PubMatic launches an Identity Hub integrating over 10 partner IDs

PubMatic last week launched an Identity Hub. According to PubMatic, the Identity Hub is an enterprise, ID-agnostic identity management solution, that extends Prebid’s open-source User ID module, making it easier for publishers to monetize programmatically and ensure buyers can recognize and bid on their desired audiences as third-party cookies become more restricted.

PubMatic’s Identity Hub is pre-integrated with OpenWrap, PubMatic’s Prebid-first wrapper solution.

“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. “By extending the leading open-source code from Prebid, PubMatic’s Identity Hub addresses this challenge by simplifying the use of multiple IDs in an intuitive, easy-to-manage solution.”

PubMatic Identity Hub is a software management layer built on top of Prebid’s User ID module that enables publishers to support multiple IDs for each ad impression.

The benefits of PubMatic Identity Hub

• Leverage any existing and future Prebid User ID module integration, including over 10 major partner IDs such as IAB DigiTrust, The Trade Desk Unified ID, ID5, and LiveIntent;
• Manage implementation and configuration of partner IDs through an UI;
• Track the incremental value of each partner ID with built-in analytics and reporting;
• Increase programmatic ad revenue by ensuring digital ad buyers can recognize the publisher’s audience and bid higher for inventory.