ID5 introduces a ‘series A’ funding round of $6 million. Alliance Entreprendre and Progress Ventures join existing lead investor 360 Capital Partners to support ID5 in growing its privacy first identification service for the benefit of the whole digital advertising ecosystem.
“Rebuilding user identification with a privacy first approach is a necessary step for the digital advertising ecosystem. As a partner of ID5, we are supportive of their efforts to lead the change for the industry,” said Kristina Prokop, CEO and Co-founder at Eyeota.
ID5 says to use the funds to expand its operations globally, focusing on the US market. The company claims to invest in its technology infrastructure, further develop its products and grow its team.
“The advertising industry is facing a pivotal moment as we look toward a cookie less future. At MediaMath, we are hyper focused on advocating for the right solutions that will work for consumers and the industry at large. Industry investment in solutions like ID5’s that provide a privacy safe open web version of Google’s privacy sandbox underscores the importance of a strong ecosystem and advances our vision for a cookie less Identity marketplace and powering an accountable, addressable and aligned digital media supply chain,” noted Joe Zawadzki, founder and Chief Executive Officer at MediaMath.
“PubMatic is committed to building a sustainable addressable advertising ecosystem that drives superior monetization for publishers and increased ROI for advertisers,” said Andrew Baron, Senior Vice President, Marketplace & Identity at PubMatic adding, “By partnering with ID5 and enabling their ID through our Identity Hub solution, we are able to drive innovation and opportunity on the open internet. Our publishers can take advantage of ID5’s unique deterministic and probabilistic methods to achieve scale and accuracy.”
Mathieu Roche, co-founder and CEO of ID5 stated, “Closing this round now, in the wake of recent announcements by Google and Apple, is a strong signal sent to the market that there are alternatives to the Walled Gardens. We have seen tremendous adoption of Universal ID, our cookie less identification service, by publishers and ad tech platforms. The backing of leading US and European investors gives us further means to achieve our ambition to become the global ID infrastructure powering digital advertising.“
“The identity space has grown significantly since Google announced the deprecation of third party cookies in Chrome. 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 their ID. We are excited to support their next stage of growth and their vision of the digital future, particularly as they increase their focus on the US market,” commented Adriaan Zur Muhlen, Managing Partner, Progress Ventures.
Antoine Bodet, Executive Director at Alliance Entreprendre said, “We have invested in ID5 because of their first mover advantage, combined with a clear long term vision carried by an experienced team of ad tech specialists. ID5’s European roots and strong connections with media owners has enabled the company to better understand users’ and publishers’ needs. They have built an inclusive offering that benefits all types of publishers, as well as their monetization partners, in their efforts to stay competitive in a marketplace dominated by tech giants.”
“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 adding, “The ID5 team has done an amazing job creating and scaling a strong replacement solution for cookies and MAIDs, their time-to-market has been perfect and we are confident they can support the industry in this critical transition.”
