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ID5 appoints Joanna Burton as Chief Strategy Officer


London – 15 May 2019. Joanna Burton is joining ID5, the shared identity infrastructure, as Chief Strategy Officer. Reporting into CEO and co-founder Mathieu Roche, Burton, formerly VP European Strategy at video ad monetisation platform, SpotX, will create a go-to-market strategy to drive revenue, strengthen partnerships with premium publishers and accelerate the company’s international expansion.


Founded by Mathieu Roche, Scott Menzer and Pierre-Antoine Durgeat, ID5 launched in 2017 with backing from 360 Capital Partners. The digital identity specialist provides a solution to reduce the number of synchronisation pixels for websites and improve match rates for ad tech platforms to increase monetisation of audiences and inventory in programmatic advertising. Customers include more than 35 ad tech platforms, such as Adform, Smart and Eyeota reaching more than 2.5 billion devices per month around the world.


Burton brings 25 years of experience from companies including Rubicon Project, Microsoft, AOL, Dailymotion,, Blue Barracuda, Omniture (now Adobe) and AppNexus. At SpotX she helped grow the business across Europe. The company was fully acquired by RTL Group in 2017.


Mathieu Roche, co-founder and CEO of ID5 comments, “Joanna Burton brings a deep understanding of the ad tech landscape, both in Europe and America to our leadership team. Over the past twenty-five years she has advised several agencies, digital publishers, ad networks and ad tech platforms and helped grow the independent advertising technology industry. Her experience gained at digital publishers as well as Supply-Side Platforms has enabled her to understand the monetisation challenges publishers face and how these challenges can be addressed by ID5’s shared identity solutions. This knowledge and experience will reinforce the ID5 management team along with her drive, vision and expertise.”


Joanna Burton, Chief Strategy Officer of ID5, adds, “I am passionate about advertising technology, working with smart people to find innovative approaches to industry problems. ID5’s impressive growth across Europe is testament to the need for a workable identity solution to increase match rates, and thereby revenue, for media owners and ad tech platforms. The timing is significant as the industry is under increasing pressure from a regulatory and competitive standpoint. In addition, the company has put together an extraordinary team including Morwenna Beales from Rubicon Project and Adam Rowley from Oracle, led by Mathieu Roche with whom I worked in the past.”


The position will be on a part-time basis and Burton will also advise other companies including independent video company, JW Player and advertising software company, Beeswax.


ID5’s board of directors is composed of François Tison, Partner, and Alexandre Mordacq, Principal of 360 Capital Partners, as well as Pierre-Antoine Durgeat and Mathieu Roche, co-founders and Anthony Rhind, Chief Operating Officer at Beamly, a Coty-owned company.


About ID5

ID5 is the first shared identity infrastructure for digital advertising. User IDs are key to the monetisation of audiences and inventory in programmatic advertising. ID5 matches user IDs with publishers, data providers and technology platforms – DSPs, DMPs and SSPs - to enable efficient and privacy-compliant transfer of user-level data along the advertising value chain. Created in 2017 by seasoned ad tech professionals, ID5 services clients across Europe from offices in London and Paris. For more information about ID5 and cookie synchronisation, please visit:



Valbona Gjini

ID5 Technology Ltd

Marketing Director


Joanna Burton

ID5 Technology Limited

Chief Strategy Officer


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