Piemme integrates ID5 and Trade Desk identity tech for digital advertising

In a significant development for digital advertising technology announced on February 6, 2025, Italian media platform Piemme has become the first entity in Italy to implement an integrated identity solution created through a partnership between ID5 and The Trade Desk.

The technology combines two distinct identification systems: the European Unified ID (EUID), developed by The Trade Desk, and ID5's proprietary identification system. This integration addresses the technical challenges faced by publishers in the wake of cookie deprecation while maintaining compliance with the General Data Protection Regulation (GDPR).

According to Caitlin Borgman, Chief Commercial Officer at ID5, "Piemme is the first media platform to offer publishers the ability to monetize using two of the most effective IDs in the market to address cookie leakage." Borgman emphasizes that the joint solution tackles primary industry challenges while maintaining a privacy-focused approach specifically designed for European markets.

The technical implementation enables publishers working with Piemme to leverage both identification systems simultaneously. The EUID system targets consented, logged-in audiences, while ID5's technology provides expanded coverage for additional user identification. This dual approach creates a comprehensive solution that enhances inventory value while maximizing data utilization.

Angela Bersini, General Manager Italy at The Trade Desk, highlights the technical necessity of such solutions in contemporary digital advertising: "In today's context, where people use multiple devices and channels, advanced and integrated identity solutions are critical to help advertisers and publishers accurately understand and value their audience and impressions."

The implementation represents a strategic response to the increasing complexity of digital advertising technology. Publishers face mounting challenges in effectively targeting and monetizing their inventory while adhering to stringent privacy regulations. The integrated solution enables publishers to maintain advertising effectiveness despite the ongoing transition away from traditional tracking methods.

Vivian Ceresero, Head of AdOperations and AdTech at Piemme, describes the strategic importance of the implementation: "The partnership with ID5 and The Trade Desk represents a significant step in the growth strategy of our media platform." Ceresero emphasizes that this development aligns with Piemme's objectives to research and develop increasingly advanced solutions that meet both advertiser and publisher requirements.

The technical architecture of the solution facilitates interoperability between the two identification systems. This integration enables publishers to access a broader range of data for precise user identification. The system maintains GDPR compliance throughout the process, ensuring that privacy requirements are met while enabling effective targeting capabilities.

For the Italian digital advertising market, this implementation marks a significant milestone. It demonstrates the practical application of privacy-compliant identification technologies in a market governed by strict regulatory requirements. The solution's ability to maintain targeting capabilities while respecting privacy regulations provides a potential model for other markets facing similar challenges.

The integration enables publishers to continue monetizing their inventory effectively despite the declining availability of traditional tracking methods. By combining consented, logged-in audience data with expanded coverage through ID5's system, publishers can maintain and potentially increase their inventory value while ensuring regulatory compliance.

Looking ahead, this implementation may influence the broader adoption of similar solutions across European markets. As publishers continue to adapt to changing technical requirements and privacy regulations, integrated identification solutions that maintain both effectiveness and compliance will likely gain increasing importance in the digital advertising ecosystem.

The collaboration between Piemme, ID5, and The Trade Desk demonstrates the technical feasibility of maintaining effective digital advertising capabilities while adhering to stringent privacy requirements. This implementation provides practical evidence that publishers can continue to monetize their inventory effectively in an environment of increasing privacy regulation and technical change.