‘The Impact of Identity Providers on Publishers’ Advertising Revenues’ by Webedia and Pubstack was the fourth session of Identity 2021, the virtual event hosted by ID5 on December 3.

This session encompassed an industry analysis presented by Pubstack’s Adrien Rouget and Webedia’s Inès Mouadil, where they outlined their recent study conducted to understand the influence of different Identity Solutions on publishers’ advertising revenue.

To complete the study, Webedia integrated with Prebid whilst using a handful of identity providers, including ID5, Criteo ID and The Trade Desk. Webedia then used Pubstack’s A/B testing process to analyse the effect of using an identity provider during the Prebid bidding process.

Some of the key take-aways from the session are:

• Identity solutions provided a 5% increase in Prebid bidding, converting to a 5-10% revenue uplift
• The uplift was mostly due to additional Prebid bids rather than more valuable bids
• The most heavily impacted browser was Firefox

These results show real promise for the future of identity solutions, despite it being early days for many platforms in bidding against universal IDs. Under the current climate, others now treat Safari and Firefox traffic differently because third-party cookies are no longer supported, and they haven’t yet adapted to rely on cookieless solutions.

If you missed the session, you can watch it on-demand below.

Thank you once again to everyone who attended Identity 2021, we hope to see you here next year for Identity 2022.

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