LOS ANGELES — Independent advertising technology platform, PubMatic, shared insights from their implementation of The Trade Desk’s unified ID solution since integrating the ID onto its sell-side platform in December 2018. The results include increased match rate, cost efficiency in pixel call and cookie storage and a higher match rate with DSPs. The unified ID solution allows for increased coverage, more relevant advertising and faster load times, which benefit all parties from advertisers to consumers.
“The industry has come together to support a few IDs and we are all seeing the positive impact that this effort is having for our partners as well as the consumer.”
Following their adoption of the unified ID solution, PubMatic’s total match rate of cookie-able impressions reached 99.8%, a new benchmark for the industry. The Trade Desk’s solution resulted in improved match rates for other DSPs receiving the unified ID, with an average of 35% lift over proprietary cookies. Further, from an efficiency perspective, PubMatic has also been able to reduce cookie-storage and pixel synching calls by 80 to 90%.
Additional PubMatic analysis found that overall auction participation yielded 143% higher paid CPM for recognized users (i.e. where a cookie or device ID was present). Additionally, synchronized users were nearly two times as likely (+95%) to be bid on, resulting in higher fill rates for those users.
“Together, we believe that the efficiency of the independent Internet benefits from going from many to few IDs across the ecosystem,” said John Sabella, Chief Technology Officer, PubMatic. “Publishers need alternatives outside of the walled gardens and we support the privacy-conscious solutions that buyers adopt to deliver that outcome. The results prove that identity tools like the unified ID solution are imperative to put more power in the market’s hands and enable the continued success of all players within the programmatic ecosystem.”
Adoption of the free unified ID solution allows all parties across the supply chain (SSPs, DSPs, DMPs and data providers) to utilize The Trade Desk’s cookie footprint to increase their own cookie coverage across the global independent internet.
“The results from PubMatic prove the significant advantages of the unified ID solution,” said Brian Stempeck, Chief Strategy Officer, The Trade Desk. “The industry has come together to support a few IDs and we are all seeing the positive impact that this effort is having for our partners as well as the consumer.”
For more on information please visit the unified ID solution site.
PubMatic is a digital advertising technology company for premium content creators. The PubMatic platform empowers independent app developers and publishers to control and maximize their digital advertising businesses. PubMatic’s publisher-centric approach enables advertisers to maximize ROI by reaching and engaging their target audiences in brand-safe, premium environments across ad formats and devices. Since 2006, PubMatic has created an efficient, global infrastructure and remains at the forefront of programmatic innovation. Headquartered in Redwood City, California, PubMatic operates 13 offices and six data centers worldwide.
PubMatic is a registered trademark of PubMatic, Inc. Other trademarks are the property of their respective owners.
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.