Future-proofing addressability and combatting signal loss: Unity Exchange Integrates ID5

May 20, 2026|3 Min

As identity and addressability continue to evolve beyond cookies and MAIDs, maintaining a clear view of the consumer journey remains a major challenge for programmatic buyers. Unity’s partnership with ID5, an industry-leading privacy-first identity provider, aims to solve this challenge by bringing interoperable addressability across Unity Exchange.

This integration is another major step in Unity’s efforts to accelerate advertiser participation in the mobile gaming ecosystem. By leveraging the ID5 ID, advertisers can now reach high-value gaming audiences with the precision required for sophisticated omnichannel campaigns without relying on cookies or MAIDs. ID5 is now available across North America, LATAM, UK/EMEA and APAC.

Solving the Signal Challenge in Mobile Gaming

The transition to a privacy-centric world has hit mobile gaming particularly hard. For too long, the lack of consistent signals has forced advertisers to treat gaming as a separate silo. ID5 changes that by providing a universal, encrypted identifier that bridges the gap between fragmented mobile environments and the rest of the digital world.

By making ID5 available across the Unity Exchange, we are giving brands a way to:

Scale Beyond Legacy IDs: Reach audiences effectively even in environments where traditional identifiers are restricted across the globe.
Maintain Privacy-by-Design: Utilize ID5’s encryption-based technology designed to help partners meet global regulations.
Optimize Bidding Efficiency: Provide DSPs with the necessary signals to value gaming inventory accurately, designed to improve ROI for buyers and higher yield for gaming publishers.

"Gaming has become a core component of the modern media mix, and it requires the same level of sophisticated addressability as any other channel. Our partnership with Unity is a practical step in extending ID5’s adaptive identity framework to this growing environment. By working together, we’re helping to ensure that omnichannel advertising remains consistent and effective, providing a reliable way for developers and brands to connect while maintaining a high standard of user privacy."

MATHIEU ROCHE / ID5Co-Founder & CEO

Setting the Standard for Mobile Gaming

Consumer attention is increasingly fragmented across TV, mobile, and multi-screen experiences, making it more difficult for advertisers to capture sustained attention through traditional channels. At the same time, evolving identity and addressability standards are creating new challenges around audience recognition and cross-channel activation. As a result, mobile gaming has become a must-buy media channel for advertisers. Why? Because mobile gamers aren’t just “users” - they are an attentive, leaned-in consumer audience in a media form that is resilient to AI-driven consumer changes.

As mobile gaming becomes a more critical part of omnichannel media strategies, ensuring that Unity’s mobile gaming inventory is interoperable with identity frameworks that programmatic advertisers rely on is essential to making it a first-class addressable channel, rather than a separate, niche investment.

"Our goal is to remove the friction between identity, audience, and activation. Mobile in-app should have the same addressability and measurement opportunities as web or CTV at this point, and ID5 helps us get one step closer across the globe. By supporting ID5, we are enabling a more transparent and efficient marketplace where brands can buy mobile gaming inventory with the same confidence and clarity they have on the most advanced web and CTV platforms, driving incremental and differentiated demand to the mobile gaming ecosystem."

CHRIS FEO / UNITYSVP Sales & Partnerships, Programmatic

Activate Today

The ID5 integration is now live across the Unity Exchange. Advertisers can immediately begin leveraging ID5-enabled signals to power their programmatic mobile gaming buys.

Ready to sharpen your mobile signal? Contact your Unity account representative to get started.

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