ID5

Leading independent, neutral identity infrastructure provider for the open web, widely adopted across publishers, SSPs, DSPs, and data platforms globally.

ID5 is a privacy-first identity platform founded in 2017 and headquartered in Paris, France. The company provides a shared, neutral identity infrastructure designed to help the digital advertising ecosystem transition away from third-party cookies while maintaining effective audience targeting, measurement, and monetization. Its flagship product, the ID5 Universal ID, is a persistent, privacy-compliant identifier that can be used across the open web by publishers, DSPs, SSPs, DMPs, and data providers. ID5 operates as a neutral, independent party in the identity space, meaning it does not compete with its clients in media buying or selling. This neutrality has been a key differentiator, enabling broad adoption across the supply chain. The ID5 ID is built to comply with major privacy regulations including GDPR and CCPA, and the company has invested heavily in consent management and first-party data integration capabilities. ID5 also supports authenticated and unauthenticated environments, making it relevant even where user login data is unavailable. In the competitive identity resolution landscape, ID5 competes with solutions like LiveRamp's RampID, The Trade Desk's Unified ID 2.0, and Criteo's SPARROW, among others. However, ID5 differentiates itself through its publisher-first approach, interoperability across platforms, and its role as a shared infrastructure layer rather than a proprietary walled garden. The company has seen significant adoption across European and global markets and is considered one of the leading independent identity solutions in the post-cookie era.