What Roq.ad does

Roq.ad GmbH (trading as Roqad) is a privacy-first identity resolution company founded in Germany in 2015, headquartered operationally in Palo Alto with a Berlin registered office. It operates a probabilistic cross-device identity graph that uses machine learning to map desktop, mobile, CTV, and other device identifiers into user clusters, addressing the loss of third-party cookies and IDFAs. The portfolio includes the Roqad Identity Graph (core), Roqad Link (data onboarding converting hashed emails and IPs to MAIDs in DE/UK/FR), a Household Graph add-on, a CTV IDs module, a complimentary Match Test evaluation service, and a Global ID Tracker research publication.

The company sells primarily through a consultative enterprise motion, with inside and field sales coverage in North America and Europe. Revenue is generated via annual or multi-year subscription contracts with quote-based pricing; integration occurs via server-to-server transfers, JavaScript/IMG tracking, or AWS S3. Following the September 2025 acquisition of Zeotap Data, Roqad has extended into Customer Data Platform capabilities, while the June 2025 launch of Roqad Link on AWS Clean Rooms adds a first-party data collaboration product line. Named enterprise customers span DSPs, CDPs, agencies, and brands (TradeDesk, Xandr, Lotame, eyeota, McDonald's, Hainan Airlines, PayPal, Nielsen, Samsung Ads), distributed across advertising, retail, travel, and political verticals. Roqad differentiates through GDPR and TCF compliance posture (TCF Vendor ID #4, ePrivacy seal since 2015), an ID-agnostic approach rather than a competing universal ID, and over 80% coverage of online addressable users across NA and EU.

Name

Roq.ad

Legal name

Roq.ad GmbH

Website

https://roq.ad

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Roqad operates a probabilistic, GDPR-compliant cross-device identity graph and data onboarding service (Link), selling subscriptions to DSPs, CDPs, agencies, brands, and publishers across North America and Europe for cookieless audience targeting and attribution.

Ownership category

akta.pro rank

Product category

Identity Resolution Software

NAICS

Other Services Related to Advertising (541890), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Customer Data Platforms (CDP) & Identity Resolution (BPAFAFAD)

akta.pro secondary industry

Audience Segmentation, Demographic & Identity Graph Services (MPABAOAH)

Keywords

• Identity resolution
• Data onboarding
• Cross-device targeting
• Audience segmentation
• Identity graph

Headquarters

HQ city

Palo Alto

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Identity Graph Services: Revenue from providing probabilistic identity graph access and resolution services to DSPs, CDPs, agencies, and publishers. Customers pay for data enrichment, segment extension, and cross-device matching capabilities.
2. Data Onboarding: Fees for converting hashed email addresses to mobile advertising IDs and other digital identifiers. Privacy-compliant data onboarding services for connecting offline customer databases to online identities.
3. Match Testing: Evaluation and testing services where prospective customers can test identity resolution performance before committing to full licensing agreements.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Roq.ad sells a probabilistic cross-device identity resolution platform built on a machine-learning identity graph that maps devices belonging to the same anonymized user across web, mobile, and CTV. Its core products are the Roqad Identity Graph and Roqad Link (data onboarding that converts hashed emails and IPs to mobile advertising IDs), complemented by Household Graph, CTV IDs, and a Match Test evaluation service. These offerings are licensed to DSPs, CDPs, agencies, affiliate networks, consumer brands, and publishers primarily in North America and Europe.

Product overview

Roq.ad is a privacy-compliant identity resolution platform offering a portfolio of identity solutions for the adtech and martech ecosystem. The core product is the Roqad Identity Graph, a probabilistic cross-device identity resolution system that maps devices to users using machine learning algorithms. This is complemented by Roqad Link (Data Onboarding), which converts hashed emails to mobile advertising IDs and vice versa. Additional products include the Household Graph for household-level targeting and CTV IDs for connected TV advertising. The company provides supporting resources including white papers on audience amplification, ML, and graph evaluation, plus the Global ID Tracker research tool. Roqad serves DSPs, CDPs, agencies, affiliate networks, consumer brands, and publishers across North America and Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Roqad Identity Graph A privacy-compliant, probabilistic identity graph that maps devices belonging to the same user, creating clusters of connected identifiers across desktop, mobile, CTV, and other digital touchpoints to power audience reach and targeting for adtech companies in a cookieless world.
• Roqad Link (Data Onboarding) Data onboarding solution that converts hashed email addresses and IP addresses to mobile advertising IDs (MAIDs) and vice versa. Available for Germany, UK, and France, with privacy-safe linkage at scale delivered in 1-3 weeks.
• Roqad Household Graph Identity solution that targets and retargets everyone in the same household, enabling household-level audience segmentation and marketing activation.
• Roqad CTV IDs Connected TV identifier solutions enabling cross-device identity resolution for CTV advertising environments, addressing growing CTV inventory and measurement challenges.
• Match Test A complimentary testing service that evaluates cross-device matching performance by processing customer device IDs and returning cluster results within two weeks, demonstrating graph scale and accuracy capabilities prior to licensing.
• Global ID Tracker (European Universal ID Tracker) A weekly research asset providing transparency into how identity signals appear and evolve across European bidstreams, monitoring the presence and performance of universal, extended, and alternative identifiers in the programmatic ecosystem.

Quantifiable outcome

• Boosted offline visitation by 17.7% and drove down cost per conversion by 52% for major home improvement retailer
• +2 more outcomes

Named customers18 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Amazon Web Services (AWS Clean Rooms)coreTechnology or Integration · 1 June 2025Roqad launched Link, a data collaboration and enrichment service built on AWS Clean Rooms. This partnership enables first-party data collaboration and enrichment for adtech partners and brands using AWS infrastructure.
• Zeotap DatacoreStrategic or Co-development PartnerZeotap Data provides next-generation Customer Data Platform services. Following acquisition, Roqad contributes to Zeotap Data's broader go-to-market planning. Roqad and Zeotap Data share commercial and technical synergies in identity and data products.
• PodscribecoreStrategic or Co-development PartnerPartnership for privacy-first audio measurement across Europe. Roqad powers Podscribe's audio measurement capabilities with privacy-compliant identity resolution.
• DrakocoreStrategic or Co-development PartnerRoqad enabled Drako to deliver privacy-safe political advertising across CTV, mobile, and audio devices using non-cookie-based targeting methods.
• IAB EuropecoreStrategic or Co-development PartnerRoqad is an active member and early adopter of IAB Europe and the Transparency Consent Framework (TCF). TCF Vendor ID #4. Team members are active leaders and energetic participants in IAB task force activity.
• BVDWminorStrategic or Co-development PartnerTrade association membership for German digital marketing and advertising industry.
• ePrivacycoreOthersRoqad holds ePrivacy seal since 2015 (renewed through summer 2025). ePrivacy GmbH also serves as Roqad's Data Protection Officer.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• LiveRamp: Largest independent data collaboration and identity resolution platform, offering RampID for cross-channel identity, targeting and measurement. Most directly comparable to Roqad by product (cross-device identity graph) and customer base (DSPs, CDPs, brands, agencies), but at materially larger scale.
• Zeotap: Customer data and identity platform with strong European and APAC presence; the data business (Zeotap Data) was acquired by Roqad in 2025, making Zeotap the closest historical peer in CDP and mobile identity.
• Lotame: Global data and identity platform providing DMP, identity, and audience solutions. Both Lotame and Roqad serve DSPs, agencies and publishers with cross-device identity and audience extension, and Lotame is also a Roqad customer/logo.
• Eyeota: Audience data and identity resolution provider acquired by Dun & Bradstreet. Offers cross-device identity and audience targeting for advertisers, agencies and platforms; operates in the same adtech identity space as Roqad and is listed as a Roqad partner.
• Intent IQ: Probabilistic and deterministic identity graph provider for the open web. Directly comparable to Roqad in probabilistic matching, cookieless identity and DSP/CDP integrations.

Emerging players

• ID5: European-headquartered identity resolution provider offering a deterministic-leaning ID and onboarding services to DSPs, SSPs and publishers. Closest emerging European alternative to Roqad with comparable buyer base.
• Semcasting: Identity and audience targeting platform offering IP-based and probabilistic identity resolution. Overlaps with Roqad on cookieless targeting, household-level data and offline attribution.

Broad incumbents

• The Trade Desk: Largest independent DSP and the lead backer of UID 2.0, a deterministic identity framework competing directly with probabilistic approaches. A Roqad customer for identity resolution services, but also a structural competitor via UID 2.0.
• Experian: Global data broker and credit bureau extending into marketing data and audience identity. Provides offline-to-online identity linkages at scale; competes with Roqad's household graph and offline-online matching use cases.
• Oracle Advertising: Operates Oracle Data Cloud and the former Grapeshot/Datalogix identity and audience business. A broad incumbent with overlapping identity resolution, audience targeting and CTV capabilities across the same DSP and brand customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/roqad
• Instagraminstagram.com/roq.ad
• Xx.com/Roqad_official
• Facebookfacebook.com/roqad

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roq.ad