As the industry evolves and experiences greater signal loss, channel fragmentation and increased privacy regulations, ID5 and Horizon Media today announced the partnership between ID5 and Horizon Media’s HorizonOS, the industry’s first operating system built on an open ecosystem of partners. This partnership will provide a powerful solution to the complex identity landscape by integrating ID5’s adaptive identity service into HorizonOS’s marketing intelligence platform, Blu, to provide advertisers with higher omnichannel match rates and actionable insights to drive stronger media performance . Delivered via the TransUnion identity spine, the integration will go live for all Horizon Media’s advertiser clients by April 2026.
“We built HorizonOS on the simple premise that an open ecosystem of partners, ideas and human experts spur greater innovation, and ultimately growth for our clients”” said Jeremy Flynn, EVP, Head of Product at Horizon Media. “We’ve always prioritized openness, privacy, and transparency in our data strategy, and ID5 is the right partner to help us scale our reach and improve the quality of our audience connections. This partnership will translate directly into even better campaign performance for our clients, giving them a competitive edge as the industry moves beyond traditional identifiers.”
As the digital advertising landscape continues to grapple with signal loss, this partnership provides a timely and powerful solution. In an early test, Horizon collaborated with OpenX, TransUnion, and ID5, delivering a double digit lift in unique IDs per bid request, and a comparable lift in engagement metrics. These results demonstrate the power of the integration to enable cleaner matches and more cost-effective ad spending.
“We’ve always believed the best solution for identity is the most open solution for advertisers and publishers.” said Mathieu Roche, co-founder and CEO of ID5. “We’re excited to partner with HorizonOS’s Blu Platform to deliver the most scaled open identity solution and graph to advertisers worldwide.”
ID5, founded in 2017 by Mathieu Roche and Pierre-Antoine Durgeat, has integrated its adaptive identity solution with over 100,000 media partners to date. This announcement adds sizable demand adoption to its solution, driving efficiency and performance for both publishers and advertisers alike. Additionally, this integration announcement comes just weeks after ID5 completed its acquisition of identity graph company TrueData.
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