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ID5 provides the advertising ecosystem with a transparent, scalable and privacy-compliant identity infrastructure. Its solution improves user recognition and match rates and provides 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 maximize the value of data and inventory for their customers.


Solution rating: 

Publisher client side and server side integrations that power the use of deterministic signals and probabalistic algorithms to generate cross domain and cross device graphs, allowing consented users to be addressed across all digital advertising environments.

How it works

First party identifiers are generated processing signals provided by publishers, and reconciled across domains and devices using combination of probabalistic algorithms and deterministic signals.

Publisher input

Publishers can deploy the ID5 ID across their consented user base using multiple mechanisms: Prebid User ID submodule, a direct client side or server side integration with ID5, Pubmatic Identity Hub and Amazon APS. Once deployed, the ID5 ID is available for the rest of the digital ad supply chain to retrieve via an API, server side integration with ID5 as well as in the bid stream


Worked on the publisher side but found no real change.

No tangible upside.