ID5 was created to improve online advertising for consumers, media owners and technology providers. Technical innovation - digital in particular - has fueled global economic growth for years, created millions of jobs and enabled access to knowledge and entertainment like never before. Media owners have played a pivotal role in modern democratic societies, and have relied on advertising to fund investigative journalism and ensure governments were held accountable. Meanwhile, consumers have benefited from technical innovation and access to quality content and services at scale. ID5's ambition is to provide premium media owners and independent technology providers with a transparent, scalable, privacy compliant advertising identity solution to help them fight back against these platforms.
“As any practitioner in the programmatic advertising space knows cookie mapping exhibits diminishing returns: It is much harder to go from a mapping rate of 80% to 90% than it is to go from 60% to 80%. What we learned using ID5 was that it can be more efficient to use an external partner to give you those last, elusive percentage points rather than fighting the law of diminishing returns.”
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