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ID5 announces its partnership with Italiaonline, Italy’s largest online publisher

Published: 20 May 2021

London and Milan, 13 May 2021 – ID5, the leading identity solution for digital advertising announces the partnership with Italiaonline, Italy’s largest internet company. The collaboration enables Italiaonline to identify Safari and Firefox traffic and to be better prepared for the cookieless future when Google will deprecate third-party cookies from Chrome. 

ID5’s privacy-by-design technology is built on top of IAB Europe’s Transparency and Consent Framework and takes into account consumers’ privacy choices. Its encryption mechanism ensures that publishers’ data is protected and that users’ data is only accessed only by authorised monetisation partners. 

The deprecation of third-party cookies has a negative impact on publishers that have not integrated cookie-less identification solutions. According to a recent industry report published by ID5, 50% of online publishers have experienced a CPM decrease of between 10-60% in cookieless browsers where users can’t be identified across domains. The partnership with ID5 allows Italiaonline to identify users and increase CMPs for traffic from cookieless browsers. The collaboration will show its full potential in 2022 when cookies will be blocked by Chrome and all web traffic will be cookieless.  

“The partnership with ID5 enables us to offer a transparent and privacy-first environment to our users and to comply with the GDPR requirements. At the same time, it allows brands who advertise on our websites to address their target audience and measure campaign performance in all browsers seamlessly” says Carmine Laltrelli, Innovation & Monetization Director at Italiaonline. 

“We are delighted to collaborate with Italiaonline, Italy’s largest online publisher.  Once again, Italiaonline is at the forefront of innovation in the publishing world” says Joanna Burton, Chief Strategy Officer at ID5. “Our Universal ID enables Italiaonline to protect their users’ data and to respect their privacy preferences. It also allows advertisers to reach their target audience with personalised messages in all browsers both today in Safari and Firefox and tomorrow in Chrome” adds Burton. 

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:

Categories:  Member News