ID5

Name: ID5
Brand: ID5

Adaptive Identity for Omnichannel Advertising

Est 2017|Valuation $48.4M|Raised $42.3M|63 Ref Customers

LinkedIn 39K|Web traffic 7K|FTEs 82|HQ London, England, GB

MarketsIdentity Resolution

01Competitive Landscape

Narrative analysis

ID5 vs LiveRamp - LiveRamp is often chosen where buyers prioritize data collaboration, onboarding, and large-scale enterprise integrations. ID5 may be selected where buyers prioritize an identity layer focused on programmatic flows and publisher-centric addressability. ID5 vs UID2 - UID2 uses hashed/encrypted tokens derived from PII and is oriented to authenticated environments. ID5’s approach is oriented toward unauthenticated traffic by using pseudonymous identifiers sourced from a set of signals; buyers should validate performance in their geographies and consent regimes. Lotame and other identity/data players - Lotame and similar providers offer combined identity and data solutions and may be integrated into agency or publisher stacks differently from ID5.

Adoption trends

ID5 cites bidstream datasets to describe the presence of alternative identifiers in cookieless bid requests and reports deployment growth in recent periods. Because these observations are provided or highlighted by the vendor, buyers should corroborate with independent measurement or their SSP/DSP logs.

	ID5	LiveRamp	Unified ID 2.0 (The Trade Desk / UID2)
Starting Price	Not publicly posted (custom)	Not publicly posted; typically enterprise contracts	Open framework; implementation and partner costs vary
Typical Use Case	Publishers/SSPs/DSPs seeking an identity layer usable in programmatic flows and identity graph connectivity for programmatic addressability	Data onboarding, data collaboration, and enterprise data connectivity	Participants leveraging deterministic, PII-derived identifiers (email/phone) with governance and operational requirements
Key Differentiator	Prebid integration and bidstream-ready identifier support	Broad data collaboration ecosystem and enterprise integrations	Deterministic tokens derived from authenticated identifiers, open framework
Key Limitations	Limited independent public review volume; potential integration complexity; pricing opacity	Can require enterprise-level commitment; may be complex for smaller publishers	Requires PII-derived identifiers and governance; not always suitable for unauthenticated traffic

01Competitive Landscape

Narrative analysis

ID5 vs LiveRamp

LiveRamp is often chosen where buyers prioritize data collaboration, onboarding, and large-scale enterprise integrations. ID5 may be selected where buyers prioritize an identity layer focused on programmatic flows and publisher-centric addressability.

ID5 vs UID2

UID2 uses hashed/encrypted tokens derived from PII and is oriented to authenticated environments. ID5’s approach is oriented toward unauthenticated traffic by using pseudonymous identifiers sourced from a set of signals; buyers should validate performance in their geographies and consent regimes.

Lotame and other identity/data players

Lotame and similar providers offer combined identity and data solutions and may be integrated into agency or publisher stacks differently from ID5.

Adoption trends

ID5 cites bidstream datasets to describe the presence of alternative identifiers in cookieless bid requests and reports deployment growth in recent periods. Because these observations are provided or highlighted by the vendor, buyers should corroborate with independent measurement or their SSP/DSP logs.

	ID5	LiveRamp	Unified ID 2.0 (The Trade Desk / UID2)
Starting Price	Not publicly posted (custom)	Not publicly posted; typically enterprise contracts	Open framework; implementation and partner costs vary
Typical Use Case	Publishers/SSPs/DSPs seeking an identity layer usable in programmatic flows and identity graph connectivity for programmatic addressability	Data onboarding, data collaboration, and enterprise data connectivity	Participants leveraging deterministic, PII-derived identifiers (email/phone) with governance and operational requirements
Key Differentiator	Prebid integration and bidstream-ready identifier support	Broad data collaboration ecosystem and enterprise integrations	Deterministic tokens derived from authenticated identifiers, open framework
Key Limitations	Limited independent public review volume; potential integration complexity; pricing opacity	Can require enterprise-level commitment; may be complex for smaller publishers	Requires PII-derived identifiers and governance; not always suitable for unauthenticated traffic