ID5

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

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

• Identity resolution
• Ad tech platform
• Digital advertising identity
• Audience targeting
• Cross-device identity

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers16 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability6 records

Feature4 records

Partnerships

19 partnerships are on record, tiered core and strategic.

• Unity ExchangecoreTechnology or Integration · 20 May 2026Integration 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 TVcoreTechnology or Integration · 22 January 2026Partnership 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 MediacoreTechnology or Integration · 7 January 2026Integration 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.
• TrueDatacoreStrategic or Co-development Partner · 30 October 2025ID5 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.
• SpotifystrategicTechnology or Integration · 1 October 2025New 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 AdvertisingcoreTechnology or IntegrationPartnership 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 DigitalcoreTechnology or IntegrationPartnership 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)strategicTechnology or IntegrationEyeota'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.
• OpenXcoreTechnology or IntegrationPartnership 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%.
• AdformcoreTechnology or IntegrationID 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.
• GuardianstrategicTechnology or IntegrationGuardian 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 DeskcoreTechnology or IntegrationPartnership for integrated identity technology combining ID5 and Trade Desk capabilities for publisher activation. First integrated solution announced with Italian publisher Piemme.
• Index ExchangecoreTechnology or IntegrationPartnership 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.
• AnzustrategicTechnology or IntegrationPartnership to enhance addressability in intrinsic in-game advertising. Leverages ID5 ID to enhance identity resolution within diverse in-game environments for advertisers and publishers.
• EvorrastrategicTechnology or IntegrationStrategic partnership accelerating global, addressable audience targeting for media buyers. Delivers cost efficiencies and scalable performance for advertisers through privacy-first audience solutions.
• PiemmestrategicTechnology or IntegrationFirst Italian publisher to use integrated identity technology created by ID5 and The Trade Desk. Enables increased addressability for Italian media platform.
• ZeotapstrategicTechnology or IntegrationIntegration of Zeotap CDP with ID5 for data activation through cookieless, privacy-compliant ID5 identifiers. Combines customer data platform with universal identity.
• Amazon Publisher ServicescoreTechnology or IntegrationWebinar 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)strategicTechnology or IntegrationPartnership 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

Direct 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

• Xx.com/id5_io
• LinkedInlinkedin.com/company/id5.io
• Instagraminstagram.com/id5.io

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds3 records

Investors8 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 ID5