CASE STUDY: IDENTITY HUB IN ACTION

HOW THAILAND'S MOST VISITED NEWS SITE IS IMPROVING MONETIZATION WITH PUBMATIC'S IDENTITY HUB

Since deploying PubMatic’s Identity Hub, Sanook.com has improved programmatic monetization, seeing lifts of up to 132% in ad spend.

THE CHALLENGE

In its twenty-third year of operation, Sanook.com is Thailand’s most visited news sites and is one of the longest operating local websites.

Sanook.com 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.

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. Sanook.com 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, Sanook.com 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.

Source: Based on data from June 2021
1Average lift in GeCPM on non-cookied Firefox and Safari traffic with identity data vs. non-ID traffic
2Average lift in bid rate on non-cookied Firefox and Safari traffic with identity data vs. non-ID traffic
3Average lift in fill rate on non-cookied Firefox and Safari traffic with identity data vs. non-ID traffic