Optable, a SaaS data management and collaboration solution, has partnered with ID5, an identity provider for the digital advertising industry, to help publishers and marketers overcome key challenges in targeted advertising.

This collaboration integrates ID5 into Optable’s real-time Identity Resolution solution (the process of forming identity clusters from identifier profiles that have been uploaded to Optable from sites, applications and other sources). This allows publishers to increase the addressability of their audiences by using the ID5 ID to augment their private identity graphs. In addition, the ID5 ID will be available within Optable’s Data Collaboration solution, enabling both publishers and advertisers to use ID5 as a privacy-safe identifier to plan and buy media through clean rooms.

“The adtech industry is shifting towards data collaboration as the go-to method for advertisers to connect with their key audiences while maintaining privacy standards,” ID5 CEO Mathieu Roche said. “This collaboration with Optable streamlines addressability for both sides, acting as a bridge in the ecosystem. Additionally, it marks the first time ID5 has been integrated into a first-party identity resolution and data collaboration solution, setting an important precedent for future collaborations.”

This solution is available in all markets where ID5 and Optable are available, including Canada, the U.S. and the U.K.

ID5 was created to improve online advertising for consumers, media owners and advertisers, as well as to help publishers increase their revenues in a sustainable way. It is meant to provide a transparent, scalable, and privacy-compliant identity infrastructure.

Optable, meanwhile, makes it easy for advertisers and publishers to use their audience data to plan, trigger and measure advertising campaigns while protecting individual identities. Any partner can manage, share, analyze and activate data within an integrated and interoperable cloud application.

Previously, Optable partnered with Vividata to give advertisers the power to use rich data for targeting and campaign activation. And before that, it collaborated with Raptive to equip the publisher with identity management and data collaboration capabilities.