Joanna Burton is joining ID5, the London-based adtech firm, which specialises in shared identity infrastructure, as Chief Strategy Officer.

Reporting into CEO and co-founder Mathieu Roche, Burton, formerly VP European Strategy at video ad monetisation platform, SpotX, will create a go-to-market strategy to drive revenue, strengthen partnerships with premium publishers and accelerate the company’s international expansion.

Founded by Mathieu Roche, Scott Menzer and Pierre-Antoine Durgeat, ID5 launched in 2017 with backing from 360 Capital Partners.

The digital identity specialist provides a solution to reduce the number of synchronisation pixels for websites and improve match rates for ad tech platforms to increase monetisation of audiences and inventory in programmatic advertising.

Customers include more than 35 ad tech platforms, such as Adform, Smart and Eyeota reaching more than 2.5 billion devices per month around the world.

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Burton brings 25 years of experience from companies including Rubicon Project, Microsoft, AOL, Dailymotion,, Blue Barracuda, Omniture(now Adobe) and AppNexus.

“Joanna Burton brings a deep understanding of the ad tech landscape, both in Europe and America to our leadership team”, said Mathieu Roche, co-founder and CEO of ID5.

“Over the past twenty-five years she has advised several agencies, digital publishers, ad networks and ad tech platforms and helped grow the independent advertising technology industry.

Understanding challenges
“Her experience gained at digital publishers as well as Supply-Side Platforms has enabled her to understand the monetisation challenges publishers face and how these challenges can be addressed by ID5’s shared identity solutions.

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“This knowledge and experience will reinforce the ID5 management team along with her drive, vision and expertise.”

Commenting on her new role, Burton said: “I am passionate about advertising technology, working with smart people to find innovative approaches to industry problems.

ID5’s impressive growth across Europe is testament to the need for a workable identity solution to increase match rates, and thereby revenue, for media owners and ad tech platforms.

“The timing is significant as the industry is under increasing pressure from a regulatory and competitive standpoint.

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“In addition, the company has put together an extraordinary team including Morwenna Beales from Rubicon Project and Adam Rowley from Oracle, led by Mathieu Roche with whom I worked in the past.”

The position will be on a part-time basis and Burton will also advise other companies including independent video company, JW Player and advertising software company, Beeswax.

She will also continue to invest in and mentor start-ups such as SBDS, RevConnect and Rail Repay.

ID5’s board of directors is composed of François Tison, Partner, and Alexandre Mordacq, Principal of 360 Capital Partners, as well as Pierre-Antoine Durgeat and Mathieu Roche, co-founders and Anthony Rhind, Chief Operating Officer at Beamly, a Coty-owned company.