ID5
- Company typePrivate
- Founded2017
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
ID5 firmographics
Firmographics- Name
- ID5
- Legal name
- ID5 Technology Ltd
- Website
- https://id5.io
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
ID5 industry classification
Industry- Product category
- Ad Tech Identity Resolution
- NAICS
- Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Privacy-Preserving Data (De-identification, Anonymization, PII Redaction) (HDAAALAG)
Keywords
Where ID5 is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
ID5 business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Identity Resolution Services: ID5 provides identity resolution technology that enables publishers and advertisers to recognize browsers and devices. The company generates revenue by licensing its identity technology to businesses in the digital advertising ecosystem, including publishers, SSPs, DSPs, and data platforms.
- ID Graph Data Services: Provides graph data including deterministic and probabilistic identity connections. Revenue is generated through data licensing and API access to the ID5 Graph for identity resolution, cross-device matching, and audience activation.
- Platform Integration and Enablement: ID5 integrates its technology into partner platforms (SSPs, DSPs, ad exchanges) and provides API access to developers. Revenue generated through platform partnerships and technical integrations across the advertising ecosystem.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise Platform |
| Usage-based | Pay-as-you-go | API Access |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
ID5 product offering
Product offeringCore offering
ID5 provides a universal identity standard (ID5 ID) and identity graph (ID5 Graph) for digital advertising. The company uses machine learning to enable cookieless audience targeting, cross-device recognition, and people-based marketing across the open web. Its Adaptive Identity technology helps publishers, SSPs, DSPs, and brands maintain addressable audiences in a privacy-first manner.
Product overview
ID5 offers a unified identity platform for digital advertising centered on two core products: the ID5 ID (a universal identity standard using machine learning to generate persistent identifiers) and the ID5 Graph (an identity graph connecting scattered online identifiers to individuals and households across devices). The platform is powered by 'Adaptive Identity' technology that evolves with industry changes. In 2025, ID5 acquired TrueData to expand its US presence and strengthen its graph capabilities, combining TrueData's identity graph expertise with ID5's existing GDPR-compliant graph to create a comprehensive identity offering that connects offline data with online reach.
Differentiator
Problem solved
Functional benefit
Products and services
- ID5 ID
- ID5 Graph
- Adaptive Identity
Quantifiable outcome
- Higher CPM in cookieless browsers for publishers
- +7 more outcomes
Companies that use ID5
Customer profileNamed customers16 records
Segments5 records
Ideal customer profiles4 records
ID5 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
AI capability6 records
Feature4 records
ID5 partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and strategic.
- Unity ExchangecoreIntegration of ID5 ID into Unity Exchange for mobile gaming addressability. Brings interoperable addressability across Unity Exchange enabling advertisers to reach high-value gaming audiences with precision for omnichannel campaigns. Available across North America, LATAM, UK/EMEA, and APAC.
- Rakuten TVcorePartnership through Rakuten TV Enterprise to integrate ID5's privacy-first identity solutions into Rakuten TV's CTV inventory across Europe. Enables privacy-safe addressable advertising and cross-device campaign measurement for FAST and AVOD streaming segments where traditional identifiers are limited.
- Horizon MediacoreIntegration of ID5's adaptive identity service into HorizonOS's Blu marketing intelligence platform, delivered via the TransUnion identity spine. Early test demonstrated double-digit lift in unique IDs per bid request and comparable engagement improvements. Full rollout expected by April 2026.
- TrueDatacoreID5 acquisition of TrueData combining TrueData's US-based identity graph with ID5's GDPR-compliant graph and alternative ID. Creates most comprehensive identity offering connecting offline data with largest online reach. TrueData executives Scott Conine (CEO) and Jon Durkee (President & COO) join ID5 as Strategic Advisor and Chief Revenue Officer respectively.
- SpotifystrategicNew advertising partnership integrating ID5 with Spotify Ads Manager. Enables improved targeting, measurement, and campaign management for Spotify advertising alongside Amazon DSP and Yahoo DSP integrations.
- Adobe AdvertisingcorePartnership enables Adobe Advertising DSP clients to leverage ID5's adaptive identity for cross-browser retargeting and audience activation. ID5 technology enables Adobe to deliver campaigns across all browsers including cookieless environments with improved performance metrics.
- Triton DigitalcorePartnership leveraging ID5 Graph to enrich listener profiles for audio addressability. Results in unparalleled accuracy and average positive revenue lift of 20% per thousand impressions for SSP's broadcasters. Revolutionizes publisher addressability and revenue optimization.
- Eyeota (Dun & Bradstreet)strategicEyeota's collaboration with ID5 ensures customers can maintain addressability and continuity of privacy-centric advertising during cookieless transition. Combines Eyeota's audience data with ID5's identity resolution.
- OpenXcorePartnership enables buyers to curate efficient, audience-driven inventory in Safari and unlock incremental revenue from unmonetized channels for publishers. ID5 integration increased Safari reach by 58%.
- AdformcoreID Fusion partnership integrates ID5's technology with Adform's site tracking, reducing implementation complexity while enhancing addressability. Partnership delivers tangible benefits in campaign performance and measurement.
- GuardianstrategicGuardian partnership with ID5 to boost addressability and deepen audience insights. Collaboration enables better ad experiences for readers and greater impact for marketers through enhanced identity solutions.
- The Trade DeskcorePartnership for integrated identity technology combining ID5 and Trade Desk capabilities for publisher activation. First integrated solution announced with Italian publisher Piemme.
- Index ExchangecorePartnership to tackle signal loss and advance addressability across web, mobile, CTV, and audio environments. Index Exchange is one of the largest independent ad exchanges worldwide.
- AnzustrategicPartnership to enhance addressability in intrinsic in-game advertising. Leverages ID5 ID to enhance identity resolution within diverse in-game environments for advertisers and publishers.
- EvorrastrategicStrategic partnership accelerating global, addressable audience targeting for media buyers. Delivers cost efficiencies and scalable performance for advertisers through privacy-first audience solutions.
- PiemmestrategicFirst Italian publisher to use integrated identity technology created by ID5 and The Trade Desk. Enables increased addressability for Italian media platform.
- ZeotapstrategicIntegration of Zeotap CDP with ID5 for data activation through cookieless, privacy-compliant ID5 identifiers. Combines customer data platform with universal identity.
- Amazon Publisher ServicescoreWebinar partnership and integration guidance for publishers leading in new era of digital advertising. APS integration best practices shared through ID5 resources.
- Future Today (Fawesome, Filmrise)strategicPartnership boosting CTV addressability for billion+ ad impressions across flagship CTV services. Enables broader, precise targeting and measurement support.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
ID5 competitors and assessment
Company assessmentDirect peers
- LiveRamp: LiveRamp is a leading identity resolution and data collaboration platform offering RampID as a people-based identifier. Directly comparable to ID5's ID5 ID and ID5 Graph in serving publishers, SSPs, DSPs, and brands with cross-channel addressability.
- The Trade Desk (UID2): The Trade Desk's UID2 is an open-source alternative identifier framework that directly competes with ID5's adaptive identity solution for cookieless addressability. ID5 even has a strategic partnership with The Trade Desk, illustrating the head-to-head overlap.
- Lotame: Lotame provides data management, identity resolution, and audience solutions for publishers and advertisers across the open web. Comparable to ID5 in serving SSPs/DSPs/publishers with identity and data onboarding services.
- Eyeota (Dun & Bradstreet): Eyeota is a global audience data and identity solutions provider (owned by Dun & Bradstreet) that partners with ID5 to extend addressability. Operates in the same data onboarding and identity resolution space for SSPs/DSPs.
- Zeotap: Zeotap is a customer data platform with a cookieless universal ID (Universal ID+) for the open web. Comparable to ID5's ID5 ID in providing privacy-compliant identity for cross-channel audience activation.
Broad incumbents
- Oracle Advertising (BlueKai): Oracle's BlueKai and broader Ad Tech stack offer identity, data, and audience solutions within Oracle's enterprise platform. Comparable as an identity and data onboarding provider but operating at a much larger scale across the ad ecosystem.
- TransUnion (TruAudience): TransUnion is both an ID5 investor and an identity/data provider via TruAudience. Operates as a broad incumbent in data and identity, leveraging its consumer credit graph for audience resolution — comparable to ID5's TrueData-enhanced graph capability.
- Experian (Audience Engine / Tapad): Experian offers identity, data, and cross-device linking solutions (including via Tapad) for advertisers and publishers. Comparable as an identity graph and audience resolution incumbent in the same digital advertising space as ID5.
- Criteo: Criteo is a large adtech platform offering identity, retargeting, and audience solutions across the open web and CTV. Comparable to ID5 as a provider of identity and addressability solutions for cookieless environments, though within a broader commerce media portfolio.
Emerging players
- LiveIntent: LiveIntent provides people-based marketing and identity solutions connecting email-based identifiers to advertising audiences. Comparable to ID5's hashed-email-based identity approach as an alternative identifier provider, though with narrower channel focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
ID5 social profiles
Digital presenceID5 compliance and trust
Trust signalCompliance3 records
ID5 financial estimates
Financial estimateRevenue estimate
Valuation estimate
ID5 leadership team
Management profileNumber of profiles
Profiles8 records
ID5 subsidiaries and ownership
Company hierarchySubsidiaries1 record
ID5 funding detail
Funding detailFunding overview
Funding rounds3 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ID5 M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ID5
What does ID5 do?
ID5 provides a universal identity standard (ID5 ID) and identity graph (ID5 Graph) for digital advertising. The company uses machine learning to enable cookieless audience targeting, cross-device recognition, and people-based marketing across the open web. Its Adaptive Identity technology helps publishers, SSPs, DSPs, and brands maintain addressable audiences in a privacy-first manner.
Is ID5 a public or private company?
ID5 is a private company. It is classified as venture growth investor backed and is currently operating.
When was ID5 founded?
ID5 was founded in 2017. It employs 51 to 100 people.
Where is ID5 based?
ID5 is headquartered in London, United Kingdom, in the Europe region.
How does ID5 make money?
Three revenue lines are on record. Identity Resolution Services are the primary driver. The others are ID Graph Data Services and platform Integration and Enablement.
Who are ID5's main competitors?
Direct peers on record are LiveRamp, The Trade Desk (UID2), Lotame, Eyeota (Dun & Bradstreet) and Zeotap. Broad incumbents are Oracle Advertising (BlueKai), TransUnion (TruAudience), Experian (Audience Engine / Tapad) and Criteo. LiveIntent is listed as an emerging player.
Does ID5 have an API?
No public API is recorded for ID5.
What industry is ID5 in?
ID5's product category is Ad Tech Identity Resolution. Its primary akta.pro industry code is HDAAALAG, Privacy-Preserving Data (De-identification, Anonymization, PII Redaction). Its NAICS code is 541511 and its SIC code is 7370.