Zeotap, a leading Customer Data Platform (CDP) and data solutions provider, has announced a strategic partnership with ID5, a top identity provider in the digital advertising sector. This collaboration aims to address the growing challenge of audience targeting and monetization in a cookieless digital landscape. The integration of ID5’s identity technology with Zeotap’s data solutions offers a privacy-compliant alternative to third-party cookies.

Key Benefits of the Partnership

• Cookieless Data Activation: The integration of ID5’s identifiers into Zeotap’s ID graph allows for effective data activation and audience targeting across the programmatic ecosystem without relying on third-party cookies.
• Enhanced Reach and Targeting: Zeotap CDP clients can now extend their customer data with ID5’s identifiers, improving both first-party and third-party reach. Additionally, Zeotap’s third-party data segments will now include ID5 identifiers, ensuring effective audience targeting on the cookieless web.
• Privacy Compliance: The partnership supports privacy-compliant data activation, respecting user privacy while enabling personalized advertising experiences.

Technology Overview

• ID5’s Identity Resolution: ID5 utilizes both probabilistic and deterministic methods to provide precise and scalable identity resolution. As a widely adopted currency in the programmatic ecosystem, ID5 is supported by major demand-side platforms (DSPs) and supply-side platforms (SSPs), enhancing its value in the industry.
• Universal ID Solution: The collaboration between Zeotap and ID5 aims to offer a universal ID solution that balances transparency, control, and privacy, ensuring effective audience engagement and data activation despite the decline of third-party cookies.

Statements from Key Figures

• Matt Bennathan, Chief Commercial Officer at Zeotap: “We are delighted to partner with ID5. Providing alternative and incremental reach beyond cookies, the proven ID5 methodology will add tremendous value to activation use cases across both CDP and Audience clients. Mathieu and the team wrap everything in service excellence; very much in keeping with the Zeotap ethos. Such a good match of people and technology!”
• Mathieu Roche, CEO and Co-Founder of ID5: “ID5’s partnership with Zeotap shows our commitment to addressing complex addressability challenges. By integrating the ID5 ID into Zeotap’s ID graph, we will empower marketers and publishers to maintain effective audience targeting and data activation despite signal loss. This collaboration not only enhances ROI for advertisers but also strengthens the open internet by supporting transparent, user-friendly identity solutions that respect privacy to enable personalization at scale.”

The strategic partnership between Zeotap and ID5 represents a significant advancement in the digital advertising industry, offering a robust solution for audience targeting and data activation in a cookieless world. By integrating ID5’s privacy-compliant identifiers with Zeotap’s data solutions, the collaboration aims to enhance marketing effectiveness while respecting user privacy and supporting the open internet.