• Outbrain, an AI-powered content discovery and recommendation platform, announced an integration of its platform with ID5, a customer identity provider specializing in digital advertising, to improve the customer addressability of its ad inventory. 

• The integration allows Outbrain’s users to access ID5’s first-party customer identifiers, enabling publishers to improve revenue lift and allow advertisers to conduct targeted advertising campaigns. This also enables Outbrain to be in compliance with data privacy regulations such as the GDPR and CCPA. 

• UK-based ID5 provides a range of customer identification solutions specialized for digital advertising. Its identity cloud allows users to exchange first-party customer signals and provide insights in a privacy-compliant manner. ID5’s solutions are used by demand-side ad platforms (DSPs), advertising agencies, and publishers including Adasta, CPEx, Semasio, and Adform. 

<ul><li> Analyst QuickTake: Outbrain joins a growing number of marketing automation firms that are taking proactive steps by adding customer identification solutions that do not rely on third-party cookies in a bid to meet the challenges posed by the elimination of third-party cookies from popular web browsers (scheduled to be eliminated from Google Chrome by end-2023). Other marketing automation firms across segments have followed suit in recent months. For instance, Magnite, one of the largest sell-side ad platforms (SSP), acquired Nth Party to enhance its audience identity solutions; Permutive, a customer data platform (CDP), made its first integration with Neustar , a provider of various customer identity and analytics solutions. Incumbents too, such as Salesforce, introduced a new AI (nicknamed Samantha) to its sales and marketing cloud capable of tracking anonymous profiles.</ul>