ID5 Alternatives
Identity Resolution · 8 compared · Updated
Looking to replace ID5? These are the 8 closest Identity Resolution alternatives we track, ranked by reviewed capability overlap — the closest matches come first.
- Closest match
- Lotame
- Direct replacements
- 8 compared
- Pricing
- Enterprise · Custom
No referral fees. Ordering is by reviewed capability overlap, not who paid us.
What ID5 is, in short
European identity provider whose shared ID5 ID gives publishers and ad platforms a cookieless universal identifier. [De-facto European universal ID for the post-cookie open web.]
ID5 alternatives compared
Ranked by reviewed relationship first — a tool we've confirmed as a direct replacement outranks one that merely shares capabilities. Tools we've reviewed as complements to ID5 are excluded, because running both is not the same as replacing it.
Scroll the table sideways for switching effort and pricing →
| Vendor | Shared capabilities with ID5 | Switching effort | Pricing | Also strong in | Compare |
|---|---|---|---|---|---|
 Lotame 12 core capabilities | Ad Targeting / Retargeting Audience Activation / Sync Audience Segmentation +8 more | — | — | Data Marketplace | About Lotame |
 FullContact 4 core capabilities | Audience Segmentation Cross-device Matching Data Enrichment +3 more | — | — | — | About FullContact |
 LiveIntent 7 core capabilities | Ad Targeting / Retargeting Audience Activation / Sync Audience Segmentation +7 more | — | — | Campaign Management | About LiveIntent |
 Epsilon 11 core capabilities | Ad Targeting / Retargeting Audience Activation / Sync Audience Segmentation +6 more | — | — | Data Clean Rooms Journey Orchestration | About Epsilon |
 Experian Marketing Services 10 core capabilities | Ad Targeting / Retargeting Audience Activation / Sync Audience Segmentation +8 more | — | — | — | About Experian Marketing Services |
 Throtle 7 core capabilities | Ad Targeting / Retargeting Audience Activation / Sync Cross-device Matching +5 more | — | Enterprise | — | About Throtle |
 Acxiom 3 core capabilities | Cross-device Matching Data Enrichment First-party Data Onboarding +1 more | — | Enterprise | — | About Acxiom |
 Amperity 16 core capabilities | Ad Targeting / Retargeting Audience Activation / Sync Audience Segmentation +7 more | — | Custom | Predictive Scoring / Propensity Agent Interface (MCP / Tool API) | About Amperity |
What to look for in a ID5 alternative
ID5’s core capabilities — check each alternative for coverage of these before shortlisting:
- Cross-device Matching
- Identity Resolution / ID Graph
- Universal Ad ID
- Audience Activation / Sync
- Data Enrichment
- Data Unification / Profile Stitching
- First-party Data Onboarding
ID5 alternatives — FAQ
What is the best alternative to ID5?
Lotame is the closest match among the 8 Identity Resolution alternatives we track. The two records share 11 core capabilities (Ad Targeting / Retargeting, Audience Activation / Sync). The right choice depends on your existing stack — compare all 8 in the table above.
What should I look for in a ID5 alternative?
ID5’s core strengths are Cross-device Matching, Identity Resolution / ID Graph, Universal Ad ID. Prioritise alternatives that cover the capabilities you actually use, and that integrate cleanly with the rest of your stack — a replacement that doesn’t connect to your warehouse, CDP, or activation tools isn’t really a replacement.
How much do ID5 alternatives cost?
Pricing varies — alternatives here range across Enterprise, Custom. Check each vendor’s page for current rates.
Can I compare ID5 and Lotame side by side?
Yes. Drop both onto a canvas in Martech Stack Builder and see how each integrates with your warehouse, CDP, and activation tools — then score them against your actual requirements before deciding.
Compare the rest of the field
Evaluating more than one? These follow the reviewed substitute graph rather than the category shelf, so they cross categories where the tools genuinely compete.
Before you replace ID5, check what you already own
Teams usually find the overlap is not where they expected. Name the tools you run and the Instant Stack Audit maps which ones duplicate capability — inside Identity Resolution and across the rest of the stack.
Takes about two minutes. Your overlaps and a savings estimate are free — no sign-up. An email address unlocks the costed roadmap.
Browse all Identity Resolution vendors
Stack Builder’s Identity Resolution page compares every vendor we track in this category, with capabilities, pricing, and a head-to-head for the closest pairs.
View all Identity Resolution vendors →Evaluating ID5 alternatives? Do it in your stack’s context.
Drop ID5 and the alternatives onto a canvas, see how they integrate with what you already have, and score them against your actual requirements — not a generic feature list.
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