S4 Capital chairman Sir Martin Sorrell has questioned why advertisers are not more worried about the impact of the digital shift.
With the loss of third-party cookies expected to cause major economic disruption, the adland stalwart has joined existing investors by supporting a £15m series B funding round from cookieless alternative and digital identity-provider 1D5.
Since its launch in 2017, ID5 has been on a mission to provide safe and scalable technology that makes advertising addressable.
The business hopes Sir Sorrell’s investment will allow it to innovate and expand its mission to support the advertising ecosystem by powering addressable and measurable advertising across all channels.
“The data landscape has shifted hugely with the slow death of cookies, and ID5 has emerged from the disruption with a winning formula to enable brands to amplify the value of their data,” said Sorrell, who is also the co-founder at S4S Ventures.
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“The company has demonstrated that its innovative technology allows advertising to be targeted, while respecting customer privacy and preferences. It draws on European roots and GDPR experience to offer a more sophisticated approach to data privacy, while helping brands get maximum return on their advertising investments.”
Information and insights company TransUnion also invested into the funding series.
Head of marketing solutions Michael Schoen described the move as a “powerful combination for reaching authenticated and unauthenticated audiences”, saying it provides marketers with a “much-needed solution in the post-cookie world”.
“ID5 has built a scalable and efficient identity solution to support digital advertising in a post-cookie world,” said S4S co-founder and managing partner Sanja Partalo.
“Its focus and ability to execute has enabled it to reach the highest level of adoption in the market. We are delighted to support ID5 as it continues to innovate and shape the future of digital advertising.”
