CASE STUDY: IDENTITY HUB

HOW A PREMIUM SALES HOUSE IN JAPAN IMPROVED PUBLISHER MONETIZATION WITH PUBMATIC

Since onboarding PubMatic’s Identity Hub, FourM has dramatically improved the monetization capabilities of its customers seeing lifts of up to 1.5x.

THE BACKGROUND

Parent company, AnyMind Group, was founded in April 2016 and has since expanded to 13 markets and 17 offices worldwide. As the sales house arm, FourM offers a consulting service and technical & operational support, including AnyManager, parent company AnyMind’s all-in-one publisher support platform for its customers.

These publisher customers rely on programmatic advertising for monetization; protecting this ad revenue is key.

THE CHALLENGE

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.

With the deprecation of the third-party cookie still on the horizon, despite a temporary reprieve — smart publishers are looking for ways to stay ahead of these industry changes.

FourM had initially used an industry-leading identity partner management solution but faced difficulties in implementing multiple IDs and measuring & reporting performance.

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 users to easily support multiple ID partners — ensuring buyers can recognize a publisher’s audience and bid accordingly.

By integrating Identity Hub with parent company AnyMind’s AnyManager platform, FourM could quickly and efficiently help their publisher customers adopt multiple alternative IDs, driving increases in their customers’ programmatc revenue at no additional cost. Through the self-service tool, FourM 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.

SUCCESS BY THE NUMBERS

By integrating Identity Hub into AnyManager, FourM saw significant uplifts in ad spend, bid rates, and match rates across their publisher customers.

1.5x

Average ad1

4.9x

Average
bid rate lift2

13x

Average
match rate lift3
Source: Data from September 2021
1Based on GeCPM from non-cookied Firefox and Safari traffic with identity data vs. non-ID traffic via PubMatic
2Based on non-cookied bid rate from Firefox and Safari traffic with identity data vs. non-ID traffic via PubMatic
3Based on match rates from Firefox and Safari traffic with cookied data vs. non-cookied ID traffic via PubMatic