Joseph Quaglia is joining ID5, the leading independent identity solution for digital advertising. As ID5’s very first US-based hire, Quaglia will lead commercial discussions with the major players across the ad-tech and martech ecosystem globally.

As the deadline for deprecation of third-party cookies and MAIDs fast approaches, Quaglia will help ID5 to meet its growth potential by building a first-class commercial function to accelerate adoption of the identity infrastructure by new business targets. With the US already established as ID5’s largest market, generating 50% of its revenue, Quaglia’s appointment will allow ID5 to grow even further and continue to extend its client base globally.

Founded by Mathieu Roche, Scott Menzer and Pierre-Antoine Durgeat, ID5 launched in 2017 and secured a “series A” funding round of USD $6m (£4.3m) in March 2021 with the support of investors Alliance Entreprendre, Progress Ventures and 360 Capital Partners. The universal identity specialist provides the advertising ecosystem with a transparent, scalable and privacy-compliant identity infrastructure.

Joseph Quaglia

Quaglia possesses over ten years of experience from digital technology companies, including IRIS.TV, Integral Ad Science and Lijit Networks (now Sovrn). With IRIS.TV, Quaglia led strategy, sales and business development efforts for their data partnerships. And as one of the early employees at IAS, he was part of establishing verification as a mature ad tech sector and a ‘must have’ solution for both the buy-side and sell-side of the industry. Quaglia also assisted in opening up new revenue channels for IAS across programmatic, in-app and Walled Gardens verticals.

Mathieu Roche, co-founder and CEO at ID5, comments: “Joseph brings a wealth of experience in driving revenue, leading strategy and sales and managing partnerships to our growing team at ID5. His experience and attitude will allow him to develop strong partnerships with the leading global ad tech and martech players. We now have less than 12 months until the deadline for when third-party cookies are to be deprecated from Chrome, and we are excited to have Joseph joining us to enable ID5 to continue scaling its operations and meet the demand of the cookie-less future”.

Joseph Quaglia, VP sales & business development at ID5, comments: “I am looking forward to leveraging my experience in commercial strategy and partnerships to provide the ad tech industry with a solution for the most critical issue it is facing: tackling the identity crisis. While I have worked extensively to ‘open up’ the Walled Gardens for third-party measurement and targeting, it has become clear that the advertising industry needs solutions outside of the Walled Gardens to truly thrive while maintaining healthy privacy standards for consumers. ID5 has established a reliable solution to this challenge and benefits from a strong reputation throughout the digital advertising industry. I am thrilled to join the team and lead their go-to-market effort in the US and beyond”.

As ID5 continues to grow, so do its expectations of adding more members to its team over the next few months to increase the level of service it provides to its clients and support them in transitioning to a cookie and MAID-less world.