ID5, the independent identity solution provider, announces the appointment of media executive Ana Milicevic as adviser and member of its board of directors.

Ana Milicevic is an entrepreneur, media executive and digital data innovator who has held key leadership roles across product, strategy, technology, and services at a wide range of companies, including Adobe and SAS. Today, Milicevic is the co-founder and principal of Sparrow Advisers, a strategic consultancy helping marketers and C-suite executives navigate the data-driven ad tech and martech waters and solve complex cross-functional business challenges.

Ana Milicevic’s comprehensive experience working with early-stage startups, high growth scale-ups, and established global companies, as well as her deep knowledge of the ad tech and mar tech sector, will help ID5 shape and deliver its strategic goals.

Ana Milicevic, Sparrow Advisers’ co-founder and principal adds “I believe that ID5 is addressing a fundamental challenge in our industry. The fact that they are a pure Identity solution provider - without any involvement in media or data trading - is a big advantage. It enables ID5 to have a holistic approach to identity in building solutions applicable to all digital advertising environments that benefit anyone operating in the Open Web. I’m thrilled to be joining ID5’s board at such a pivotal time, both for the company as it gears up to scale globally, and for the larger digital advertising ecosystem as it seeks to reinvent itself in the platform era.”

Ana Milicevic

Mathieu Roche, ID5’s co-founder and CEO adds “We are very happy to benefit from Ana’s vision as we build up ID5’s capabilities to support digital advertising on the Open Web. Her experience and her perspective on the market are unique and will greatly help us navigate the dynamic of the identity landscape. Being based in North America but having a strong European background, she is the perfect link between Europe, where ID5 achieved the leading market share for Identity, and North America, our current focus area as we strengthen our presence and expand our business in the region.”

ID5 recently received a Series A funding round, led by Alliance Entreprendre and Progress Ventures. The new investors joined early-stage backers 360 Capital Partners and Math Capital in support of ID5’s strategic vision, privacy-by-design technology and inclusive offering, that benefits all publishers, advertisers and technology platforms operating in the Open Web.

The investment, combined with ID5’s experienced team and renowned board of advisers - which now includes Ana Milicevic alongside Antoine Bodet from Alliance Entreprendre, Adriaan Zur Muhlen, from Progress Ventures and François Tison, from 360 Capital - gives the identity specialist an edge. It also puts ID5 in the best position to achieve its mission to create an identification infrastructure that respects users’ privacy choices and supports media owners and their partners in their efforts to stay competitive in a marketplace dominated by tech giants.

Ana Milicevic recently joined ID5’s podcast series “Future-proofing digital advertising”, hosted by Mathieu Roche. In the second episode of the series, Milicevic shared her views and perspective on the most exciting innovation areas in the digital advertising space, its most pressing challenges, as well as her advice on how we can ensure that the industry grows sustainably.