ID5, an independent universal identifier solution for ad-tech platforms and premium publishers, has raised £4.3 million ($6 million) in ‘series A’ funding.
Alliance Entreprendre and Progress Ventures have joined existing lead investor, 360 Capital Partners to support London-based ID5 in growing its technology infrastructure, developing products and expanding operations into the US.
Since its launch in 2017, ID5 has been working towards the creation of an efficient identification infrastructure that supports media owners and respects users’ privacy choices.
The technology has been adopted by hundreds of publishers and ad-tech platforms globally, enabling ID5 to boost its global reach to over 600 million consumers daily and increase the value of its cookie-less Universal ID service.
“The identity space has grown significantly since Google announced the deprecation of third-party cookies in Chrome,” said Adriaan Zur Muhlen, managing partner, Progress Ventures. “Many companies have jumped on the opportunity to create a cookie-less identifier, but ID5 has a significant head-start.
“The company has already spent three years educating the industry on the importance of creating a privacy-first identification system and has built a strong network of publishers and ad-tech platforms leveraging its ID. We are excited to support its next stage of growth, and its vision of the digital future, particularly as it increases its focus on the US market.”
ID5, headed up by CEO and co-founder, Mathieu Roche (pictured) provides the advertising ecosystem with a transparent, scalable and privacy-compliant identity infrastructure.
The company’s 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.
“We are happy to continue to support ID5’s effort to solve one of the biggest challenges that digital advertising has ever faced,” said François Tison, general partner, 360 Capital Partners. “The ID5 team has done an amazing job creating and scaling a strong replacement solution for cookies and MAIDs. Its time-to-market has been perfect, and we are confident it can support the industry in this critical transition.”
