ID5 acquires TrueData
November 4, 2025
ID5, the ID provider for digital advertising, has announced the acquisition of TrueData, a US-based identity graph company.
ID5, a specialist in the alternative ID space, has built a strong foothold in the US, where the majority of its clients and revenue originate. By bringing in TrueData’s graph, the company is expanding its operations in the US and strengthening its Adaptive Identity technology with new datasets and expertise. The combination of TrueData’s graph and expertise with the GDPR compliant ID5 Graph, and its scaled alternative ID creates a new proposition in the market, connecting offline data with a large online reach to strengthen recognition, activation and measurement across channels.
“ID5 is already widely recognised as a leading universal ID vendor. By bringing in the expertise of TrueData, we are expanding our capabilities and the scope of services we can offer to our clients and partners,” said Mathieu Roche, Co-founder and CEO of ID5. “This acquisition strengthens our presence and our ability to serve the US market, and positions us as the global, privacy-first identity partner the industry needs.”
As part of the acquisition, Scott Conine, CEO, and Jon Durkee, President & COO of TrueData, will join ID5’s executive team as Strategic Advisor and Chief Revenue Officer, respectively.
“Our companies share the same purpose and operate with the same values of neutrality and collaboration,” commented Scott Conine, CEO of TrueData. “This is a true merger of strengths, bringing together complementary products, teams, and cultures to create a more complete identity partner for the ecosystem.”
“ID5 has consistently led the way in redefining identity for digital advertising,” said Sanja Partalo, Co-Founder and Managing Partner at S4S Ventures and Board Member at ID5. “This acquisition accelerates their mission, expanding ID5’s global footprint and strengthening its position as the identity partner of choice for the ecosystem. We’re proud to support a team that continues to drive meaningful progress for the industry.”
“I’ve seen how powerful TrueData’s products can be in driving client outcomes across the advertising ecosystem,” added Jodi Sherman Jahic, Co-founder & Managing Partner at Aligned Partners and Board Member at TrueData. “Joining forces with ID5 unlocks unique solutions and creates a global identity leader accelerating growth for both companies’ clients, partners, and employees”.
Following the acquisition, the merged companies will operate under the ID5 brand name and be guided by its established privacy principles and governance frameworks. The combined team will consist of around 80 employees across North America, Europe and Asia.
Financial terms were not disclosed.
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