ID5 has expanded its position in the global digital advertising ecosystem with the announcement that it has acquired TrueData, a company well known in the United States for its expertise in identity graphs. This move significantly advances ID5’s long term strategy by enhancing its scale in the American market while providing greater value to partners around the world. The company already holds a strong presence in the United States, generating most of its revenue from the region, and this acquisition further deepens its capabilities there.
ID5 has built its reputation as a leader in alternative identifiers that comply with global privacy regulations. By integrating TrueData’s graph and deep expertise in connecting offline information with digital environments, ID5 aims to build what it describes as the most complete identity solution available. The company believes that this union will offer advertisers and publishers a more powerful way to recognize audiences, activate campaigns, and measure results across an increasingly fragmented media environment. Enhanced data insights and improved reach across multiple channels are expected to become key advantages of the combined technology stack.
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Mathieu Roche, co founder and CEO of ID5, stated the significance of the acquisition for their mission. He said, “ID5 is already widely recognized as a leading provider of universal identifiers. By integrating TrueData’s expertise, we are expanding our capabilities and the range of services we can offer our customers and partners. This acquisition strengthens our presence and ability to serve the US market, and positions us as the privacy focused global identity partner the industry needs.”
ID5 and TrueData already share numerous customers who rely on both companies for identity solutions. Bringing the two product portfolios together will streamline what has often been a complex ecosystem, giving clients one partner to support identity resolution across channels and markets. As part of the acquisition, the leadership of TrueData will also play a vital role in the next chapter of ID5’s evolution. Scott Conine, CEO of TrueData, will join ID5 as a strategic advisor, while Jon Durkee, president and chief operating officer of TrueData, will take on the role of chief revenue officer.
Speaking about the alignment of the companies, Conine said, “Our companies share the same mission and values of neutrality and collaboration. This is a true fusion of forces, bringing together complementary products, teams, and cultures to create a more comprehensive identity partner for the entire ecosystem.”
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Industry investors and observers have expressed confidence in the deal. Sanja Partalo, co founder and managing partner at S4S Ventures and a member of ID5’s board of directors, noted that “ID5 has always been a pioneer in redefining identity for digital advertising.” She added, “This acquisition accelerates their mission, expanding ID5’s global footprint and strengthening its position as the ecosystem’s preferred identity partner. We are proud to support a team that continues to drive significant progress in the industry.” Jodi Sherman Jahic, co founder and managing partner at Aligned Partners and a TrueData board member, praised the merger and said, “The merger with ID5 creates a global leader in identity, delivering groundbreaking solutions and driving growth for clients, partners, and employees of both companies.”
The newly combined workforce will operate under the ID5 name with a unified set of privacy standards and governance practices. With around 80 employees across North America, Europe, and Asia, the company is positioning itself to serve customers more efficiently, provide deeper regional expertise, and deliver improved results in a rapidly evolving advertising marketplace.
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