ID5

ID5 operates a B2B identity infrastructure model for the advertising ecosystem. It builds proprietary identity resolution technology and data assets that connect fragmented signals across devices and environments, enabling publishers and platforms to increase monetisation while helping buyers improve targeting and measurement. Value is created through ecosystem integrations, graph enrichment, interoperability and identity-linked data services that become more useful as adoption broadens across supply and demand partners.

ID5 is a private AdTech company that provides identity infrastructure for digital advertising in cookieless, privacy-first environments. Its core products include a universal identifier, an identity graph, and interoperability tooling used by publishers, SSPs, DSPs, data platforms, advertisers and agencies to improve addressability, match rates, bid enrichment, audience activation and measurement across web, in-app, audio and CTV environments.

The company generates value by making previously unaddressable inventory more monetisable and by helping buy-side and sell-side participants improve campaign efficiency. Its commercial model appears hybrid: broad ecosystem adoption is encouraged through free or low-friction deployment of its ID product, while revenue is generated through paid graph access, data assets, enrichment, interoperability and commercial agreements tied to performance and identity services. The 2025 acquisition of TrueData expanded its US footprint and strengthened its identity datasets.