ID5, the market-leading identity provider for digital advertising, has announced the acquisition of TrueData, a top-tier, US-based identity graph company. The acquisition marks a significant milestone in ID5’s growth strategy, strengthening its footprint in the United States and expanding the value it delivers to partners globally.

Recognized as a global leader in alternative identity solutions, ID5 has established a strong presence in the US, where the majority of its clients and revenue originate. By integrating TrueData’s identity graph, ID5 is expanding its US operations while enhancing its Adaptive Identity technology with new datasets and specialized expertise.

The combination of TrueData’s graph with the GDPR-compliant ID5 Graph and its scaled alternative ID offering creates a unique market proposition. Together, these capabilities connect offline data with extensive online reach, strengthening recognition, activation, and measurement across channels.

“ID5 is already widely recognised as a leading universal ID vendor. By bringing in the expertise of TrueData, we are expanding our capabilities and the scope of services we can offer to our clients and partners,” said Mathieu Roche, Co-founder and CEO of ID5. “This acquisition strengthens our ability to serve the US market and positions ID5 as the global, privacy-first identity partner the industry needs.”

Many companies currently use both ID5 and TrueData solutions independently. The merger brings these offerings together into a unified platform, reducing complexity and unlocking greater value for shared clients. By combining complementary technologies and geographic reach, ID5 aims to deliver the most comprehensive identity solution available in the industry.

As part of the acquisition, Scott Conine, CEO of TrueData, will join ID5 as a Strategic Advisor, while Jon Durkee, President and COO of TrueData, will assume the role of Chief Revenue Officer at ID5.

“Our companies share the same purpose and operate with the same values of neutrality and collaboration,” said Scott Conine. “This is a true merger of strengths, bringing together complementary products, teams, and cultures to create a more complete identity partner for the ecosystem.”

“ID5 has consistently led the way in redefining identity for digital advertising,” said Sanja Partalo, Co-founder and Managing Partner at S4S Ventures and Board Member at ID5. “This acquisition accelerates ID5’s mission, expands its global footprint, and strengthens its position as the identity partner of choice for the ecosystem.”

“I’ve seen how powerful TrueData’s products can be in driving client outcomes across the advertising ecosystem,” said Jodi Sherman Jahic, Co-founder and Managing Partner at Aligned Partners and Board Member at TrueData. “Joining forces with ID5 unlocks unique solutions and creates a global identity leader accelerating growth for clients, partners, and employees.”

Following the acquisition, the combined organization will operate under the ID5 brand and adhere to its established privacy principles and governance frameworks. The merged team of approximately 80 employees across North America, Europe, and Asia will enhance ID5’s ability to serve clients globally with local expertise, faster support, and greater impact.

Note: Progress Partners acted as exclusive financial advisor to TrueData in this transaction.

About ID5

ID5 is redefining identity for digital advertising by building solutions where privacy and addressability work in sync. Its Adaptive Identity technology continuously learns and adapts, enabling seamless recognition across media properties, devices, and channels. Founded in 2017, ID5 empowers media owners, advertisers, and platforms to unlock sustainable value across the digital advertising ecosystem.

About TrueData

TrueData is a leader in independent identity resolution, providing data enrichment and identity solutions focused on cookieless addressability at scale. Its identity graph connects people and households to digital devices, delivering privacy-centric solutions trusted by leading enterprise data companies worldwide.