Rakuten TV brings ID5 IDs to its CTV inventory in addressability push
Rakuten TV has partnered with identity provider ID5 to improve addressability and measurement across its connected TV advertising inventory.
Announced via Rakuten TV Enterprise, the B2B arm said the integration will place ID5 IDs into its CTV supply, giving advertisers additional options to reach audiences and measure outcomes in privacy-safe ways as programmatic buying accelerates.
Rakuten TV said the move is designed to help agencies and brands activate richer audience segments and track campaign performance across devices, while maintaining consistency across its pan-European CTV footprint.
“As advertisers increasingly look to CTV for both scale and precision, addressability has become critical,” said Stuart Keith, VP, Global Ad Strategy & Partnerships at Rakuten TV Enterprise. “Our partnership with ID5 enhances addressability across our inventory in a privacy-first and scalable way, enabling advertisers to more effectively reach and measure audiences.”
ID5 said its privacy-first identity layer is designed to work across different CTV device types, helping publishers and buyers operate where traditional identifiers are limited.
“FAST and AVOD are rapidly becoming central to how brands access scale in CTV,” said Morwenna Beales, VP, Publisher Development at ID5. “By working with ID5, Rakuten TV is giving advertisers greater confidence in reaching and measuring audiences across premium streaming environments, helping drive stronger, more consistent results in CTV.”
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