ID5 announced that it has acquired TrueData, a US-based identity graph company. The deal marks a significant expansion of ID5’s presence in the US, increasing its ability to provide identity services across the digital advertising ecosystem. The combined company will operate under the ID5 brand and will integrate TrueData’s identity graph with ID5’s Adaptive Identity technology to deliver a unified identity solution focused on privacy and interoperability.
ID5 has built a significant client base in the US market. By incorporating TrueData’s data assets and expertise, the company will enhance its identity graph and expand the scale of data it can activate across channels. The combined offering connects offline and online identifiers to support recognition, measurement, and activation while maintaining a privacy-first approach aligned with global compliance standards.
The acquisition also aligns with the needs of clients who already use both ID5 and TrueData products independently. The unified solution is expected to reduce operational complexity and provide a more integrated identity framework for advertisers, publishers, and data partners. With approximately 80 employees across North America, Europe, and Asia, the company will expand support and service to clients in multiple regions.
As part of the transaction, TrueData CEO Scott Conine and President and COO Jon Durkee will join ID5’s executive team. The move reflects a broader alignment of culture and strategy between the two organizations, both of which emphasize neutrality, collaboration, and global scale.
The acquisition is also supported by ID5’s board members and investors, who see the combination as a strategic step in the digital identity market. The combined company will continue to apply ID5’s privacy governance principles and will leverage a broader operational footprint to serve partners globally.
KEY QUOTES:
“ID5 is already widely recognised as a leading universal ID vendor. By bringing in the expertise of TrueData, we are expanding our capabilities and the scope of services we can offer to our clients and partners. This acquisition strengthens our presence and our ability to serve the US market, and positions us as the global, privacy-first identity partner the industry needs.”
Mathieu Roche, Co-founder and CEO of ID5
“Our companies share the same purpose and operate with the same values of neutrality and collaboration. This is a true merger of strengths, bringing together complementary products, teams, and cultures to create a more complete identity partner for the ecosystem.”
Scott Conine, CEO of TrueData
“ID5 has consistently led the way in redefining identity for digital advertising. This acquisition accelerates their mission, expanding ID5’s global footprint and strengthening its position as the identity partner of choice for the ecosystem. We’re proud to support a team that continues to drive meaningful progress for the industry.”
Sanja Partalo, Co-Founder and Managing Partner at S4S Ventures and Board Member at ID5
“I’ve seen how powerful TrueData’s products can be in driving client outcomes across the advertising ecosystem. Joining forces with ID5 unlocks unique solutions and creates a global identity leader accelerating growth for both companies’ clients, partners, and employees.”
Jodi Sherman Jahic, Co-founder and Managing Partner at Aligned Partners and Board Member at TrueData
