Built as an open-source, standalone solution with its own unique namespace, the EUID framework enables deterministic identifiers and and offers user transparency and privacy controls.

There are two types of EUID identifiers: raw EUIDs and EUID tokens. The EUID identifier enables monetization of logged-in experiences from publisher websites, mobile apps, and CTV apps through programmatic workflows. Benefitting from several layers of security and privacy measures, EUIDs are safely distributed across the open internet. EUID is a non-proprietary standard, and is accessible to constituents across the advertising ecosystem including Advertisers, Publishers, DSPs, SSPs, SSOs, CDPs, CMPs, Identity Providers, Data Providers, and Measurement Providers.

This product creates a deployment of the EUID Operator that generates and manages raw EUIDs and EUID tokens for EUID participants. The product operates entirely within an AWS Nitro Enclave and manages EUID token updates, including handling opt outs and encryption rotation.