IAB Tech Lab Releases Unified ID 2.0 Adoption Report: 45% of Publishers Now Integrated
Last updated Mar 7, 2026 by the ATDb Editorial Team · Connections updated Mar 7, 2026
Summary
IAB Tech Lab's latest report shows 45% of premium publishers have now integrated Unified ID 2.0, with adoption accelerating in Q4 2024. The report also reveals that UID2-enabled inventory commands a 25-35% CPM premium compared to cookieless alternatives.
Details
IAB Tech Lab's latest report shows 45% of premium publishers have now integrated Unified ID 2.0, with adoption accelerating in Q4 2024. The report also reveals that UID2-enabled inventory commands a 25-35% CPM premium compared to cookieless alternatives.