The Guardian partners with ID5 to boost addressability and deepen audience insights
The collaboration enables The Guardian to deliver better ad experiences for its readers and greater impact for marketers
15 June 2025
The Guardian Partners with ID5
The Guardian's partnership with ID5 reflects their 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.
As Sara Badler, Chief Advertising Officer, North America, the Guardian explains, “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. 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.”
We caught up with Sara at Cannes Lions 2025. Watch the video below to learn more about how they see the future of identity evolving and how they are trying to better understand their audiences as part of the broader strategy to drive revenue:
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