The digital advertising industry continues to seek robust, privacy-compliant identity solutions as third-party cookies are phased out. In a significant move to address this need, ID5, the market-leading identity provider, has announced the acquisition of TrueData, a top-tier US-based identity graph company. This acquisition combines ID5's global alternative ID and GDPR-compliant graph with TrueData's US-focused identity graph and expertise. The merger creates a comprehensive, privacy-first identity powerhouse designed to deliver enhanced recognition, activation, and measurement across channels for partners worldwide, while significantly strengthening ID5's presence in the crucial US market.
ID5, a leading identity provider, has acquired TrueData.
The deal combines ID5's global graph with TrueData's US identity graph.
It strengthens ID5's US market presence and expands its capabilities.
The merger creates a unified, privacy-first identity solution.
TrueData's CEO and President will join ID5's executive team.
The combined company will operate under the ID5 brand.
The acquisition is strategic, merging two highly complementary technologies and market footprints. ID5 brings its scaled, GDPR-compliant alternative ID and a strong global presence, while TrueData contributes its sophisticated US-based identity graph and expertise in connecting offline data to online devices. This combination allows the new entity to offer a unique proposition: connecting offline data with the largest possible online reach in a privacy-focused manner, creating the most comprehensive identity offering in the industry.
Many companies already use both ID5 and TrueData products independently. The merger will consolidate these offerings into a single, unified solution, removing operational complexity for shared clients and unlocking greater value. By bringing together complementary teams and technologies, the combined company aims to be the definitive, neutral identity partner for the entire digital advertising ecosystem. Scott Conine, CEO of TrueData, stated, “This is a true merger of strengths, bringing together complementary products, teams, and cultures to create a more complete identity partner for the ecosystem.”
Following the acquisition, the merged companies will operate under the ID5 brand, guided by its established privacy principles. The combined team of approximately 80 employees across North America, Europe, and Asia will enhance ID5's ability to serve global clients with local expertise and faster support. Key TrueData leadership, including CEO Scott Conine and President Jon Durkee, will join ID5's executive team as Strategic Advisor and Chief Revenue Officer, respectively, ensuring a smooth integration and continued strategic growth.
The acquisition of TrueData by ID5 represents a major consolidation in the identity landscape. It accelerates ID5's mission to redefine identity for a privacy-first future by expanding its global footprint and technological capabilities. This move positions the combined company as a dominant, neutral force capable of providing the comprehensive and sustainable identity solutions that publishers, advertisers, and platforms require to thrive in the post-cookie era.
ID5 is redefining identity for digital advertising, building solutions where privacy and addressability work in sync. Its Adaptive Identity technology learns and adjusts, ensuring seamless recognition across media properties, devices, and channels. This allows media owners to unlock sustainable revenue, enables advertisers to deliver measurable results, and helps platforms to maximize data and inventory value. Founded in 2017 by industry experts, ID5 is driving the future of identity–connecting, evolving, and empowering the digital advertising ecosystem.
TrueData is a leader in independent identity resolution, offering data enrichment and identity resolution solutions to clients focused on cookieless addressability at scale. TrueData’s identity graph connects people & households to their digital devices. As a trusted partner of the largest enterprise data companies in the world, TrueData continues to build privacy-centric solutions that help clients achieve their addressability goals.
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