ID5, an identity provider for digital advertising, has secured a Series B funding round of $20 million, with new investors TransUnion and S4 Capital's S4S Ventures joining existing investors Progress Ventures, Seventure Partners, 360 Capital Partners, Axio, and Aperiam Ventures.

"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 S4 Capital Group Executive Chairman, Sir Martin Sorell.

Sanja Partalo, Co-Founder and Managing Partner of S4S Ventures, and Michael Schoen, EVP and head of TruAudience marketing solutions at TransUnion, have joined the ID5 board of directors.

The company claims it is the largest investment to date in the identity space, coming at a critical time for digital advertising, with increasing digital media investments, regulatory scrutiny, and the final stages of cookie depreciation.

"ID5 has been receiving unprecedented levels of support from investors and interest from partners," said ID5's CEO and Co-Founder, Mathieu Roche.

Since its launch in 2017, ID5's identification service has been adopted by thousands of publishers, advertisers, and ad tech platforms. The company's services have seen a surge in demand due to the anticipated end of cookies in 2024, with almost 50% of online advertising transactions are supported by ID5's solutions.

"As an early investor and continued supporter, TransUnion sees significant value in ID5's approach-validated by both buy and sell side adoption," said Schoen.

ID5 was created to improve online advertising for consumers, media owners, and advertisers, with the ultimate goal of helping publishers grow sustainable revenue. The company provides a transparent, scalable, and privacy-compliant identity infrastructure.

"ID5 has built a scalable and efficient identity solution to support digital advertising in a post-cookie world," said Partalo.

S4S Ventures is a venture capital firm that invests in early-stage companies focused on transforming the Marketing and Advertising sector through digital innovation. TransUnion is a global information and insights company with over 13,000 associates operating in more than 30 countries.