9GAG adopts ID5 ID for monetisation of ‘cookieless’ users

  • Posted by Alex Taylor
  • On Jan 28, 2022

9GAG, the online platform and social media website, is partnering with ID5, the leading identity solution for digital advertising. This collaboration will enable advertisers to reach and optimise users accessing 9GAG across all browsers with targeted and relevant advertising campaigns.

Founded in 2008 and based in Hong Kong, 9GAG offers a wealth of digital content and popular memes with considerable site traffic. It is backed by a group of great angel investors from leading Silicon Valley venture capitalists, including True Ventures and Greycroft Partners. Ad-funded, the company will be able to monetise every impression across all platforms including ‘cookieless browsers’.

“We have highly engaged audiences visiting the site and apps regularly but as there are growing privacy concerns and ongoing cookieless changes, it is very challenging for us to provide advertisements that suit the interest of each user. ID5’s IdentityCloud technology enables us to create identifiers to be passed through the ad tech ecosystem to advertisers, without sharing any data, benefiting both 9GAG users and advertisers at the end of the day” says Andrew Wu, Programmatic Manager at 9GAG.

Joanna Burton, Chief Strategy Officer at ID5, adds, “9GAG has millions of daily visitors sharing user-generated content and propagating memes. The company monetises through advertising yet it is becoming increasingly difficult to identify individual users on mobile and browsers where cookies are blocked. Implementing ID5 will facilitate targeting, optimisation and attribution for advertisers efficiently and effectively at scale.”

ID5’s IdentityCloud technology solves the complexity of identification by offering privacy-first user recognition and measurement capabilities. Publishers across APAC and their partners can operate more efficiently and better monetise their audiences, even in cookieless environments.

Through its encryption mechanism, ID5 respects and protects both publishers’ and users’ data by ensuring that their data is accessed by authorised monetisation partners only.