In part a response to the rise of consumer privacy regulations, digital advertising tech company PubMatic has launched a new ID-agnostic identity management solution called Identity Hub.

Identity Hub is a software management layer that works to boost publishers’ programmatic monetization efforts by extending Prebid’s open source User ID module.

In the absence or decrease of third-party cookies, buyers using Identity Hub are able to recognize a publisher’s audience and bid more on its inventory through multiple IDs supported for each ad impression. As a result, publishers can maximize revenue and buyer campaign performance.

Major partner IDs like IAB DigiTrust, The Trade Desk Unified ID, ID5 and LiveIntent, and any other existing or future Prebid User ID module integration, are able to be leveraged through Identity Hub.

Built-in analytics and reporting track the incremental value of each partner ID and the implementation and configuration of partner IDs are easily managed through an intuitive UI.

“As the digital advertising ecosystem urgently looks for consumer-friendly audience addressability solutions, the rapid expansion of ID choices is creating growing complexity. Buyers and publishers need less confusion, not more,” explained Ankur Srivastava, director of product management at PubMatic.

Identity Hub is pre-integrated with PubMatic’s Prebid-first wrapper solution OpenWrap. It is also available as a standalone solution.

By Melynda Fuller, originally published in MediaPost