Zeotap and ID5 partner to boost audience addressability

Zeotap, a leading Customer Data Platform (CDP) and data solutions provider, has announced a strategic partnership with ID5, a prominent identity provider in the digital advertising industry. With major browsers like Safari and Mozilla already eliminating third-party cookies and Google allowing users to opt out of third-party cookie tracking, reaching and monetizing audiences at scale has become increasingly complex. To tackle these challenges, Zeotap and ID5 have integrated their technologies to offer a solution that enables data activation through cookieless, privacy-compliant ID5 identifiers.

This collaboration brings together Zeotap’s expertise in data solutions with ID5’s cutting-edge identity resolution technology. By integrating ID5’s identifiers into Zeotap’s ID graph, both first-party and third-party audience reach are enhanced. Zeotap’s CDP clients can now extend their customer data using the ID5 ID. This allows them to activate their audience across the programmatic ecosystem. In parallel, Zeotap’s third-party data segments will incorporate ID5 IDs, ensuring effective audience targeting in a cookieless environment, where traditional tracking methods are becoming obsolete.

ID5’s identity resolution technology balances precision and scale by employing both probabilistic and deterministic methods to match IDs. Widely adopted by publishers and supported by major Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs), the ID5 ID is becoming a crucial asset in the programmatic advertising ecosystem. By leveraging this powerful tool, the partnership also aims to support marketers and publishers facing the end of third-party cookies, offering them the ability to reach their audiences more effectively while ensuring privacy compliance.

The benefits of this collaboration are far-reaching. For marketers, it provides a new way to achieve incremental reach beyond cookies, offering alternative avenues for audience activation and better return on investment (ROI). Marketers can use this solution to unlock new opportunities for audience engagement without compromising user privacy. This not only improves the efficiency of their campaigns but also respects evolving regulations around data protection. Publishers, too, stand to gain from this partnership. The integration of ID5’s technology contributes to better inventory and audience monetization, creating a more sustainable advertising model that supports the free internet.

Zeotap and ID5 are united in their commitment to delivering a universal identity solution that is built on transparency and control. In an age where privacy concerns are at the forefront of the digital landscape, both companies are focused on ensuring that their solution protects user privacy while enabling personalized experiences. The partnership represents a significant step forward in offering marketers and publishers a viable, privacy-compliant alternative to third-party cookies, ensuring that they can continue to deliver effective campaigns in a rapidly changing ecosystem.

Matt Bennathan, Chief Commercial Officer at Zeotap Data, expressed his enthusiasm for the partnership, he mengtioned that they 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. 

Through this partnership, Zeotap and ID5 are providing a forward-looking solution that addresses the challenges of the cookieless future while promoting a transparent, privacy-first approach to digital advertising.