Partnership allows Smart’s publishers and demand partners to identify users and to manage Universal ID based ad-transactions in its end-to-end digital advertising solution.

[New York – London – Paris] – April 13th – Smart, the independent adtech platform, today announces their integration with ID5, the leading identity solution for digital advertising. ID5’s Universal ID solution allows publishers and advertisers working with Smart to benefit from improved user recognition and monetization in their programmatic transactions and prepare for a future without cookies.

ID5’s shared identity infrastructure is designed to improve user recognition in a privacy-compliant way in browsers where 3rd party cookies are blocked. In this context, this partnership allows Smart’s publishers to create and distribute a shared and privacy-compliant first party identifier – provided by ID5 – to their demand partners and advertisers directly in the bid-request.  By increasing the number of addressable users, publishers leveraging the ID5 ID benefit from improved monetization and higher CPMs. Advertisers and their agencies are able to reach their targeting objectives and deliver personalized ads to the right user, while respecting privacy and consent choices.

ID providers support is among the cookieless solutions Smart is providing to serve both  its buyer and sellers. The platform offers publishers flexible tools, including an Identity Hub, to implement, manage and monitor all alternative ID providers within their stack whatever the environment. Media buyers are offered facilitated access to valuable audience data in a future without cookies.

ID5 has built an efficient identification infrastructure that improves the ability to share user-level information within the programmatic ecosystem, explains Arnaud Créput, – CEO at Smart. While putting privacy compliance at the heart of our platform, Smart’s aim remains to build flexible and agnostic solutions to help our customers reach their business objectives in the post-cookie world. The integration with ID5 supports this mission and smooths the way for more efficient and direct collaboration between media-buyers and sellers.”

ID5 is committed to building a better and more privacy-compliant identification infrastructure for digital advertising. By partnering with Smart, ID5 enables more media owners to compete with the Walled Gardens by providing them with its first-party identifiers and maintaining audience addressability in cookie-less environments”, comments Mathieu Roche, ID5’s Co-founder & CEO.

While both companies have been collaborating on industry issues for many years, ID5’s solution offers Smart wide coverage in its strategic markets. As ID5 is actively working on extending its offerings to the mobile landscape, Smart will be among the first companies to integrate the solution for this critical channel.

About Smart

Smart is the leading independent adtech platform built to serve the interests of both buyers and publishers. Smart’s fully transparent platform and shared-interest business approach enables brands and premium publishers to get their fair share of ad value at every opportunity, on their terms. Brands can achieve greater efficiency through their advertising spend, and publishers can act with certainty and have the control they need to provide the right blend of transaction models, channels, formats, and audience data to deliver true value path optimization to brands.

Smart works directly with hundreds of buyers and more than 1,000 publishers worldwide including Groupe Marie Claire, TracFone, Le Figaro, Leboncoin, Altice Media Publicité, and IMGUR to deliver display, video, native, and rich-media ads to over 50,000 sites and apps. Smart is ranked on the Deloitte Technology Fast 500 EMEA and in the Financial Times’ FT 1000: Europe’s Fastest Growing Companies. The company operates 12 offices worldwide and leads the charge in building a transparent ecosystem based on quality.

About ID5

ID5 was created to improve online advertising for consumers, media owners and advertisers, with the ultimate goal to help publishers grow sustainable revenue.

ID5 provides the advertising ecosystem with a transparent, scalable and privacy-compliant identity infrastructure. Its solutions improve user recognition and match rates and provide a stable, consented and encrypted user ID to replace third-party cookies and MAIDs. This enables publishers to better monetise their audiences, advertisers to run effective and measurable campaigns, and platforms to maximise the value of data and inventory for their customers.

Created in 2017 by seasoned ad tech professionals, ID5 services clients globally. For more information about ID5 and its solutions, please visit: