Mathieu Roche

Mathieu Roche is best known as the co-founder and CEO of ID5, one of the most widely adopted universal identity solutions in programmatic advertising. Launched in 2017, ID5 was built on the premise that the industry needed a shared, privacy-compliant identity infrastructure to survive the deprecation of third-party cookies — a vision that has since become central to the entire AdTech ecosystem's evolution. Under Roche's leadership, ID5 has grown into a foundational layer of the open web, connecting publishers, DSPs, SSPs, and data platforms through a neutral, interoperable ID framework that respects GDPR and other global privacy regulations. Before founding ID5, Roche built deep programmatic expertise at Quantcast, where he served as Managing Director for Europe, overseeing the company's expansion across the region and developing a strong command of audience targeting, real-time bidding, and data-driven advertising. His career trajectory reflects a consistent focus on the intersection of data, identity, and privacy — themes that would ultimately define his entrepreneurial mission with ID5. Roche is a prominent voice in industry conversations around cookieless advertising, frequently speaking at major AdTech conferences and contributing to standards discussions. He has positioned ID5 not merely as a product but as a collaborative infrastructure play, partnering with trade bodies and competing identity solutions to advance interoperability. His approach — neutral, publisher-friendly, and privacy-first — has earned ID5 a reputation as a trusted infrastructure provider rather than a walled garden, distinguishing it in a crowded identity landscape.

• Business/Engineering degree — specific institution not publicly confirmed

• Co-founded ID5 in 2017, growing it into one of the most widely adopted shared identity solutions in the programmatic ecosystem with thousands of platform integrations globally
• Built ID5's neutral infrastructure model, enabling interoperability across competing SSPs, DSPs, and publishers without operating as a walled garden
• Led ID5 through multiple funding rounds to scale its identity infrastructure across the open web
• Established ID5 as a key partner to major industry bodies and standards organizations working on post-cookie identity frameworks

• Regular contributor to industry publications including Digiday, AdExchanger, and ExchangeWire on identity and privacy topics