MobileFuse, a leader in in-app, CTV, and DOOH advertising, has announced a strategic partnership with ID5, a prominent identity provider in digital advertising. This collaboration makes MobileFuse one of the first in-app SSPs to adopt the ID5 ID, empowering advertisers to reach audiences effectively and enabling publishers to explore new revenue streams, all while maintaining compliance with privacy standards.

Key Highlights of the Partnership

• Adoption of ID5 ID

  • The ID5 ID is a privacy-focused identifier that helps advertisers and publishers connect with audiences without relying on legacy methods like third-party cookies or mobile ad IDs (MAIDs).
  • This next-gen identifier aligns with global privacy laws, such as GDPR, supporting advertisers in targeting and optimizing campaigns across digital channels without risking compliance.

• Significant Performance Improvements

  • Advertisers using the ID5 ID on MobileFuse’s platform report substantial benefits:
    • Up to 23% reduction in cost-per-action (CPA)
    • 39% decrease in cost-per-click (CPC)
    • 16% lower cost-per-thousand impressions (CPM)
  • This performance boost highlights the value of the ID5 ID in driving cost-efficient advertising across mobile, CTV, and DOOH channels.

Statements from Leadership

• Ken Harlan, CEO of MobileFuse

  • "MobileFuse is dedicated to advancing unique, privacy-compliant targeting options for advertisers. By integrating ID5 ID, we enable personalized, one-to-one campaign targeting while maintaining compliance and adaptability to evolving privacy regulations."

• Mathieu Roche, CEO of ID5

  • "Our partnership with MobileFuse helps advertisers reach connected consumers across multiple platforms, ensuring a high-quality user experience with transparency and privacy as key priorities. This collaboration supports cross-channel engagement, particularly in in-app, CTV, and DOOH advertising."

Privacy-First, Future-Ready Targeting

• Enhanced Addressability Without Legacy Identifiers

  • With ID5 ID, MobileFuse offers advertisers a robust targeting solution that eliminates the need for outdated identifiers like third-party cookies and MAIDs. This approach ensures high targeting accuracy and compliance with privacy regulations.

• Aligning with LiveRamp’s Authenticated Traffic Solution

  • MobileFuse recently expanded its partnership with LiveRamp, integrating their Authenticated Traffic Solution to further strengthen user identity management, enhancing addressability for advertisers within a privacy-first framework.

Conclusion

The partnership between MobileFuse and ID5 marks a step forward in providing advertisers with accurate, privacy-focused targeting solutions. By eliminating dependency on legacy identifiers and optimizing campaign performance, MobileFuse and ID5 are setting new standards for digital advertising in the age of privacy regulation.