ID5 acquires TrueData to strengthen global identity infrastructure

Identity provider ID5 announced on November 4, 2024, the acquisition of TrueData, a US-based identity graph company, marking a significant consolidation in the alternative identity space as the digital advertising industry continues adapting to privacy regulations and cookie deprecation.

The transaction brings together ID5's market-leading alternative identifier and GDPR-compliant graph with TrueData's US-focused identity resolution capabilities and extensive graph services. According to the announcement, the combined entity will operate under the ID5 brand with approximately 80 employees across North America, Europe, and Asia.

"ID5 is already widely recognised as a leading universal ID vendor," said Mathieu Roche, co-founder and CEO of ID5, according to the company announcement. "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."

The acquisition addresses a fundamental challenge facing digital advertisers: connecting offline data with online identifiers at scale while maintaining privacy compliance. ID5, recognized as a global leader in the alternative ID space, already derives the majority of its clients and revenue from the US market. The addition of TrueData's graph and datasets strengthens ID5's presence in North America while expanding its Adaptive Identity technology.

Technical integration creates comprehensive offering

TrueData's identity graph connects people and households to their digital devices, providing data enrichment and identity resolution solutions focused on cookieless addressability at scale. The company has established itself as a trusted partner of major enterprise data companies, building privacy-centric solutions for clients pursuing addressability goals.

The merger combines TrueData's US market expertise and graph capabilities with ID5's European cross-device graph and scaled alternative ID infrastructure. According to ID5, this combination creates a unique market proposition connecting offline data with the largest online reach to strengthen recognition, activation, and measurement across channels.

Many companies already use both ID5 and TrueData products independently. The unified solution will remove complexity for shared clients while unlocking greater value through integrated technologies and complementary geographic footprints.

Leadership integration and strategic direction

As part of the transaction, Scott Conine, CEO of TrueData, will join ID5's executive team as Strategic Advisor. Jon Durkee, President and COO of TrueData, assumes the role of Chief Revenue Officer for the combined organization.

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

The acquisition received backing from ID5's investor base. "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, according to the announcement. "This acquisition accelerates their mission, expanding ID5's global footprint and strengthening its position as the identity partner of choice for the ecosystem."

Jodi Sherman Jahic, co-founder and managing partner at Aligned Partners and board member at TrueData, emphasized the strategic value: "Joining forces with ID5 unlocks unique solutions and creates a global identity leader accelerating growth for both companies' clients, partners, and employees," according to the announcement.

Industry context and market positioning

The acquisition comes as the digital advertising ecosystem continues adapting to significant shifts in identity and addressability infrastructure. The transaction follows ID5's April 2024 Series B funding round, which raised $20 millionfrom investors including TransUnion and S4S Ventures.

ID5 established itself as a prominent player through partnerships across the programmatic advertising landscape. Recent collaborations include integration with OpenX demonstrating 58% reach increase in Safari desktop environments, and partnerships with Future Today for connected television addressability across 1.5 billion ad impressions.

The company has expanded its presence across multiple advertising channels. In December 2024, ID5 partnered with gaming advertising provider Anzu to address transparency concerns in gaming environments, and integrated with Italian media platform Piemme alongside The Trade Desk's European Unified ID.

TrueData has maintained a lower public profile compared to larger identity solution providers. The company was named among 47 identity providers tracked by IAB Australia in an industry evaluation of identification systems, alongside solutions from LiveRamp, TransUnion, Lotame, and other established players.

Privacy framework and governance structure

Following the acquisition, operations will be guided by ID5's established privacy principles and governance frameworks. The company's approach emphasizes privacy-by-design architecture and compliance with regional data protection regulations including GDPR and various US state privacy laws.

The combined organization will maintain ID5's emphasis on neutrality and collaboration throughout the digital advertising ecosystem. This positioning differentiates the company from walled garden identity solutions offered by major platforms, instead focusing on interoperability across publishers, platforms, and advertisers.

Market implications for advertising professionals

The consolidation reflects broader trends in the identity resolution space as independent providers seek scale and complementary capabilities. For marketing professionals, the merger creates a single partner offering expanded coverage across geographic markets and enhanced matching capabilities between offline and online identifiers.

Publishers working with either ID5 or TrueData will gain access to broader addressability solutions through the combined platform. Advertisers can leverage enhanced matching capabilities to connect customer relationship management data with digital advertising inventory across channels.

The transaction also signals continued investment in alternative identity infrastructure despite ongoing uncertainty around third-party cookie deprecation timelines. Identity solution providers have maintained development momentum even as Google repeatedly delayed its plans to phase out third-party cookies in Chrome.

Progress Partners acted as exclusive financial advisor to TrueData in the transaction. Financial terms of the acquisition were not disclosed.

Timeline

• 2013: TrueData founded in Los Angeles, focusing on identity resolution and data enrichment
• 2017: ID5 founded by industry experts to build privacy-focused identity solutions
• April 2024: ID5 raises $20 million Series B funding led by TransUnion and S4S Ventures
• June 2025: ID5 partners with Future Today for CTV advertising addressability
• November 4, 2024: ID5 announces acquisition of TrueData

Summary

Who: ID5, a market-leading identity provider for digital advertising founded in 2017, acquired TrueData, a US-based identity graph company founded in 2013. Scott Conine and Jon Durkee from TrueData joined ID5's executive team as Strategic Advisor and Chief Revenue Officer, respectively. The combined organization includes approximately 80 employees across three continents.

What: The acquisition combines ID5's GDPR-compliant graph and market-leading alternative ID with TrueData's US-focused identity resolution capabilities and graph services. The transaction creates what the companies describe as the most comprehensive identity solution for digital advertising, unifying complementary technologies and geographic footprints under the ID5 brand.

When: ID5 announced the acquisition on November 4, 2024. TrueData's LinkedIn page was updated on August 14, 2024, to reflect the integration, indicating the transaction process began earlier in 2024.

Where: The combined organization operates across North America, Europe, and Asia with teams spanning all three regions. ID5 maintains headquarters in London and New York, while TrueData was based in Los Angeles. The merger strengthens ID5's presence in the US market, where the majority of its clients and revenue originate.

Why: The acquisition addresses growing industry demand for comprehensive identity solutions as third-party cookies phase out and privacy regulations intensify. By combining TrueData's US graph expertise with ID5's European infrastructure and scaled alternative ID, the companies created an identity solution capable of connecting offline data with online identifiers at global scale while maintaining privacy compliance across different regulatory frameworks.