ID5 releases its Universal ID solution via Prebid

Mathieu Roche

Mathieu Roche

London – 10 July, 2019. ID5, the independent identity solution for digital advertising, announced that its Universal ID is now available in Prebid.js to publishers and ad tech platforms globally. Publishers can retrieve the ID5 ID, store it on a 1st party cookie and pass it to their demand partners via a simple on-page configuration. Bid adapters in Prebid can listen to the ID5 ID and send it to their RTB demand partners on 100% of impressions.

The integration brings many benefits to both publishers and ad tech platforms. The ID5 Universal ID allows publishers to increase their monetisation capabilities by enabling buyers to identify 100% of users even in environments where 3rd party cookies are blocked. Publishers and ad tech platforms can also move to Prebid Server without worrying about revenue loss due to low match rates with demand partners. Finally, by using the ID5 Universal ID, the ecosystem will reduce reliance on cookie matching and therefore reduce page latency, data leakage and privacy compliance risks.

Since Prebid announced the availability of the ID5 adapter in its 2.21.0 release, ID5 has received more than 20 inbound registration requests. The ID5 Universal ID is particularly attractive for the market because, since the company is fully focused on providing identification capabilities for digital advertising, this solution is truly neutral which eliminates conflicts of interest and guarantees massive adoption of the service. Moreover, ID5 has a large footprint (over 2.5 billion ID5 IDs are active every month) and is already integrated with more than 45 ad tech platforms including Adform, AppNexus, Avocet, Beeswax, Eyeota, JustPremium, Mediamath, Platform161, Semasio and Smart, which will also facilitate the adoption of the ID5 Universal ID by the industry.

“The launch of Universal ID is a major step forward for ID5” says Mathieu Roche [pictured], ID5’s co-founder & CEO. “Universal ID has been on our roadmap since we started the company almost 2 years ago, but there is a lot of inertia around this topic so we wanted to have scale before launching the service. We can now leverage our relationships with some of the world’s largest ad tech platforms and premium publishers to propose a solution that is scalable from day 1. This gives us a real shot at becoming the standard our industry so desperately needs to compete against Google and Facebook.” More...