PubMatic’s Identity Hub offers ID management solution in face of growing privacy regulations

PubMatic has released a new Identity Hub as part of its Prebid User ID module. The enterprise identity management solution gives publishers the ability to manage multiple IDs for each ad impression, ensuring advertisers can recognize and bid on their intended audiences.

The newly launched Identity Hub directly integrates with existing partners of PubMatic’s Prebid User ID module, including IAB DigiTrust, The Trade Desk Unified ID, ID5, LiveIntent and five other major ID solutions. The integration also offers built-in analytic capabilities to measure the incremental value of each partner ID platform.

Why we care

As third-party cookies are becoming a thing of the past in the face of privacy regulations like GDPR, and now CCPA, publishers must find new ways to connect advertisers with their targeted audiences.

“By extending 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,” said PubMatic Director of Product Management Ankur Srivastava.

PubMatic’s Identity Hub aims to increase publisher monetization capabilities by giving advertisers the ability to recognize and bid on their desired audiences when implementing programmatic ad campaigns.

More on the news

• PubMatic’s Identity Hub comes pre-integrated with OpenWrap, the ad tech company’s Prebid-first wrapper solution, or can be used as a stand-alone solution for publishers using other header bidding wrappers.
• The company boasts an “intuitive UI” for the Identity Hub that removes the need for developers when managing and configuring partner ID solutions within the platform.
• Publishers can activate the tool starting on Monday with just a “few clicks,” according to PubMatic.

Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.

About The Author

Amy Gesenhues

Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for MarTech Today, Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.