The Guardian is shifting to a privacy-centric advertising model by partnering with ID5, signalling a major industry move away from third-party cookies to ensure targeted yet privacy-compliant digital campaigns amidst evolving regulations.
The Guardian is advancing its online advertising approach by adopting a “privacy-first” strategy, moving away from reliance on third-party cookies. This shift is intended to enhance campaign performance consistency and effectiveness while preserving a high-quality advertising experience for its readers. The decision is part of a broader industry trend where publishers seek to balance user privacy with robust monetisation models amid increasing regulatory constraints on data sharing.
Guardian News & Media (GNM), which describes itself as one of the largest English-speaking quality news websites globally, is notable for offering free access to its content without a paywall. However, it is reportedly considering a “consent or pay” subscription option as part of future monetisation efforts. The publisher’s digital audience has grown markedly outside the UK since launching editions in the US and Australia in 2011 and 2013, respectively. Presently, international users account for approximately two-thirds of its total digital readership.
Central to The Guardian’s privacy-focused advertising evolution is its new global partnership with identity provider ID5. This collaboration aims to improve audience addressability across The Guardian’s digital platforms, enabling more impactful advertising opportunities without compromising reader privacy. By integrating ID5’s identity layer into its technology stack, The Guardian aspires to foster a deeper understanding of its audience, allowing for more strategic partnerships with advertisers and delivering ads that are meaningful and relevant to its influential and engaged readership.
Sara Badler, the Guardian’s chief advertising officer for North America, highlighted the importance of maintaining an exceptional ad experience for readers who have strong connections to the global brand. Meanwhile, Morwenna Beales, ID5’s vice-president of publisher development, praised The Guardian as a pioneer in transparent and progressive publishing, noting that the partnership signifies a move towards sustainable, privacy-centric digital identity solutions. These solutions enable publishers to control their audience relationships better, thereby future-proofing their monetisation strategies as third-party cookies phase out.
This development aligns with the wider industry response to evolving privacy norms and legislative pressures. For instance, the Professional Publishers Association (PPA) recently called on the UK Government to relax data sharing regulations to help publishers deliver more personalised advertising experiences. Although The Guardian is affiliated with the News Media Association rather than the PPA, regulatory changes benefiting data utilisation would likely aid all publishers navigating this new landscape.
The Guardian’s strategy is further supported by advances in its technological infrastructure and audience engagement efforts. Earlier in 2025, the publication launched a major revamp of its mobile app and homepage, designed to enhance the user experience—especially for the predominantly mobile readership, which constitutes about 75% of its audience. New features include more personalised content delivery, improved audio accessibility with dedicated podcast sections, and wider access to previously premium content, all contributing to stronger reader relationships and a richer showcasing of its journalism portfolio.
Since 2015, The Guardian has cultivated a strong international presence, offering distinct editions tailored for the UK, Europe, the US, Australia, and International readers. This global outlook underpins its advertising approach, ensuring content and commercial strategies meet the expectations of diverse regional audiences. The international homepage, curated continuously by editorial teams in London, New York, and Sydney, serves a significant overseas user base, further reinforcing the importance of targeted and privacy-conscious advertising solutions.
Industry data shows that ID5’s role in the ecosystem echoes broader shifts already underway, such as its earlier partnership with CafeMedia in 2020, which delivered cookie-less identification capabilities to thousands of publishers. Such collaborations are critical as the digital advertising market adapts to stringent privacy rules and the eventual disappearance of third-party cookies, demanding innovative approaches that respect user privacy while maintaining publisher revenues.
In summary, The Guardian’s move to scrap third-party cookies in favour of a privacy-first identity strategy, facilitated by its partnership with ID5, represents a strategic effort to safeguard its advertising revenues in a changing regulatory environment. By focusing on privacy-compliant, data-smart advertising solutions, The Guardian aims to sustain commercial growth while delivering a superior user experience aligned with its global brand values.
📌 Reference Map:
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The narrative was published on September 16, 2025, with no earlier substantial matches found. The Decision Marketing report is the earliest known publication of this specific content. The Guardian’s previous articles on similar topics date back to June 2022, indicating this is a fresh development. ([theguardian.com](https://www.theguardian.com/technology/2022/jun/17/uk-plan-to-scrap-cookie-consent-boxes-will-make-it-easier-to-spy-on-web-users?utm_source=openai)) The Decision Marketing report is based on a press release, which typically warrants a high freshness score.
Quotes check
Score:
10
Notes:
Direct quotes from Sara Badler and Morwenna Beales in the Decision Marketing report do not appear in earlier material. No identical quotes were found in prior publications, suggesting the content is potentially original or exclusive.
Source reliability
Score:
7
Notes:
The Decision Marketing report originates from a single outlet, which may raise questions about its reliability. However, the report is based on a press release, which typically warrants a higher reliability score.
Plausability check
Score:
9
Notes:
The claims about The Guardian’s shift to a ‘privacy-first’ ID strategy align with industry trends and are plausible. The report includes supporting details from the press release, enhancing its credibility. The language and tone are consistent with typical corporate communications.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative presents fresh and original content, with no evidence of recycled material. The quotes are unique, and the source, while a single outlet, is based on a press release, which typically warrants a higher reliability score. The claims are plausible and supported by details from the press release. The language and tone are consistent with corporate communications.
