Generate a cookieless ad identifier only for people who've actually consented, not by default the moment a page loads.
The Trade Desk - Unified ID 2.0
Unified ID 2.0 (UID2) is a privacy-focused framework built to replace third-party cookies, using anonymized email-based identifiers to enable targeted advertising while aiming to preserve user consent and transparency. UID2's own governance guidelines are explicit on this point: if a consumer opts out, participants are required to stop using that consumer's information to create or generate a UID2 token going forward. That requirement only means something if token generation is actually gated on a real consent check.
Ketch connects to UID2 to enforce exactly that gate.
Capabilities
The Ketch UID2 integration covers Consent Orchestration.This is a client-side, per-purpose gate rather than a platform-wide toggle, which means it can be tied to whichever specific Ketch purpose actually governs targeted advertising for that property.
The core mechanism is a conditional script: Ketch listens for consent events and only triggers UID2 token initialization when the `targeted_advertising` purpose (or whichever purpose an organization maps to this) has been granted. If consent for that purpose isn't present, the token initialization function simply doesn't run, so no UID2 token gets generated for that visitor.
With Ketch, teams can
The gap
An identifier framework built around consent only works if consent is actually checked before the identifier gets created, not after:
Why Ketch
Permissioning infrastructure that governs The Trade Desk - Unified ID 2.0 the same way it governs every other system in your stack — not a one-off connector bolted onto a banner.
The conditional script means a UID2 token is never created for someone who hasn't consented, rather than being created and suppressed retroactively.
The gate can be configured against whichever Ketch purpose actually governs targeted advertising for a given property, rather than a one-size-fits-all toggle.
The California Privacy Protection Agency fined Honda $632,000 over improperly configured data sharing with ad-tech partners, a reminder that identity frameworks built for advertising carry real exposure if consent isn't enforced before, not after, identifier creation.
Related reading
Integrations
Ketch ships connectors and SDKs so consent, rights, and policy flow into your CDPs, warehouses, ad platforms, and AI stack — without a custom data pipeline.
Book a demo to walk through rights, consent, and preference orchestration on your stack — or start free and connect The Trade Desk - Unified ID 2.0 yourself.
Get started in less than 5 min
