The collaboration enables The Guardian to deliver better ad experiences for its readers and greater impact for marketers
The Guardian today announced a global partnership with ID5, the market-leading identity provider, designed to improve audience addressability and deliver more impactful advertising opportunities across its digital properties. The collaboration enables the Guardian to recognize audiences in cookie-restricted environments, providing more consistent and effective campaign performance for advertisers while maintaining a high-quality ad experience for its audiences.
ID5’s solution is trusted by hundreds of thousands of media properties across the web and other channels, thanks to its ability to balance audience recognition at scale with privacy protection technology. By partnering with ID5, the Guardian joins a growing list of premium publishers including CNN, EuroNews, and Future Today investing in identity solutions built to serve their interests and those of their global audience.
“Adding ID5's identity layer to our tech stack will help us to better understand our readers, which means more strategic collaboration with our ad partners,” said Sara Badler, chief advertising officer, North America, the Guardian. “Our readers are an influential audience who have a deep affinity with our global brand. It is important to us to ensure an exceptional ad experience for them and deliver more meaningful and relevant opportunities for advertisers and marketers.”
The partnership reflects the Guardian’s commitment to a long-term identity strategy that moves beyond obsolete signals such as third-party cookies to support more resilient and effective advertising revenue.
“The Guardian is a global leader in progressive, transparent publishing, and we’re proud to support their identity strategy,” said Morwenna Beales, VP, publisher development, ID5. “This partnership reflects the evolution of digital identity toward a sustainable, privacy-first model that empowers publishers to take control of their audience relationships and future-proof their monetization strategies.”
This marks the first step in the Guardian’s broader identity journey, as it explores additional use cases that respect readers’ privacy while improving engagement and advertiser outcomes.
Index Exchange, one of the largest independent ad exchanges in the world, is partnering with ID5 to allow advertisers and publishers to reach audiences across web, mobile, CTV, and audio environments.
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