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ID5
Privacy-first shared identity infrastructure for advertisers
- 21-100 employees
- B2B
- Marketing
- Privacy
- SaaS
- Advertising
- Identity
- Spitalfields, London, UK
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Company mission
ID5's mission is to improve online advertising for consumers, media owners, and advertisers through its privacy-first shared identity infrastructure, with the ultimate goal to help publishers grow sustainable revenue.
Our take
Digital marketers use cookies to identify their clients' users and personalize ads toward them, but the associated privacy issues are resulting in data giants such as Google proposing plans to ban them. This will significantly reduce the impact of digital marketing campaigns unless a new system for user identification arises.
ID5 provides identity infrastructure for digital marketing companies, taking a privacy-first approach by maximizing how first-party proprietary data is used, preventing reliance on cookies. The company has taken a shared approach to its privacy-first data infrastructure, enabling companies to exchange data to improve audience match rates, measure the value of the data, and facilitate people-based marketing strategies.
Despite competition in the privacy-first proprietary data market, ID5 stands out through its end-to-end user recognition and measurement toolset, helping companies not only identify their users but also measure their marketing impact on them. Furthermore, its shared infrastructural approach shows the potential to contribute toward a large-scale data ecosystem, as opposed to only benefitting companies on a granular level. Leading software companies, such as Microsoft, are taking interest in and partnering with ID5 due to these USPs.
Steph
Company Specialist at Welcome to the Jungle
Benefits
- Passionate Team - The ID5 team is composed of experienced adtech and martech professionals. We are passionate digital advertising experts who understand all the technicalities behind programmatic trading and who want to make a difference - as a team
- Agile Environment - The adtech and martech industries continue to evolve rapidly, requiring frequent changes to keep up. Identity is at the forefront of many of these changes today, and ID5 is leading the effort to create a better Identity solution for digital advertising. It will be a bumpy but highly enjoyable ride - buckle up!
- Growth Opportunities - With a small and agile team, you will be pushed to your limits and asked to take on more risks and responsibilities than you have before. As ID5 grows, you will learn and grow as a professional and an individual
- Equal Opportunities - We celebrate diversity and are passionate about creating an inclusive environment in which all employees can thrive
- Remote First Working - ID5 allows employees to work from different locations and time zones indefinitely. We equip our team with all the tools needed to perform their work remotely and we ensure that our team bonds and stays connected thanks to regular all-hands meetings and standups
- WeWork Membership - We also offer WeWork membership for those who prefer not to work from home and allow individuals to move across different WeWork locations
Company values
- Leading The Way - We are Identity domain experts with a commitment to privacy compliance. We are knowledge leaders who share to elevate the domain for all. We strive to innovate to support the continuation of the advertising-funded open web
- Demand Excellence - We create a learning culture to support expertise, ambition, and our goal of continuous innovation. We are collaborative and non-hierarchical. We bring ideas forward and give permission for failure. We welcome diversity in order to maximize openness to new thinking
- Goal-driven - We trust each other to get things done or ask for help. We are adaptable and outcome-driven, not process constrained. We encourage feedback to catch issues early and ask for support for continuous innovation/improvement
- Focus on Success - We deliver commercial goals while driving towards the ID5 vision. We are client-centered and we value commercial mindedness. We aim to become an infrastructure for our partners to build on top of
- Building a Legacy - We want to make the ‘open web’ commercially viable. We are making identity interoperable. We innovate through open communication within ID5 and the wider industry
Funding (last 2 of 3 rounds)
Apr 2024
$20m
SERIES B
Mar 2021
$6m
SERIES A
Total funding: $27.1m
Leadership
Mathieu Roche
(CEO)Experience as Managing Director of HI-MEDIA UK. Global Business Development Director for WEBORAMA from 2006 to 2017.
Scott Menzer
(Senior Vice President of Customer Operations & Product)Experience as Senior Consultant of IBM from 2007 to 2010. Director of Product Management for AppNexus from 2010 to 2018.
Experience as Founder and Partner of NovaCodex from 2009 to 2013. CEO & Founder of ADventori since 2008.