID2 supply-side deals with publisher-direct deals or use bid multipliers rather than hard inclusion filters.