"We are looking forward to bringing people-based addressability across web, mobile apps and CTV environments. Through our partnership with ID5, we are able to offer significantly higher reach and user addressability for buyers across all channels delivering superior monetisation capabilities to our publishers. This capability will be crucial as adoption grows for alternatives to the third-party cookie within the digital advertising ecosystem."

"As an industry, we need to improve our identification capabilities. ID5 has come up with a strong solution that aligns the interests of all stakeholders. We are committed to supporting their efforts in building a shared identification infrastructure that we can all leverage to make programmatic work better."

"Our global integration with ID5’s Universal ID enables us to better support the cookieless digital advertising ecosystem by remaining ID agnostic while also ensuring the continued delivery of addressable audience profiles at scale for brands and advertisers."

"Identifying users in a scalable, efficient and privacy compliant way is a key challenge for Ad Tech. We believe that there is value in a neutral party like ID5 building an independent user identification infrastructure."