London-based ID5, an identity provider in digital advertising, announced that it has secured $20M (approximately €18.42M) in a Series B round of funding. This investment is the largest to date in the identity space.
TransUnion and S4S Ventures have joined existing investors Progress Ventures, Seventure Partners, 360 Capital Partners, Axio, and Aperiam Ventures to help ID5’s expansion of its privacy-first advertising identity service.
Sanja Partalo, co-founder and Managing Partner of S4S Ventures, and Michael Schoen, EVP and head of TruAudience marketing solutions at TransUnion, have been appointed to the ID5 board of directors, further enhancing the company’s strategic leadership.
Sir Martin Sorell, Executive Chairman at S4 Capital Group and co-founder of S4S Ventures, says, “The data landscape has shifted hugely with the slow death of cookies, and ID5 has emerged from the disruption with a winning formula to enable brands to amplify the value of their data.”
“The company has demonstrated that its innovative technology allows advertising to be targeted while respecting customer privacy and preferences. It draws on European roots and GDPR experience to offer a more sophisticated approach to data privacy, while helping brands get maximum return on their advertising investments.”
Building a neutral and privacy-first universal ID for digital advertising
Founded in 2017 by Mathieu Roche and Pierre-Antoine Durgeat, ID5 focuses on providing safe and scalable advertising technology while prioritising data protection.
The technology empowers media owners to monetise their audiences more effectively, enables advertisers to run measurable campaigns with efficiency, and allows platforms to maximise the value of their data and inventory for their customers.
According to the company, ID5’s identification service has been adopted by publishers, advertisers, and ad tech platforms like Havas Media, New York Post, M6 Publicité, Adobe Advertising Platform, OpenX, and Eyeota.
Currently, ID5 claims to support nearly 50 per cent of online advertising transactions.
Mathieu Roche, ID5’s CEO and co-founder, says, “ID5 has been receiving unprecedented levels of support from investors and interest from partners.”
“This investment from strategic players such as TransUnion and S4S Ventures, in such a pivotal year for our industry, further strengthens our position as the leading identity solution and demonstrates trust in our ability to provide our partners with best in class technology to support addressable and measurable advertising.”
ID5 says it aims to remain committed to innovating and advancing its mission to facilitate addressable and measurable advertising across all channels, supporting the entire advertising ecosystem.
Investors supporting ID5
S4S Ventures is a VC firm investing in early-stage companies transforming the Marketing and Advertising sector through digital innovation. It focuses on Martech, Adtech, Data Technology, Creative Technology, and Emerging Digital Media/Content, supporting startups with strategic guidance and resources for success.
TransUnion, a global information and insights company, aims to foster trust and accuracy in the marketplace. With a focus on providing a complete view of consumers via solutions in credit, marketing, fraud prevention, risk assessment, and advanced analytics, TransUnion empowers transactions and economic opportunities worldwide.
The firm’s mission, Information for Good, drives positive outcomes and personal empowerment for millions of individuals and businesses globally.
Speaking about the investment in ID5, Michael Schoen, EVP and Head of TruAudience Marketing Solutions at TransUnion, says, “ID5’s identifier, integrated with TransUnion’s identity and addressability solution, is a powerful combination for reaching authenticated and unauthenticated audiences and provides marketers with a much-needed solution in the post-cookie world for effective activation and measurement.”
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