Future-proofed identification for Digital Advertising

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Improve monetization and user experience in a privacy-compliant way

User identification is foundational to monetising inventory and data, but cookie-based IDs and Mobile Ad IDs are inefficient, increase the risk of data leakage, and make privacy compliance difficult. IdentityCloud offers publishers a privacy-first solution enabling them to receive and share first-party user IDs with their monetization partners.

With IdentityCloud, Publishers can:

  • Identify authenticated and unauthenticated users in all digital advertising environments to increase monetization with the ID5 ID
  • Ensure compliance with data privacy regulations thanks to ID5’s privacy-by-design technology
  • Prevent data leakage by permissioning user IDs to authorized partners only


Achieve 100% match rates in all digital advertising environments and maximize the value of publishers' inventory

Identifiable users yield 3x to 4x higher CPMs than unidentifiable ones. Growing regulatory pressure alongside increasing browser and operating system restrictions are making the identification process more challenging. Supply Side Platforms need to leverage efficient and privacy-compliant identity solutions to maximize the addressability and the value of their clients’ inventory.

With IdentityCloud, SSPs can:

  • Send more identifiable bid requests to buyers thanks to the ID5 ID, increasing bid density and therefore CPMs and overall publisher revenue
  • Deliver strategic value to publishers by supporting their transition to the cookieless future
  • Reduce operational costs with the Partner Graph and outsource identity infrastructure to a specialized solution provider

Data Platforms

Improve connections with activation platforms to maximize the availability of audiences and increase revenue

Data is the fuel of advertising campaigns. The ability to activate audiences is dependent on match rates and the availability of cookies and MAIDs. IdentityCloud helps DMPs and Data Providers maximize user recognition to make first and third-party data available to brands at scale across all digital advertising environments.

With IdentityCloud, Data Platforms can:

  • Improve user identification with the Partner Graph and maximize the availability of first and third-party data in activation platforms such as Ad Servers, SSPs and DSPs
  • Future-proof their business with the ID5 ID by enabling clients to activate audiences in cookieless environments
  • Improve efficiency and privacy compliance by outsourcing identity infrastructure to a specialized solution provider


Get exposure to more addressable inventory and improve campaign performance while reducing bandwidth and infrastructure costs

To be competitive and attract more clients, DSPs need to deliver high performing campaigns and offer access to the best data and inventory sources. Restrictions on user identification and low match rates negatively impact campaign performance and data activation. IdentityCloud provides DSPs with an efficient, cross-platform user identification solution that removes complexity and improves campaign performance and privacy compliance.

With IdentityCloud, DSPs can:

  • Bid on more impressions, track conversion attribution to ultimately improve bidding strategies and campaign performance in all digital advertising environments with the ID5 ID
  • Enable clients to reach and engage with more consumers effectively across devices and to generate better ROI from their campaigns with the Cross-device Graph
  • Reduce privacy compliance risks and infrastructure costs by outsourcing identity to a specialized solution provider


Increase addressability, optimize and measure campaign performance in all digital advertising environments (web, mobile, CTV)

The deprecation of third-party cookies is an opportunity to build a more efficient and privacy-safe identification infrastructure that works for the entire advertising ecosystem and ultimately for consumers. IdentityCloud enables advertisers to reach their audience efficiently at scale as well as optimize and measure campaign performance without increasing dependency on dominant players.

With IdentityCloud, Advertisers can:

  • Address more users across devices with the Cross-device Graph and support premium publishers, thus reducing reliance on dominant media platforms
  • Leverage the ID5 ID to apply key campaign strategies like frequency capping, measurement and attribution in cookieless environments today, and get ready to transition to the post-cookie world
  • Ensure that consumers' privacy preferences are respected and enforced in the advertising value chain