ID5

The company operates a B2B identity infrastructure model for the digital advertising ecosystem. It builds and maintains a large-scale identity graph and a universal identifier that connect disparate online identifiers to individuals and households, enabling addressable advertising, audience activation and measurement across web, mobile apps and CTV. Value is created by improving match rates, expanding audience reach, and enabling cross-device and cookieless targeting and measurement, particularly in privacy-regulated markets.

Revenue is generated through enterprise agreements with publishers, SSPs, DSPs, data platforms and advertisers, who integrate its identifier and graph into their adtech stacks. Additional value and distribution come from reseller and channel partnerships, where certified partners embed or resell access to the identity solutions within their own offerings.

ID5 is a UK-based identity technology company for digital advertising, founded in 2017. It provides a universal identifier and identity graph that connect various consented online identifiers, such as cookies, mobile advertising IDs and CTV IDs, into person and household-level identities to support addressable advertising and measurement across the open internet.

The company sells enterprise integrations and licences to publishers, SSPs, DSPs, data platforms and advertisers who need cookieless identity resolution, audience activation and cross-device measurement. Revenue comes from commercial contracts for access to its identifier and graph, complemented by channel and reseller partnerships rather than self-service tools aimed at consumers or very small businesses.