How-to guide: publisher installation of the ID5 ID via PubMatic’s Identity Hub

  • Posted by Valbona Gjini
  • On Oct 28, 2022

Next up in our distribution partner series, where we dive into exactly how you can integrate the ID5 ID via different platforms, we turn to PubMatic. If you know a thing or two about identity, you’ve probably heard about PubMatic’s Identity Hub.

What is PubMatic’s Identity Hub?

PubMatic (Nasdaq: PUBM) is an independent technology company maximizing customer value by delivering digital advertising’s supply chain of the future. PubMatic’s sell-side platform empowers the world’s leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices.

PubMatic’s Identity Hub is the leading ID management tool that publishers trust to easily implement, manage, and test the leading ID solutions. Identity Hub makes it easy for publishers to prepare for life without third-party cookies by activating many of the leading ID solutions in just a few simple steps, enabling programmatic activation and monetization from buyers. Only with Identity Hub can publishers help buyers recognize and reach their desired target audiences across myriad alternative ID’s, not only helping both sides understand what unique ID’s perform best, but ultimately boosting campaign performance, ROI and publisher yield. 

Why should publishers work with IdentityHub?

By working with IdentityHub, publishers are able to:

  • Simplify the complex alternative identifier market. Manage, implement and configure multiple partner IDs through an easy to use, self-serve UI. 
  • Easily understand what drives success. Robust testing capabilities with detailed reporting for an optimized alternative ID strategy. 
  • Drive monetization in cookie-restricted environments. Connect seamlessly with buyers to drive programmatic revenue without third party cookies. 
  • Built on Prebid, optimized for OpenWrap. Maximize wrapper technology for addressability.

How can you integrate the ID5 ID via Identity Hub?

If you aren’t already an IdentityHub customer and wish to integrate the ID5 ID via IdentityHub, you must first contact the PubMatic team to activate your account. From there, you will then be able to select which IDs (including the ID5 ID) you would like to partner with. PubMatic will coordinate with ID5 for quick addition and activation of the ID.

It really is that straightforward – contact your account manager today to get started.

What are the benefits of using the ID5 ID?

Still need convincing on why to integrate the ID5 ID? The privacy-first ID is proven to improve audience addressability for publishers, as well as grow sustainable revenue across all environments without reliance on traditional identifiers. Don’t take our word for it, check out these case studies and see for yourself.

Integrating the ID5 ID provides many advantages for publishers, empowering them with:

  • Increased bid density and higher win rates, leading to better monetization of traffic in environments where third-party cookies are not available
  • Privacy-by-design technology that respects and enforces privacy in the advertising value chain
  • Encryption mechanism ensuring that ID5 IDs are only shared with authorized partners 
  • Suitability for all publishers regardless of the size of their authenticated audience

For more information, contact our dedicated publisher team at