Verve Group and Scream Malmo increase reach by 21% by activating the ID5 ID via PubMatic

  • Posted by Alex Taylor
  • On Dec 07, 2021

Understanding and navigating the identity space can be a daunting task, but one thing we do know for sure is that time is limited in preparing for the cookie-less future. Google may have extended the cookie deadline, but this should be seen as more time to test and prepare for the inevitable: that a better infrastructure must be put in place for the sustainability of the digital advertising world.

One such solution for tackling the identity crisis that is gaining traction is that of the universal identifier. Universal identifiers present a highly effective and privacy-compliant solution to the addressability challenges created by the demise of third-party cookies. And this is especially apparent for identifiers using a variety of signals. Some forward-thinking companies are staying ahead of the curve and have started testing the efficacy of these solutions.

A recent case study conducted by PubMatic, Verve Group and Scream confirms that universal IDs are an incredibly viable and effective solution to the issue of addressability and measurement in the absence of third-party cookies.

Let’s take a closer look:

What was tested?

PubMatic partnered with Verve Group and Scream to reinvent mobile web addressability for a leading weight loss brand. To test the effectiveness of this partnership, A/B testing was implemented via private marketplace (PMP) deals on mobile web (iOS and Android) and desktop. Testing was split into two phases with the first phase having campaigns running without an identity solution and the second phase having ID5’s ID activated via PubMatic.

What were the results?

Results showed a 21% reach increase across all browser types once ID5’s ID had been activated. Verve Group and Scream Malmo also saw a 30% reach increase on mobile web, rising to 90% on iOS inventory.

The outcomes from this case study solidify the real value and success of universal identifiers as a viable identity solution for the new era of digital advertising. Our State of Digital Identity 2021 report published in May found that 43% of industry respondents were already involved with universal ID solutions and this number will continue to rise as we head into 2022.

To access the case study in full, click here.