HOW A POPULAR SOCIAL MEDIA PLATFORM IS IMPROVING MONETIZATION WITH PUBMATIC'S IDENTITY HUB
Since deploying PubMatic’s Identity Hub, 9GAG has improved their monetization, seeing lifts of up to ten times in ad spend.
THE CHALLENGE
With a global audience of over 200 million users and followers, 9GAG is a Hong Kong based social media platform, providing popular memes, breaking stories, GIFs and viral videos.
9GAG relies on programmatic advertising for monetization; protecting this ad revenue is key.
Audience addressability allows programmatic media buyers to recognize a publisher’s audience and bid more on its inventory, maximizing publisher revenue and buyer campaign performance. Without a suitable identity solution to allow for addressability, buyers typically decrease spend.
Following Google’s plans to phase out third-party cookies on the Chrome browser by 2022, 9GAG turned to PubMatic to help explore alternative identity solutions and solve for long term audience addressability in the absence of third-party cookies.
THE SOLUTION: IDENTITY HUB
PubMatic’s Identity Hub solution helps publishers improve programmatic monetization and helps demand partners increase campaign performance by improving addressability.
Built on industry-leading and trusted Prebid, and including an easy-to-use UI, analytics, and client support, Identity Hub enables publishers to easily support multiple ID partners — ensuring buyers can recognize the publisher’s audience and bid accordingly.
Using Identity Hub, 9GAG was able to quickly and efficiently adopt multiple alternative IDs — driving increases in programmatic revenue at no additional cost. Through the self-service tool, the publisher was able to test and learn the effectiveness of each ID solution available in Identity Hub.
Identity Hub is able to integrate with most identity partners and is currently adding more ID solution partners.