• by Ray Schultz , Yesterday

The Guardian has formed a global partnership with the identity provider ID5. 

This will improve audience addressability and deliver more effective advertising opportunities across The Guardian’s digital properties, the newspaper claims. 

With this partnership, The Guardian joins a growing list of premium publishers including CNN, EuroNews, and Future Today investing in identity solutions. 

“Adding ID5's identity layer to our tech stack will help us to better understand our readers, which means more strategic collaboration with our ad partners,” says Sara Badler, chief advertising officer, North America for The Guardian. “Our readers are an influential audience who have a deep affinity with our global brand. It is important to us to ensure an exceptional ad experience for them and deliver more meaningful and relevant opportunities for advertisers and marketers.” 

The Guardian is committed to an identity strategy that moves beyond obsolete signals like  third-party cookies to generate more resilient and effective advertising revenue. 

“The Guardian is a global leader in progressive, transparent publishing, and we’re proud to support their identity strategy,” says Morwenna Beales, vice president, publisher development, ID5. “This partnership reflects the evolution of digital identity toward a sustainable, privacy-first model that empowers publishers to take control of their audience relationships and future-proof their monetization strategies.”