ID5

Leading independent identity solution provider in the programmatic advertising ecosystem

ID5 is a leading identity infrastructure company in the digital advertising ecosystem that provides privacy-compliant identity solutions for publishers, advertisers, and ad tech platforms. Founded to address the challenges posed by the deprecation of third-party cookies and increasing privacy regulations, ID5 operates a universal ID solution that enables cross-platform user recognition while maintaining compliance with privacy laws like GDPR and CCPA. The company's ID5 Universal ID has been widely adopted across the programmatic advertising ecosystem, serving as a critical piece of infrastructure that enables addressability, frequency capping, and attribution in a post-cookie world. ID5's platform operates as a neutral identity layer that connects various participants in the digital advertising supply chain, including SSPs, DSPs, DMPs, and measurement providers. The company differentiates itself through its privacy-first approach, utilizing techniques like hashing and encryption to protect user data while still enabling effective advertising operations. With integrations across major ad tech platforms and adoption by thousands of publishers globally, ID5 has established itself as one of the key alternative identity solutions in the industry, competing with other universal ID initiatives while maintaining independence from major tech platforms.