Rakuten TV, the European streaming platform, has announced through its B2B brand, Rakuten TV Enterprise, a partnership with ID5, an identity provider for digital advertising. This collaboration aims to enhance addressability and measurement across Rakuten TV’s Connected TV (CTV) inventory.

Through this partnership, ID5 IDs will be integrated into Rakuten TV’s CTV inventory, opening new opportunities for advertisers to reach audiences and measure performance while maintaining privacy-safe identity management. As the CTV market evolves, Rakuten TV Enterprise’s enhanced advertising solutions for agencies and advertiser’s offers targeted, measurable and personalised ads across its pan-European CTV inventory. By partnering with ID5, Rakuten TV Enterprise can now also help advertisers track campaign performance across different devices and activate richer audience segments.

ID5’s adaptive privacy-first technology provides a unified identity layer across all CTV device types. It captures user preferences while enhancing data protection and transparency, making it ideally suited for addressable advertising in CTV, where traditional identifiers are limited.

“As advertisers increasingly look to CTV for both scale and precision, addressability has become critical,” commented Stuart Keith, VP, Global Ad Strategy & Partnerships at Rakuten TV Enterprise. “Our partnership with ID5 enhances addressability across our inventory in a privacy-first and scalable way, enabling advertisers to more effectively reach and measure audiences.”

“FAST and AVoD are rapidly becoming central to how brands access scale in CTV,” added Morwenna Beales, VP, Publisher Development at ID5. “By working with ID5, Rakuten TV is giving advertisers greater confidence in reaching and measuring audiences across premium streaming environments, helping drive stronger, more consistent results in CTV.”

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Categories: Advertising, Articles, Connected TV, OTT

Tags: advertising, CTV, ID5, Rakuten TV