HOW A PREMIUM JAPANESE NEWS PUBLISHER IS IMPROVING MONETIZATION WITH PUBMATIC’S IDENTITY HUB

Established in 1898, Kobe Shimbun is a leading Japanese daily newspaper based in Kobe, Japan. Kobe Shimbun has a range of widely read digital properties that are monetized via programmatic advertising; protecting this ad revenue is critical to its future success. Audience addressability is essential to ensure programmatic media buyers can recognize a publisher’s audience and bid more on its inventory, maximizing publisher revenue and buyer campaign performance. In the absence of a suitable identity solution, buyers typically decrease spend. Following Google’s announcement that it plans to phase out third-party cookies on the Chrome browser within the next two years, Kobe Shimbun needed to find alternative identity solutions to solve for audience addressability in the absence of third-party cookies. The publisher turned to PubMatic for help.

PubMatic’s Identity Hub helps publishers improve programmatic monetization and demand partners increase campaign performance through 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 IDs for each ad impression—ensuring buyers can recognize the publisher’s audience and bid accordingly-independent of device or platform. Using Identity Hub, Kobe Shimbun was able to efficiently adopt multiple alternative IDs on two of their digital properties—Daily Sports and Kobe Shimbun Next—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. Identity Hub is ID agnostic and currently adding more partners.