ID5, a market-leading identity provider for digital advertising, announced a Series B funding round of $20 million. TransUnion and S4S Ventures join existing investors Progress Ventures, Seventure Partners, 360 Capital Partners, Axio, and Aperiam Ventures to support ID5 in growing its privacy-first advertising identity service. And in connection with the funding round, Sanja Partalo, Co-Founder and Managing Partner of S4S Ventures, and Michael Schoen, EVP and head of TruAudience marketing solutions at TransUnion, join the ID5 board of directors.
This funding round validates ID5’s key role in steering the industry forward during a critical juncture for digital advertising. It represents a significant endorsement of ID5’s innovative approach to identity in a pivotal year marked by increasing digital media investments, regulatory scrutiny, and the final stages of cookie deprecation. It also highlights financial and strategic investors’ confidence in ID5’s technology and its ability to constantly innovate to support digital advertising’s use cases and regulatory requirements.
Since launching in 2017, ID5 has focused on providing safe and scalable technology that makes advertising addressable and measurable while protecting people’s data. And this focus has enabled ID5 to become the most adopted identification service globally, making it the leading contender in the identity race. ID5’s solutions were adopted by thousands of publishers, advertisers, and ad tech platforms, including Havas Media, New York Post, M6 Publicité, Adobe Advertising platform, OpenX, and Eyeota, a Dun & Bradstreet company. Now, almost 50% of online advertising transactions are supported by ID5.
ID5’s efforts and achievements positioned them at the forefront of the identity landscape. ID5 will continue to innovate and expand its mission to support the entire advertising ecosystem by powering addressable and measurable advertising across all channels as the digital ad market evolves.
KEY QUOTES:
“ID5 has been receiving unprecedented levels of support from investors and interest from partners. This investment from strategic players such as TransUnion and S4S Ventures, in such a pivotal year for our industry, further strengthens our position as the leading identity solution and demonstrates trust in our ability to provide our partners with best-in-class technology to support addressable and measurable advertising.”
– Mathieu Roche, ID5’s CEO and Co-Founder
“The data landscape has shifted hugely with the slow death of cookies, and ID5 has emerged from the disruption with a winning formula to enable brands to amplify the value of their data. The company has demonstrated that its innovative technology allows advertising to be targeted while respecting customer privacy and preferences. It draws on European roots and GDPR experience to offer a more sophisticated approach to data privacy while helping brands get maximum return on their advertising investments.”
– Sir Martin Sorell, Executive Chairman at S4 Capital Group and Co-founder at S4S Ventures
“As an early investor and continued supporter, TransUnion sees significant value in ID5’s approach—validated by both buy and sell side adoption. ID5’s identifier, integrated with TransUnion’s identity and addressability solution, is a powerful combination for reaching authenticated and unauthenticated audiences and provides marketers with a much-needed solution in the post-cookie world for effective activation and measurement.”
– Michael Schoen, EVP and Head of TruAudience Marketing Solutions at TransUnion
“ID5 has built a scalable and efficient identity solution to support digital advertising in a post-cookie world. Their focus and ability to execute have enabled them to reach the highest level of adoption in the market. We are delighted to support them as they continue to innovate and shape the future of digital advertising.”
– Sanja Partalo, Co-Founder and Managing Partner of S4S Ventures
