European netID Foundation

What European netID Foundation does

The European netID Foundation is an independent, non-profit foundation (Stiftung) established under German law in March 2018 by three major German media and internet groups — Mediengruppe RTL Deutschland, ProSiebenSat.1, and United Internet (brands WEB.DE and GMX). Headquartered in Montabaur, Germany, the foundation operates the netID single sign-on (SSO) standard, positioned explicitly as a European, GDPR-compliant alternative to US identity providers such as Google and Facebook. Its core product, netID, lets end users log into a wide range of partner internet services with one set of credentials and manage data consents through a Privacy Center where control over data remains with the user. The technology is built on the OpenID Connect open standard with decentralized data storage.

The product portfolio spans the free netID SSO and Privacy Center, two commercial consent-management products (netID Professional and netID Enterprise) that enable GDPR-compliant, cookieless personalized advertising through deterministic ID matching, and a self-service B2B Developer Portal (developer.netid.de) that lets partners integrate netID via APIs and standard protocols. netID is also distributed through integrations such as the Auth0 Marketplace, ad exchanges (Index Exchange), consent platforms (Usercentrics), and data collaboration platforms (InfoSum).

The go-to-market is partner-centric: integration of the core SSO is free for all operators regardless of size, with distribution driven by the founding partners' existing portals (WEB.DE, GMX, 7Pass, Prosieben.de, Kochbar.de, TV NOW) and TV advertising on RTL and ProSiebenSat.1 channels. Revenue is not generated from the login service itself but from the advertising-related consent products (netID Professional/Enterprise) and programmatic advertising integrations sold to publishers, e-commerce retailers, and advertisers/adtech platforms. As a non-profit foundation it does not disclose financials. Reported scale includes over 40 million netID accounts, approximately 15 million active users as of December 2023, and 100+ integrated partners including Deutsche Telekom, Axel Springer, Otto Group, Zalando, and DPD.

Name

European netID Foundation

Legal name

European netID Foundation

Website

https://enid.foundation

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

European netID Foundation operates netID, an OpenID Connect-based single sign-on and consent-management standard positioned as a GDPR-compliant European alternative to US identity providers, serving publishers, e-commerce retailers, and advertisers across Germany and Austria.

Ownership category

akta.pro rank

Product category

Digital Identity and Access Management

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Single Sign-On (SSO) & Federation (SAML/OIDC, Identity Providers) (HDAEAJAB)

akta.pro secondary industries

Customer Permissioning & Consent Management (OAuth, scopes, revocation) (FSAGACAC), Federation & Identity Standards (SAML/OIDC/OAuth, Federation Hubs) (HDADAAAG)

Keywords

• Single sign-on services
• Digital identity management
• Consent management platform
• GDPR compliance solutions
• Cookieless advertising identity

Headquarters

HQ city

Montabaur

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. netID SSO and Developer Portal: Free integration for partners; foundation does not charge licensing or integration fees for the basic Single Sign-on service. Revenue is not generated directly from the core login service but through complementary advertising products.
2. netID Professional and Enterprise: Consent management products enabling GDPR-compliant personalized advertising. These products allow advertisers to address users across browsers and devices using deterministic ID matching, replacing third-party cookie-based targeting. Revenue derived from advertisers and publishers using the consent products for targeted advertising campaigns.
3. Programmatic Advertising Integration: Integration with ad exchanges (Index Exchange) and DSPs allows advertisers to bid using netID identifier in real-time bidding processes. This enables cookie-less addressable advertising through the programmatic ecosystem.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

The European netID Foundation operates the netID open Single Sign-on standard, allowing end users to log in to 100+ partner websites and apps using one set of credentials and to centrally manage their data consents in a Privacy Center. It commercializes netID Professional and netID Enterprise consent products that let publishers, advertisers, and e-commerce providers deliver GDPR-compliant personalized content and advertising across browsers and devices without third-party cookies. Integration is enabled through a free self-service Developer Portal exposing OpenID Connect APIs.

Product overview

The European netID Foundation offers a unified identity and consent management ecosystem anchored by the core netID Single Sign-on product. The platform consists of netID itself (the central login mechanism with associated Privacy Center), supplemented by two consent management products: netID Professional and netID Enterprise for tailored content delivery. A B2B Developer Portal enables third-party integration. Founded in March 2018 by Mediengruppe RTL Deutschland, ProSiebenSat.1, and United Internet, the foundation provides a European alternative to US-based identity platforms with data sovereignty and GDPR compliance at its core. Current account base exceeds 40 million netID accounts.

Differentiator

Problem solved

Functional benefit

Brands

• netID: Single Sign-on Lösung und Identity-Standard der European netID Foundation, der Nutzern ermöglicht, sich mit einem zentralen Account bei verschiedenen Internet-Diensten anzumelden und ihre Dateneinwilligungen transparent zu verwalten.
• netID Professional
• netID Enterprise
• netID Privacy Center
• netID Developer Portal

Products and services

• netID Single Sign-on Open Single Sign-on standard allowing internet users to log into 100+ partner websites and apps with one set of credentials; positions as a GDPR-compliant European alternative to US-based login providers.
• netID Privacy Center Central user dashboard for managing netID login credentials and data consent preferences across all connected partner services, granting users full control and transparency over their personal data.
• netID Professional Consent product enabling publishers, advertisers, and e-commerce providers to deliver GDPR-compliant personalized advertising, product information, and editorial content via deterministic cross-device user matching without third-party cookies.
• netID Enterprise Enterprise-grade consent product for larger publishers and advertisers requiring advanced GDPR-compliant targeting capabilities and personalized content delivery across partner networks.
• netID Developer Portal Self-service B2B portal at developer.netid.de enabling companies and developers to register online offerings, manage integrations, and access technical documentation and APIs to integrate netID SSO for free.

Quantifiable outcome

• 40 million+ netID accounts live with built-in user base from founding partners
• +4 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

14 partnerships are on record, tiered core and flagship.

• InfoSumcoreTechnology or Integration · 1 March 2024Data collaboration platform partnership enabling advertisers to match CRM data with netID first-party data in privacy-compliant way. Allows targeting based on existing customer relationships of 15 million active netID users.
• Auth0 (Okta)coreTechnology or Integration · 1 August 2021Identity management platform (recently acquired by Okta) integrating netID SSO into Auth0 Marketplace. Enables Auth0 customers to easily add European login standard. Provides access to Auth0's global enterprise customer base.
• Deutsche TelekomcoreTechnology or Integration · 1 November 2020Leading telecommunications company (184 million mobile customers) becoming netID account provider from 2021. Nils Stamm (Chief Digital Officer) joins Board of Trustees. Enables Telekom customers to log into all netID partner sites with existing Telekom accounts.
• Index ExchangecoreTechnology or Integration · 1 September 2020Major global ad exchange (one of world's largest independent exchanges) integrating netID identifier. Enables publishers to use netID for addressable advertising without third-party cookies. Provides access to 65 German publishers through IX Library platform.
• IAB Tech Lab (Project Rearc)coreStrategic or Co-development Partner · 1 August 2020Strategic collaboration on Project Rearc initiative developing global technical standards for addressability with privacy focus. European netID Foundation contributes experience from netID SSO and consent product development. Ensures compatibility with IAB standards.
• Axel Springer SEcoreTechnology or Integration · 1 April 2020Major media company integrating netID SSO on BILD, WELT, and TECHBOOK. First partner to use netID Professional with soft-login function. Robert Blanck (GM Advertising & E-Commerce) serves on Publishing Advisory Board. Also shareholder of Verimi (complimentary European login initiative).
• DPD DeutschlandcoreTechnology or Integration · 1 June 2019First parcel service provider integrating netID. Enables login for DPD App and myDPD services including shipment booking, pickup scheduling, and delivery preferences. Represents logistics sector integration for complete customer journey coverage.
• Süddeutsche Zeitung Digitale MediencoreTechnology or Integration · 1 March 2019Major German publisher integrating netID since December 2018. Johannes Vogel serves as Chair of Publishing/Vermarktung Advisory Board. Provides editorial content integration examples.
• Ippen DigitalcoreTechnology or Integration · 1 March 2019Digital publisher network integrating netID on approximately 50 portals including Merkur.de and tz.de. Major reach extension for netID login standard.
• Otto GroupcoreStrategic or Co-development Partner · 1 September 2018One of world's largest online retailers (revenue €7.9B) joining as partner. Dr. Sabrina Zeplin serves as Chair of E-Commerce Advisory Board. Plans to integrate netID SSO into web shops of OTTO, About You, Bonprix, Sportscheck, and Mytoys reaching over 25 million registered customers.
• Mediengruppe RTL DeutschlandflagshipStrategic or Co-development Partner · 1 March 2018Founding partner and co-creator of the European netID Foundation. Mediengruppe RTL Deutschland provides major distribution channel with TV advertising support on RTL channels and integration of netID into Kochbar.de and TV NOW. Reaches approximately 50 million monthly unique users. CEO Matthias Dang joined Board of Trustees in March 2024. Karin Immenroth serves as Chief Data & Analytics Officer and former Board Chair.
• ProSiebenSat.1 Media SEflagshipStrategic or Co-development Partner · 1 March 2018Founding partner providing TV advertising on ProSiebenSat.1 channels and integrating netID into Prosieben.de, Sat1.de, Kabel1.de, Sixx.de, and 7Pass. Reaches approximately 50 million monthly unique users combined. CEO Carsten Schwecke (Seven.One Media) joined Board of Trustees in March 2024.
• United Internet AG (WEB.DE, GMX)flagshipStrategic or Co-development Partner · 1 March 2018Founding partner with brands WEB.DE and GMX providing 35-38 million existing email accounts that are netID ready. United Internet Media serves as advertising arm. Jan Oetjen (CEO 1&1 Mail & Media) serves on Board of Trustees. Combined reach of approximately 50 million monthly unique users.
• Zalando SEcoreStrategic or Co-development Partner · 1 July 2017First partner announced before foundation formalization (July 2017). European fashion platform integrating netID for login. First major validation of login alliance concept with 25+ million customers in Germany.

Scale indicators7 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• ID5: European identity provider offering a shared ID infrastructure for the advertising ecosystem with cookieless addressability solutions. ID5 competes directly with netID Professional/Enterprise in deterministic user matching for European publishers and advertisers.
• Verimi: Berlin-based European login and identity alliance backed by Allianz, Axel Springer, Deutsche Bank, and core German media/financial players. Verimi is the closest direct competitor to netID, offering SSO and verified digital identity with the same European-data-sovereignty positioning.
• Utiq: European telco-backed authentic consent-based identifier launched by Vodafone, Orange, Deutsche Telekom, and Telefónica. Utiq is both a peer (cookieless identity) and a partner of netID for combined ID solutions, targeting the same European advertiser and publisher customers.

Emerging players

• InfoSum: Privacy-safe data collaboration platform partnering with netID to enable CRM matching against netID's first-party user base. InfoSum is an adjacent peer in data clean room infrastructure that competes for advertiser identity-related budgets.
• Usercentrics: Europe's leading consent management platform (CMP) integrated with netID products. Usercentrics is an adjacent peer in the privacy-compliance stack, competing in consent management while complementing netID in the post-cookie value chain.

Broad incumbents

• The Trade Desk: Global independent DSP supporting the netID identifier in its European programmatic offering. The Trade Desk competes broadly for European ad-tech spend while serving as a critical distribution channel for netID's addressability product.
• Auth0 (Okta): Global identity platform acquired by Okta that distributes netID SSO via its marketplace. Auth0 is both a distribution partner and a broad incumbent in IAM/SSO that could absorb or displace netID in enterprise customer deployments.
• Signicat: European digital identity verification specialist covering eID, KYC, and authentication. Signicat competes in the broader European identity stack and aligns with netID's regulatory/sovereignty positioning across banking, public sector, and telecom.

Others

• Index Exchange: One of the world's largest independent ad exchanges, integrated with netID for cookie-less programmatic advertising via the IX Library covering 65+ German publishers. Index is a distribution partner rather than direct competitor but operates in the same ad-tech value chain.
• IAB Tech Lab: Industry standards body coordinating Project Rearc for addressability and identity standards, with European netID Foundation as a collaborating partner. IAB Tech Lab shapes the open standards (OIDC, TCF 2.0) that netID implements and competes within.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xtwitter.com/netidfoundation?lang=de
• LinkedInlinkedin.com/company/enid

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about European netID Foundation