9GAG adopts ID5 ID for monetisation of ‘cookieless’ users

Published: 01 Feb 2022

London, Hong Kong – 27 January 2022 – 9GAG, the online platform and social media website, is partnering with ID5, the leading identity solution for digital advertising. This collaboration will enable advertisers to reach and optimise users accessing 9GAG across all browsers with targeted and relevant advertising campaigns.

Founded in 2008 and based in Hong Kong, 9GAG offers a wealth of digital content and popular memes with considerable site traffic, and is backed by a group of great angel investors from leading Silicon Valley venture capitalists, including True Ventures and Greycroft Partners. Ad-funded, the company will be able to monetise every impression across all platforms including ‘cookieless browsers’.

“We have highly engaged audiences visiting the site and apps regularly but as there are growing privacy concerns and ongoing cookieless changes, it is very challenging for us to provide advertisements that suit the interest of each user. ID5’s IdentityCloud technology enables us to create identifiers to be passed through the ad tech ecosystem to advertisers, without sharing any data, benefiting both 9GAG users and advertisers at the end of the day” says Andrew Wu, Programmatic Manager at 9GAG.

Joanna Burton, Chief Strategy Officer at ID5, adds, “9GAG has millions of daily visitors sharing user-generated content and propagating memes. The company monetises through advertising yet it is becoming increasingly difficult to identify individual users on mobile and browsers where cookies are blocked. Implementing ID5 will facilitate targeting, optimisation and attribution for advertisers efficiently and effectively at scale.”

ID5’s IdentityCloud technology solves the complexity of identification by offering privacy-first user recognition and measurement capabilities. Publishers across APAC and their partners can operate more efficiently and better monetise their audiences, even in cookieless environments.

Through its encryption mechanism, ID5 respects and protects both publishers’ and users’ data by ensuring that their data is accessed by authorised monetisation partners only.

About ID5

ID5 was created to improve online advertising for consumers, media owners and advertisers, with the ultimate goal to help publishers grow sustainable revenue.

ID5 provides the advertising ecosystem with a transparent, scalable and privacy-compliant identity infrastructure. Its solutions improve user recognition and match rates and provide a stable, consented and encrypted user ID to replace third-party cookies and MAIDs. This enables publishers to better monetise their audiences, advertisers to run effective and measurable campaigns, and platforms to maximise the value of data and inventory for their customers.

Created in 2017 by seasoned ad tech professionals, ID5 services clients globally. For more information about ID5 and its solutions, please visit:

About 9GAG

9GAG was founded in 2008 with one mission: make the world happier. Today, 9GAG is the global cross-platform entertainment network with 150 million audience around the world.

9GAG is ranked #1 in entertainment & gaming on social media globally, #1 in cross-platform video creation in the US, and the #6 most followed brand on Instagram in the world. We have 90 million social followers and distribute 2.2 billion social video views a month.

9GAG is backed by Freestyle Capital, True Ventures, First Round Capital, Greycroft Partners, 500 Startups, Y Combinator and a group of great angel investors in the United States.