Lowenstein Sandler represented TrueData, a top-tier U.S.-based identity graph company in its acquisition by ID5, the market-leading ID provider for digital advertising. The deal represents a major step forward in ID5’s growth strategy, significantly strengthening its presence in the U.S. and broadening the value it can deliver to partners worldwide.
TrueData is a leader in independent identity resolution, offering data enrichment and identity resolution solutions to clients focused on cookieless addressability at scale. By bringing in TrueData’s graph, ID5 is expanding its operations in the U.S. and strengthening its Adaptive Identity technology with new datasets and expertise. The combination of TrueData’s graph and expertise with the GDPR compliant ID5 Graph, and its scaled alternative ID creates a unique proposition in the market, connecting offline data with the largest online reach to strengthen recognition, activation, and measurement across channels.
Many companies already use both ID5 and TrueData products independently. The merger will bring these offerings together into one unified solution, removing complexity and unlocking greater value for shared clients.
Following the acquisition, the merged companies will operate under the ID5 brand name and be guided by its established privacy principles and governance frameworks. The combined team of around 80 employees across North America, Europe, and Asia strengthens ID5’s ability to serve clients globally, ensuring local expertise, faster support, and greater impact.
Progress Partners acted as exclusive financial advisor to TrueData in this transaction.
The Lowenstein team included Brendan J. Koeth, Adam Dickson, Kristin V. Taylor, Darren Goodman, Jessica I. Stewart, James E. Gregory, Mark P. Kesslen, Manali Joglekar, Waleey Fatai, Nathan Shultz, Zachary Bocian, and Chynara Tolubaeva.
