Loading organizations...
ID5 is an adaptive identity provider for digital advertising, headquartered in London, United Kingdom. The company develops a scalable identity framework that transforms fragmented data signals, enabling brands and publishers to identify and engage audiences across channels while maintaining privacy compliance in a cookieless environment. With 45 employees and $9.5 million in annual revenue, ID5 secured a $20 million Series B funding round, one of the largest investments in the identity space at the time. Key investors include TransUnion, S4S Ventures, Progress Ventures, Seventure Partners, and 360 Capital Partners. ID5 recently acquired TrueData to enhance its global identity solution. The organization was founded in 2017; specific founder names are not publicly available. Reported scale details include 45 employees, $9.5 million in annual revenue, $20 million Series B funding round announced.
ID5 has raised $21.0M across 2 funding rounds.
ID5 has raised $21.0M in total across 2 funding rounds.
ID5 has raised $21.0M across 2 funding rounds. Most recently, it raised $20.0M Series B in April 2024.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Apr 1, 2024 | $20M Series B | — | Baird Capital, Bdmi Bertelsmann Digital Media Investments, Origin Ventures, S4S Ventures, Jack Boren, 360 Capital Partners, Axio, Math Capital, Progress Ventures, Seventure Partners, Michael Schoen | Announced |
| Mar 1, 2018 | $1M Seed | — | 360 Capital Partners, Aperiamventures, Math Capital, Partech Ventures, Serena Capital, UpHonest Capital | Announced |
ID5 has raised $21.0M in total across 2 funding rounds.
ID5's investors include Baird Capital, BDMI - Bertelsmann Digital Media Investments, Origin Ventures, S4S Ventures, Jack Boren, 360 Capital Partners, Axio, MathCapital, Progress Ventures, Seventure Partners, Michael Schoen, AperiamVentures.
ID5 is a technology company that provides adaptive identity solutions for digital advertising, enabling addressability and measurement without third-party cookies while prioritizing privacy protection.[1][2][3] Its core product, the ID5 ID, is a universal identifier leveraging hashed emails, URLs, IP addresses, and machine learning to recognize users across devices and channels, serving publishers, advertisers, adtech platforms, and media buyers globally.[1][2][4] With $20 million in Series B funding and a 2025 acquisition of TrueData to expand in the U.S., ID5 demonstrates strong growth momentum amid the cookieless shift, reporting $9.5 million in revenue and partnerships with firms like Adobe, OpenX, and Adform.[2][3][4]
ID5 was founded in 2017 in London, UK, by co-founders Mathieu Roche and Pierre-Antoine Durgeat, both seasoned adtech professionals who believed the digital advertising ecosystem needed smarter, privacy-safe identity technology to deliver better ROI without eroding user trust.[2][5][6] Incorporated as ID5 Technology Limited on April 21, 2017, the company assembled a team of adtech experts and secured backing from investors like Progress Ventures, Seventure Partners, 360 Capital Partners, Axio, Aperiam Ventures, TransUnion, and S4S Ventures.[2][3][6] Early traction came from addressing signal loss and fragmentation, with pivotal growth via the ID5 ID launch and the landmark $20 million Series B in 2023—the largest in the identity space—followed by the 2025 TrueData acquisition to bolster U.S. operations and tech capabilities.[2][3]
ID5 stands out in the crowded identity space through privacy-by-design tech and ecosystem-wide scalability:
| Competitor | Key Focus | ID5 Edge |
|---|---|---|
| Captify | Search intelligence, cookie-free targeting[1] | Broader omnichannel ID vs. search-specific |
| Throtle/Zeotap | CDPs, universal IDs for marketing[1] | Stronger adtech privacy/adaptivity, recent U.S. expansion[2] |
ID5 rides the cookieless advertising wave, capitalizing on third-party cookie phaseouts (e.g., Chrome by 2025) and regulations like GDPR/CCPA that demand privacy-safe addressability amid signal loss from walled gardens.[1][2][3] Timing is ideal as AI-driven personalization surges, but fragmentation hampers efficiency—ID5's adaptive framework counters this, boosting ROI for the $600B+ digital ad market by enabling consented, cross-device targeting.[2][4] It influences the ecosystem by setting standards for collaboration (e.g., ID Fusion with Adform), helping publishers monetize inventory and advertisers measure campaigns, thus sustaining open-web growth against platform dominance.[4][7]
ID5 is poised to dominate as the go-to identity layer in an AI-accelerated, privacy-first ad world, with U.S. expansion via TrueData and fresh funding fueling product evolution like enhanced ID Graphs.[2] Trends like stricter regs (e.g., post-2025 global enforcement) and clean-room tech will amplify demand, potentially scaling revenue beyond $9.5M through deeper integrations.[3] Its influence may grow via more acquisitions and standards leadership, solidifying its role in a balanced digital economy—proving that smarter identity unlocks sustainable ad innovation from day one.[2][4]
