MARCH 2021



ID5 has just announced that it has completed a $6 million Series A round led by Alliance Entreprendre, Progress Ventures, and existing investors including 360 Capital Partners.


Founded in 2017, by Mathieu Roche, Pierre-Antoine Durgeat and Scott Menzer, ID5 is the leading independent identity solution provider for the benefit of the whole digital advertising ecosystem. ID5’s universal, transparent, scalable and privacy-compliant identity infrastructure has become especially relevant in a context where structural technical and legal evolutions are re-shuffling the cards of the massive digital advertising market.


In less than 3 years of existence, ID5 has managed to establish itself as the global go-to identity solution with hundreds of publishers and ad tech platforms already integrated and more than 600 million consumers reached daily.


The company will use the funds to expand its operations globally and provide the digital advertising ecosystem with the infrastructure required to challenge Google’s dominance. ID5 will particularly invest in its technology infrastructure, further develop its products and grow its team.


Mathieu Roche, ID5 Co-founder & CEO, said: “Closing this round now, in the wake of recent announcements by Google and Apple, is a strong signal sent to the market that there are alternatives to the Walled Gardens. We have seen tremendous adoption of Universal ID, our cookie-less identification service, by publishers and ad tech platforms. The backing of leading US and European investors gives us further means to achieve our ambition to become the global ID infrastructure powering digital advertising.”


Antoine Bodet, Partner at Alliance Entreprendre confirmed: “We have invested in ID5 because of their first-mover advantage, combined with a clear long-term vision carried by an experienced team of ad tech specialists. ID5’s European roots and strong connections with media owners have enabled the company to better understand users’ and publishers’ needs. They have built an inclusive offering that benefits all types of publishers, as well as their monetization partners, in their efforts to stay competitive in a marketplace dominated by tech giants.”


Adriaan Zur Muhlen, Partner at Progress Ventures, stated: “The identity space has grown significantly since Google announced the depreciation of third-party cookies in Chrome. Many companies have jumped on the opportunity to create a cookie-less identifier, but ID5 has a significant head start. The company has already spent three years educating the industry on the importance of creating a privacy-first identification system and has built a strong network of publishers and ad tech platforms leveraging their ID. We are excited to support their next stage of growth, and their vision of the digital future, particularly as they increase their focus on the US market.”