TrueData is a company.
TrueData has raised $16.0M across 3 funding rounds.
Key people at TrueData.
TrueData has raised $16.0M in total across 3 funding rounds.
TrueData is a US-based technology company specializing in independent identity resolution for digital advertising, helping AdTech providers, publishers, advertisers, and agencies enhance first-party data through data enrichment, activation, and cross-device linking of individuals and households.[1][2][6][8] Founded in 2013 in Los Angeles, it powers addressability for major players like The Trade Desk, Nielsen, and Experian, focusing on privacy-centric, cookieless solutions amid shifting data regulations.[1][2][8] TrueData emphasizes profitability, innovation, and scalable machine-learning-driven audience segmentation, recently acquired by ID5 in late 2025 to form a comprehensive global identity powerhouse combining offline data with online reach.[6][7][8]
The company serves enterprise data firms by resolving identities across channels, enabling precise targeting and measurement without cookies, while optimizing cloud costs for sustainable growth.[1][2][9]
TrueData was co-founded in 2013 in Los Angeles by Elliott Easterling, who served as CEO until 2022 and previously built Red Bricks Media, an Inc 500 digital marketing agency with offices in New York, San Francisco, and Hong Kong.[2] Easterling, with an MA from UCSD in International Affairs and a BA from Amherst College, aimed to enable enterprise addressability for top AdTech and data companies.[2]
Key leaders include Jon Durkee, President & COO, with a decade in business development for tech and data ventures like Legendary Entertainment and Fevo (serving clients such as the New York Yankees and Live Nation); and Nader Salehi, VP of Engineering, with 25+ years in scalable ad tech solutions at Magnite (Rubicon Project), Yahoo!, and Cisco, holding an MS in Computer Science from USC.[2] Early traction came from rapid development to capture market share in omnichannel identity resolution, prioritizing profitability while addressing cloud cost challenges through partnerships like Rackspace.[1] In November 2025, ID5 acquired TrueData, integrating its identity graph and products; TrueData's CEO Scott Conine and Durkee joined ID5 as Strategic Advisor and Chief Revenue Officer.[8]
TrueData rides the cookieless future trend in digital advertising, where phasing out third-party cookies demands independent, privacy-first identity solutions to maintain addressability and measurement.[2][6][8] Timing is critical amid GDPR, CCPA, and similar regulations pushing first-party data strategies, with TrueData's graph bridging offline-to-online data gaps for omnichannel targeting.[1][6][8]
Market forces like rising AdTech consolidation and AI-driven personalization favor its model, as enterprises seek scalable alternatives to Big Tech IDs.[8] The ID5 acquisition amplifies its influence, creating the industry's most comprehensive identity offering and setting standards for unified, global solutions that enhance ROI for publishers and advertisers.[6][7][8]
Post-acquisition, TrueData's platform will fully integrate with ID5's Adaptive Identity tech by 2026, expanding US operations, datasets, and client value through seamless product unification.[6][8] Trends like AI-enhanced graphs, stricter privacy laws, and multi-channel activation will propel growth, potentially dominating alternative ID markets as cookieless adoption accelerates.
Its influence may evolve from niche resolver to ecosystem enabler, powering next-gen ad strategies and redefining data ownership at scale—solidifying its role as a profitability-focused innovator in a fragmented landscape.[1][2][8]
TrueData has raised $16.0M in total across 3 funding rounds.
TrueData's investors include Sand Hill Angels, AperiamVentures, Asset Management Ventures, Math Capital, Brian O'Kelley.
Key people at TrueData.
TrueData has raised $16.0M across 3 funding rounds. Most recently, it raised $5.0M Series B in September 2018.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Sep 1, 2018 | $5.0M Series B | Sand Hill Angels | |
| Jan 1, 2018 | $8.0M Series B | AperiamVentures, Asset Management Ventures, Math Capital, Brian O'Kelley | |
| May 1, 2017 | $3.0M Series A |
