Future-Proofing Addressability: ID5 Integrates with Unity Exchange

As identity and addressability continue to evolve, maintaining a clear view of the consumer journey remains a major challenge for programmatic buyers. Our partnership with Unity aims to solve this challenge by bringing interoperable addressability across the Unity Exchange.

This integration is a major step in our mission to extend the reach of adaptive identity, ensuring that mobile gaming is no longer a silo but a fully integrated component of a consistent omnichannel strategy. By leveraging the ID5 ID, advertisers can now reach high-value gaming audiences with the precision required for sophisticated omnichannel campaigns.

For too long, the lack of consistent signals has forced advertisers to treat gaming as a separate silo. ID5 changes that by providing a universal, encrypted identifier that bridges the gap between fragmented mobile environments and the rest of the digital world. 

By making our ID available across the Unity Exchange, we are giving brands a way to:

“Gaming has become a core component of the modern media mix, and it requires the same level of sophisticated addressability as any other channel. Our partnership with Unity is a practical step in extending ID5’s adaptive identity framework to this growing environment. By working together, we’re helping to ensure that omnichannel advertising remains consistent and effective,” said Mathieu Roche, Co-Founder & CEO at ID5.

Consumer attention is increasingly fragmented across TV, mobile, and multi-screen experiences. As identity standards evolve, mobile gaming has become a critical media channel because gamers are an attentive, leaned-in audience in a medium resilient to AI-driven consumer changes.

Enabling addressability in mobile gaming is essential for moving it from a siloed, niche investment to a permanent, integrated fixture of the marketing media mix.

"Our goal is to remove the friction between identity, audience, and activation. Mobile in-app should have the same addressability and measurement opportunities as web or CTV at this point, and ID5 helps us get one step closer across the globe," said Chris Feo, SVP, Programmatic at Unity. "By supporting ID5, we are enabling a more transparent and efficient marketplace where brands can buy mobile gaming inventory with the same confidence and clarity they have on the most advanced web and CTV platforms.”

The ID5 integration is now live across the Unity Exchange. Advertisers can immediately begin leveraging ID5-enabled signals to power their programmatic mobile gaming buys across North America, LATAM, UK/EMEA, and APAC.