Today, Cloud Technologies announced that it has acquired TrueData’s third-party audience business, along with the TrueData brand. The audience business will keep operating under the TrueData brand in the North American markets as a wholly owned subsidiary of Cloud Technologies.
As announced last year, ID5 acquired the company formerly known as TrueData to accelerate our growth in the US. The acquisition brought deep US market expertise and a talented team, strengthening ID5's position as the leading independent identity resolution provider in digital advertising.
Alongside its identity business, TrueData also operated a third-party audience data business; this is the part of the company, together with the brand, that Cloud Technologies has acquired.
Operating in the audience market has never been part of ID5's strategy. As an independent identity provider, our role is to be a neutral foundation the whole ecosystem can build on. That role only works if we have no stake in the outcome: no audiences to sell, no media to buy, and no incentive to put our own interests ahead of theirs.
The divestiture allows ID5 to focus its resources where they matter most: creating effective identity resolution that enables greater reach and stronger measurement across every channel, for every partner that relies on us.
We wish the Cloud Technologies team every success as they take TrueData’s third-party audience business forward.