In a time when the digital advertising industry is grappling with signal loss and the future of third-party cookies, Index Exchange and ID5 are stepping up to offer a better path forward. Recently, Mathieu Roche, CEO of ID5, sat down with Paul Zoghvian, VP of Index Marketplaces at Index Exchange, to discuss how this partnership aims to solve some of the biggest addressability challenges marketers and publishers face today.

The backdrop? Google’s announcement that it will let Chrome users decide whether to allow third-party cookies adds yet another twist to the already complex identity landscape. But as Paul and Mathieu explain in their conversation, this doesn’t signal the end of progress. Instead, it’s fueling new innovation.

What ID5 and Index Exchange’s partnership means

Index Exchange, one of the largest independent ad exchanges in the world, is integrating the ID5 ID into its Index Marketplaces platform. This gives advertisers and publishers the ability to reach audiences across web, mobile, CTV, and audio environments without relying on outdated signals. With this integration, buyers can improve audience targeting at scale while publishers can boost the value of their inventory, all in a privacy-conscious way.

What makes the ID5 ID stand out is its focus on privacy and compliance. It’s built using a consent-based, encrypted framework that aligns with global privacy regulations. This ensures that consumer data is protected, even as advertisers and publishers gain the tools they need to stay effective in a post-cookie world.

Why this matters now

With the ad tech industry navigating shifting browser policies, evolving regulations, and changing consumer expectations, partnerships like this are more than a technical integration; they’re a signal of where the market is headed.

Watch the full conversation to hear how Index Exchange and ID5 are working together to drive innovation, scale, and privacy in digital advertising.

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