Have you ever wondered what your unique ID5 user ID looks like? I recently got a glimpse of it — a string of letters and numbers — after speaking with Mathieu Roche, CEO at ID5.

The company has announced an integration with OpenX based on a trend — the bigger role taken on by supply-side platforms.

Initial tests around the integration found that when the ID5 ID is present, OpenX deals delivered a 58% increase in reach across Apple’s browser Safari on desktop.

When looking at this on mobile devices, OpenX saw a 37% increase in reach on the mobile web compared with cookie-only traffic

This OpenX partnership is one of several that the company will soon announce. This should help protect publisher revenue and support buyers to attribute and scale their campaigns regardless of the loss of signals.

ID5 now sees more of its IDs than cookies, Roche says. The industry has been talking about the deprecation of cookies for quite some time, but he’s more excited about the next step.

The company has begun to make identity addressable and targetable in media like audio, podcasts, and television, as well as mobile apps, by expanding what ID5 can do.

ID5 has moved beyond the idea of scale. Now there is also a focus on frequency capping, targeting and optimization of campaigns.

I asked Roche whether ID5 customers drive the company’s innovations. He responded: “Not much — because we are solving a problem that not many know exists outside of the web.”

When innovation arises, people do not always know they need the tool. Roche said if we were to “ask people in the 1800s what they wanted, many might have said a bigger and faster wagon,” he said. “They didn’t know they needed a car.”

He said the company is not extending the lifetime of cookies — but rather, ID5 is inventing something new.

Television might not use cookies, but the medium still has challenges in addressability that Roche believes ID5 can solve.

“It’s a way to solve existing problems,” he said. “You are developing something people are not expecting. It’s driving our vision to have a better method.” 

One-third of the market still does not work with ID5, but Roche is on a mission to change that.

Initial tests of the integration found that when the ID5 ID is present, OpenX deals delivered a 58% increase in reach across Apple’s Safari browser on desktop. But this integration is only the begining. The company wants to develop technology people do not expect.