activates Universal ID from ID5 to provide ‘cookieless’ identification

  • Posted by Valbona Gjini
  • On Sep 21, 2020

Advertisers can target, frequency cap and measure performance in a privacy-compliant manner without using third-party cookies 

Munich and London, 16 September 2020, –, the largest advisory community in Germany, is integrating with ID5. the independent identity solution for digital advertising, to enable ‘cookieless’ identification.  Brands and their agencies using Universal ID will be able to target, frequency cap, and measure campaign performance in browsers where cookies are blocked.  The site, which has 20 million unique users per month, aims to improve performance from Safari and Firefox traffic in the short-term, and to prepare for the coming changes in Chrome., which is wholly owned by Holtzbrinck Digital GmbH, will create and distribute a shared, privacy-compliant first party identifier, provided by ID5, to their advertisers.  The site provides a free platform for people to share and discover knowledge, experience and opinions, funded by advertising.  Since its launch in 2006, over 80 million answers have been provided to more than 21 million questions. 

Martin Pichler, Director Programmatic and Sales at Gmbh, comments, “The advertising industry has been relying on third-party cookies, which are now under the spotlight with the regulators and being removed by the browsers.  ID5 offers a privacy-compliant alternative that works for the demand-side and will ensure we can continue to offer a free platform for users.”

Joanna Burton, Chief Strategy Officer at ID5, adds, “ has significant reach in Germany and a highly engaged audience connecting and sharing knowledge.  As a company they have similar values to ID5 including a commitment to the open internet.   We are pleased to help make advertising work for their consumers, as well be effective for their advertisers and provide a reliable way to sustain their business.” has implemented the Transparency and Consent Framework 2.0 from the Internet Advertising Bureau which integrates with ID5’s privacy-by-design approach to user identification to ensure ads are only shown to users who consent to advertising.  The technology will also protect the site from data leakage and other issues caused with the use of third-party cookies. joins a community of publishers that have already started leveraging ID5’s Universal ID service including MailOnline in the UK, Prisma Media and Le Figaro in France, DPGMedia in the Netherlands and Cafe Media and Advance Local in the United States.  ID5’s Universal ID solution now reaches more than 400 million unique users per day on over 100,000 websites around the world.

About ID5

ID5 is the shared identity infrastructure designed to improve user recognition in a privacy-compliant way. ID5’s solutions improve match rates between platforms and allow user identification in browsers where 3rd party cookies are blocked. ID5 enables publishers to better monetize their audiences and allows ad tech platforms to operate more efficiently and maximize the value of data and inventory.

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


gutefrage ist the biggest Q&A platform in the german speaking market. For over a decade, any gutefrage user has been able to quickly find solutions to everyday questions and problems in the categories of Money & Finance, Health & Medicine, Computer & Technology, Beauty & Cosmetics, and Transport & Traffic around the clock.