Solving the issues of privacy and user identification within digital advertising
ID5 IdentityCloud solves the complexity of identification in digital advertising by offering privacy-first user recognition and measurement capabilities. IdentityCloud enables publishers, brands and technology platforms to operate more efficiently and to better monetize their assets in all digital advertising environments.
Leverage IdentityCloud to:
Address 100% of users and apply key campaign strategies
Ensure users’ privacy choices are respected throughout the advertising value chain
Receive match tables for key partners to improve match rates
Connect ID5 IDs across devices to enable people-based marketing strategies
Onboard and connect emails to ID5 IDs and/or proprietary user IDs
Track advertising events across all environments
ID5 IdentityCloud simplifies user identification by enabling three core capabilities:
Exchange
Send signals, platform user IDs and receive an ID5 ID, connected partner IDs to improve user identification and match rates
Activate
Leverage the ID5 ID and connected IDs to recognize more users in a privacy compliant way
Measure
Measure the value that IdentityCloud provides by leveraging its analytics components
A Comprehensive Suite of Services
IdentityCloud includes a partner graph and a cross-device graph, both enriched by the first-party encrypted ID5 ID
The ID5 ID
The ID5 ID is a next-generation universal identifier that publishers, advertisers and ad tech platforms can use to recognise users and deliver campaign objectives across different types of devices without relying on traditional identification methods (e.g. third-party cookies and MAIDs).
By leveraging a variety of signals such as hashed email addresses, page URL, IP addresses, timestamps etc., as well as a machine learning algorithm, the ID5 ID improves addressability without compromising privacy and data protection.
The ID5 ID is built on top of privacy-by-design and encryption mechanisms, ensuring that users' privacy preferences are respected and enforced in the advertising value chain.
How it works
ID5 enables publishers and advertisers to create and distribute its universal first-party identifier to the entire ecosystem. Advertisers and publishers share the encrypted identifier with their authorized ad tech partners, who can decrypt it to enable user recognition, improve campaign delivery, measure performance, aggregate data and build segments.
The ID5 ID can be ingested via a direct integration with ID5’s API or via ID5’s distribution partners, including Prebid and Amazon APS.
Brand Side
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Publisher Side
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Partner Graph
ID5's Partner Graph is a centralized graph containing information on how ID5 IDs map to other platforms' cookie-based user IDs and how these different platform user IDs map to each other. By leveraging the ID5 Partner Graph, technology platforms can operate efficiently in cookie-based browsers, while preparing for the post-cookie era, and improve match rates with partners, maximizing advertising results.
cross-device graph
ID5's Cross-device Graph is a privacy-first solution enabling brands and publishers to deploy people-based marketing strategies across devices. It helps brands, ad tech platforms and large publishers to connect different signals (Cookies, MAIDs, CTV ids, etc) to the same individual and/or household. The Cross-device Graph covers all major European countries. Rather than relying on bidstream data to build its cross-device graph, ID5 leverages its direct relationship with publishers to capture consent signals and provide a high quality, privacy-compliant graph.