Introducing Adaptive Identity: A Smarter Approach to Addressability for a Connected World

In a fast-changing world, identity can’t stay still.

Digital behavior has become fluid—people move across apps, browsers, and platforms, leaving behind fragmented signals that are increasingly difficult to unify. As complexity grows, identity systems need to adapt.

At ID5, we’ve spent the last few years building the infrastructure to help our partners navigate this shift. Today, we’re proud to unveil the evolution of our brand, including a new brand identity that better reflects who we are, what we deliver, and where we’re headed.

We’ve grown a lot as a company since we first launched in 2017. We’ve expanded our product suite, evolved our partnerships, and deepened our role in the ecosystem. Through that journey, our mission hasn’t changed, but how we represent ourselves needed to.

It may sound ironic for an identity company to refresh its own identity. But if there is one thing we understand better than anyone, it’s that identity isn’t static. The refreshed brand is a reflection of our maturity. It’s not a reinvention, it’s a natural evolution, built on what’s always made ID5 valuable to our partners: focus, trust, and adaptability. 

Navigating Complexity with Adaptive Identity

Advertising today is complex. Devices don’t talk to each other. Signals are siloed. Privacy requirements shift faster than ever and vary based on regions, countries and sometimes states. And static identity solutions, those that rely on fixed logic and a narrow set of identifiers, like third-party cookies or even hashed emails, fall short in today’s dynamic landscape.

This is the reality that the industry and our partners face. And it’s why we’ve built something smarter: Adaptive Identity.

Adaptive Identity is ID5’s proprietary technology, designed to solve identity challenges at scale in a fragmented ecosystem. At its core is machine learning, which allows us to move beyond rigid rules and one-size-fits-all approaches. Instead of relying on static logics, Adaptive Identity continuously learns from behavioural patterns, environments, and outcomes, making identity resolution smarter, more accurate, and more resilient over time.

This intelligence and versatility allow Adaptive Identity to turn disjointed signals into scalable, privacy-conscious connections across channels, across devices, and across the ecosystem.

Alongside Adaptive Identity, we’re also introducing a refreshed visual identity that better reflects the company we’ve become.

The new logo is simpler, bolder, and more confident. The five-dot symbol, now cleaner and more cohesive, still nods to our name and the idea of connection, but in a way that feels modern and instantly recognizable.

Our color palette has also evolved. The tones are richer and more vibrant, giving us more flexibility across platforms while creating a stronger visual presence. These updates aren’t just aesthetic, they’re purposeful. They support how we show up today with clarity, consistency, and confidence.

The full design system is clean, minimal, and dynamic. It’s built to scale across every touchpoint, from our website to our product to the decks we share with our partners. More importantly, it’s built to represent who we really are, an established, trusted company with a sharp focus and a clear point of view.

As an organization, we’ve matured. We know what we stand for and the value we bring. This new identity helps us communicate that, visually and verbally, with the clarity and simplicity that today’s ecosystem demands.

While our brand has evolved, our commitments remain the same.

We’re still focused on building strong, future-ready identity solutions that benefit the entire ecosystem, from publishers to brands and their technology partners. Our commitment to privacy remains at the core of everything we do, ensuring that our solutions respect user choices and comply with global regulations.

We continue to champion collaboration over walled gardens, interoperability over lock-in, and long-term value over short-term fixes. We believe that identity is a foundation for efficient advertising and that it should serve every stakeholder. We are here to make that happen, together.