Last Modified: July 25, 2025
ID5 provides an evolving suite of identity solutions for the digital advertising ecosystem, designed to prioritize user privacy while enabling effective advertising. Our technology platform enables publishers and advertisers to more effectively recognize browsers and other devices over time by generating a unique, pseudonymous ID. More about the ID5 Platform here.
In general, the ID5 Platform is used by businesses that wish to advertise their products and services on websites, mobile apps and other digital media properties (which we collectively refer to as "Digital Properties"), as well as the Digital Properties themselves. We consider any business that owns or controls a Digital Property which has enabled the ID5 Platform to be a "Client" and any business that might leverage the ID5 Platform on a Digital Property controlled by a different business to be a "Partner".
This ID5 Platform Privacy Policy (this "Privacy Policy") describes how ID5 collects, uses, shares and otherwise processes Platform Data. It describes how ID5 may enable or allow Clients and Partners to use Platform Data, but otherwise does not apply to our Clients' or Partners' practices. If you are interested in our website privacy policy, please click here.
For quick access to the ID5 Privacy Preference Center, where you can exercise your rights as a data subject, please click here.
| Question | Summary |
|---|---|
| What information do we collect and use? | The Platform is designed to collect and use Platform Data (i.e., Device Data, Client Data, and ID5 IDs) such as cookie IDs, IP addresses, browser information, and hashed emails. We do not collect directly identifiable data like your name or address, nor do we collect sensitive data. Details. |
| How do we collect information? | The Platform uses cookies, pixels, tags, mobile SDKs, and similar technologies to collect Platform Data about web browsers and devices across websites and apps. Details. |
| For what purposes do we use the collected information? | ID5 uses the information collected via the Platform to provide and enhance our identity services. This includes facilitating device identification, fraud prevention, and improving our identity graph through algorithmic analysis. Details. |
| In European Jurisdictions, on what legal basis do we process Personal Data? | Our legal basis is generally your consent, obtained for us by the operators of the Digital Properties that use our technology and transmitted to us via the IAB TCF framework. Details. |
| What information do we share with third parties? | Where permitted by law and your expressed choices, we provide Platform Data to our Clients, Partners, and service providers for the purpose of operating and enhancing our and their services, for security, or as required by law. Details. |
| How is the information stored and how long is it kept? | Platform Data is stored using generally accepted security standards. It is usually aggregated or deleted within 100 days, but may be retained for up to 18 months for specific non-commercial purposes such as security and service improvement. Details. |
| What are your privacy choices? | We support the IAB Europe Transparency and Consent Framework (TCF). You may also opt out of ID5's Platform and services directly via our privacy preference center. We honor legally recognized universal opt-out signals like the Global Privacy Control. Details. |
| What are your rights? | Depending on your jurisdiction, you may have rights to access, correct, delete, or port your data, and to object to or opt-out of certain processing. Details. |
| Questions? | Please email us at privacy@id5.io. Details. |
ID5 operates an identity platform for the digital advertising industry. By "identity", we mean that we have a technology that enables our systems to recognize a browser or device (a "user") over time without identifying an actual person. By "Platform", we mean we provide technology that websites, mobile apps and publishers of other internet-connected properties (such as internet-connected TVs) use to recognize users on their Digital Properties. Advertisers, or companies working on an advertiser's behalf, use the Platform to manage ad campaigns and target advertising to users in a more efficient way. Digital publishers and other "sellers" want their ads to be relevant to their readers, which helps them to offer content for no cost or lower cost. Advertisers, advertising agencies, and other "buyers" want to use their advertising dollars efficiently by reaching the right audiences, and by measuring the effectiveness of their ads. To accomplish these goals, We enable Clients—including digital publishers and advertising technology platforms and their service providers—to use our Platform to more efficiently and effectively recognize their users and/or to enable their own Clients to do so. ID5 is not an ad network, a media buyer or seller. We do not create ad targeting profiles via the Platform.
The Platform is designed to use certain types of information, that collectively we call "Platform Data". Platform Data includes: (i) "Device Data"— information collected from browsers and devices by our technology, products and services on Digital Properties, including but not limited to Digital Identifiers (defined below); (ii) "Client Data"— information provided or uploaded to us via our Platform by our Clients; and (iii) "ID5 IDs" - random unique identifiers that we create and connect to Device Data and/or Client Data.
Some Platform Data (for example, cookie IDs, mobile advertising identifiers, ID5 IDs, and IP addresses) may help our systems recognize or single out a particular computer or device, and may be considered "Personal Data" or "personal information" in some jurisdictions, including the European Economic Area, United Kingdom, and certain U.S. states. This data allows us to recognize a particular computer or device over time. We call cookie IDs, mobile advertising IDs, ID5 IDs, hashed email addresses ("HEMs") and other random unique identifiers "Digital Identifiers". Digital Identifiers are also considered Personal Data in most places.
Our Platform is not designed to utilize information that by itself identifies an individual in the "real world", such as someone's name, address, phone number, raw (un-hashed) email address, or government identifier. We also do not knowingly collect, process, or store "sensitive" or "special category" personal data, such as health information, data revealing racial or ethnic origin, or data about children.
To provide our services, we use cookies and similar technologies (like pixels and tags) to be placed on the browsers of individuals who visit the Digital Properties of our Clients. Cookies are small text files that contain a string of characters. Specifically, we use cookies for the following purposes:
Our cookie is set in a third-party context and has a duration of 12 months from when it is last updated. In jurisdictions where the ePrivacy Directive or similar laws mandating consent apply, we rely on the consent obtained by our Clients and Partners on their Digital Properties to set these cookies. You can control and manage cookies in various ways through your browser settings. Full information on ID5’s use of cookies and local storage, including duration and purpose, are available here .
The ID5 service works by helping our Clients and Partners recognize a browser or device over time. In some instances, our technology may create more than one ID5 ID for the same user. The process of linking these multiple IDs together to understand they belong to a single user may be considered 'profiling' under certain data protection laws, like the GDPR, which is the only reason why we ask for your consent for this limited activity (specifically under IAB TCF Purpose 3 and 5). To be clear, ID5 does not use this information to build ad targeting profiles or to decide which ads you see. Our role is strictly to provide a pseudonymous identifier and its connection to our Client’s user identifiers; our Clients use this identifier for their own purposes, in accordance with the data protection laws and their own privacy policies.
If you are a data subject of a European Jurisdiction (the EEA, UK, or Switzerland), our legal basis for processing your Personal Data will depend on the specific context. We generally rely on consent obtained for us by the operators of the Digital Properties that use our technology, except as described below. We are a registered vendor in the IAB Europe Transparency and Consent Framework (TCF) and rely on it to receive and honor your privacy choices.
Specifically, and in line with our IAB Global Vendor List (GVL) registration, we process your data based on the following TCF Purposes and legal bases:
| Purpose | Legal Basis |
|---|---|
| Store and/or access information on a device (Purpose 1) | Consent |
| Create a personalised ads profile (Purpose 3) | Consent |
| Create a personalised content profile (Purpose 5) | Consent |
| Develop and improve products (Purpose 10) | Consent |
| Ensure security, prevent and detect fraud, and fix errors (Special Purpose 1) | Legitimate Interests |
| Save and communicate privacy choices (Special Purpose 3) | Legitimate Interests |
Match and combine data from other data sources (Feature 1), Link different devices (Feature 2), and Identify devices based on information transmitted automatically (Feature 3) are used to support the above purposes.
ID5 shares Platform Data with the following third parties:
Please check this page for changes. ID5 may change this Privacy Policy at any time, but if we make changes, those changes will only apply to Personal Data collected or received by ID5 after the date of that Privacy Policy edition. For any of your Personal Data held by ID5 prior to that date, the Privacy Policy in effect on that date will continue to apply. You may find an archive of ID5 Privacy Policies and applicable dates here.
As we only process pseudonymous data, we do not know the real-world identity of the individuals associated with an ID5 ID. This presents challenges for verifying identity when you make a rights request. We have balanced this against your right to privacy and have adopted a 'best efforts,' privacy-protective approach. When you use our opt-out tools, we will honor all requests associated with the signals you provide (such as your browser cookie or a hashed email address) without requiring further proof of identity. Our priority is to ensure your choice is respected, even if it means we 'over-opt-out' a user who did not make the request. The only consequence for a data subject is that our advertiser, publisher Clients and/or Partners can no longer use their ID5 ID, which we consider a low risk to the individual.
For jurisdiction-specific rights, disclosures, and information, please refer to the “Additional Information and Disclosures for Specific Jurisdictions” section below.
In certain jurisdictions, you have the right to be informed when a decision is made about you based exclusively on an automated process. While ID5 does not make advertising decisions, our Clients and Partners may use the ID5 ID or ID5’s services to do so. Should you wish to understand the logic involved in such a decision, you may have the right to request an explanation and to have the decision reviewed by a person. Please direct such requests to the operator of the website or app where you saw the advertisement. For more information specific to your jurisdiction, please see the "Additional Information and Disclosures for Specific Jurisdictions" section.
If you are a data subject of a European Jurisdiction, you have the right to: (i) access and obtain a copy of your Personal Data; (ii) erasure of your Personal Data; (iii) rectification of your Personal Data; (iv) object to processing; (v) restrict processing; and (vi) data portability. You may exercise these rights via our Privacy Preference Center or by emailing us at privacy@id5.io. You also have the right to lodge a complaint with a European Data Protection Authority.
If you are located in a U.S. state with an effective general privacy law (such as California, Colorado, Connecticut, Virginia, or Utah), you may have some or all of the following rights: Right to Know/Access, Right to Delete, Right to Correct, Right to Data Portability, Right to Non-discrimination for exercising your rights, and the Right to Opt-Out of the "sale" or "sharing" and/or the use of your data for profiling and/or targeted advertising.
We collect (and during the last 12 months have collected) the following categories of personal information: Identifiers (such as cookie IDs, mobile ad IDs, ID5 IDs, IP addresses, and hashed emails) and Internet or other electronic network activity information (such as browser information, user agent, timestamps, and network information). We do not knowingly collect, use, or disclose sensitive Personal Data.
Some U.S. states provide you with the right to further appeal our determination to a consumer protection agency located in that state where we deny your data subject rights request. For your ease of access, you may find links to some applicable regulatory authorities below.
ID5 is registered as a data broker in the State of California.
ID5 does not currently respond to browser "Do Not Track" signals due to a lack of industry standards regarding how such signals should be interpreted. However, we do honor Global Privacy Control signals as described above.
ID5 is a global company headquartered in the United Kingdom.
ID5 supports advertising industry self-regulation, and endorses best practices and self-regulatory requirements that apply to the advertising industry. To learn more about interest-based advertising and industry self-regulation, please visit any of the following organizations:
In addition to the rights described above, you have the right to be informed of the names or categories of third parties to whom we communicate your information. These are described in the section "How and Why Do We Share the Information We Collect?". You also have the right to withdraw your consent to our processing at any time. Our use of cookies and similar technologies may be considered technology that includes functions for identifying or profiling you. You may deactivate these functions by managing your cookie settings in your browser or using our Privacy Preference Center. For more information on your rights regarding automated decision-making, please see the "Your Rights" section.
You have the right to be informed about the possibility of not providing consent and the consequences of such a refusal. Providing consent for the processing of your data is voluntary. If you choose not to consent, or to withdraw your consent, an ID5 ID will not be created or shared for advertising purposes. This means that the advertising you see on websites and apps may be less relevant to your interests. It may also impact the ability of digital publishers to fund their content through advertising. You also have the full scope of rights under Article 18 of the LGPD, including confirmation of processing, access, correction, anonymization, portability, and deletion of your data.
The provision of your personal information to us is voluntary. However, failure to provide the information may result in our inability to provide our services effectively, meaning the advertising you see may be less relevant. You have the right to lodge a complaint with the Information Regulator.
Contact name and address: JD House, 27 Stiemens Street, Braamfontein, Johannesburg, 2001
Email: complaints.IR@justice.gov.za.
Information on our data destruction methods: When personal information is no longer necessary, it is destroyed in a way that prevents recovery or reuse. Electronic files containing personal information are permanently deleted using a technical method that makes recovery impossible (e.g., cryptographic erasure or overwriting). Any personal information on paper is destroyed by shredding or incineration
You have the right to make a complaint to the Data Protection Board of India. Contact details will be provided here once they are officially established.
The Digital Identifiers we share with our Clients and Partners may be considered "Personally-Referable Information" under Japan's Act on the Protection of Personal Information (APPI). We take steps, including through our contracts and reliance on industry-standard consent frameworks, to ensure that where this information is transferred to a third party who may link it to identify you and/or transfer that information outside of Japan, the necessary consents have been obtained.
If you have any questions, please contact our Data Protection Officer at privacy@id5.io or by postal mail:
If you have an unresolved privacy or data use concern that we have not addressed satisfactorily, please reach out directly to privacy@id5.io and a member of our team will respond to you within five business days
v4.0 July 25, 2025