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# Universal ID
- URL: https://www.adlingo.org/glossary/universal-id/
- Published: 2025-01-15T09:13:00.000Z
- Updated: 2025-01-15T09:13:00.000Z
- Description: A persistent identifier that can recognize users across different websites and platforms without relying on third-party cookies.
- Author: Travis Lusk
- Tags: Programmatic, #glossary, #Import 2026-10-27 17:05

A cross-site identifier designed to replace the targeting and measurement function of third-party cookies. The concept is sound. The execution is fractured: the market has produced dozens of competing "universal" ID solutions, each with different publisher coverage, different consent models, and different methodologies. None is actually universal. The practical question for buyers is which IDs have meaningful scale in the environments where you're buying, not which one has the best positioning.