LONDON, November 23, 2021 (GLOBE NEWSWIRE) – Today, PubMatic, a sell-side platform that delivers superior results for digital advertising, announced that Verve Group, a global consumer-centric advertising suite, and Scream Malmo, a Swedish full-service media agency, have successfully used the ID5 ID within PubMatic to effectively reach and target new consumers on the mobile web and desktop at scale.
The move away from third-party cookies and changes to Apple’s IDFA require media buyers to find new targeting and audience measurement solutions, including in markets like Sweden where Safari has a share of 54% market in mobile traffic.
Verve Group and Scream Malmo have partnered with PubMatic to reinvent mobile web addressing for a leading weight loss brand. A / B testing was conducted through PMP (Private Marketplace) offerings on the mobile web (iOS and Android) and desktop. The initial phase of the test saw campaigns run without applying an identity solution and in the second phase the ID5 ID was activated through PubMatic.
The results showed a 21% increase in reach on all types of browsers when the ID5 ID was applied. Additionally, Verve Group and Scream saw their reach increase by 30% on the mobile web, reaching 90% on iOS inventory.
âThe market is ripe for different identity solutions that will play an important role in the future of addressability to help advertisers achieve their campaign goals,â said Carl Liverstam, Managing Director, Nordic Countries at Platform161 (now part of the Verve group). âWe are delighted with the results we have achieved with PubMatic and ID5 and look forward to leveraging the extensive audience addressability capabilities to maximize the reach and performance of our clients as part of our vision to deliver advertising-driven solutions. on confidentiality â.
âIntegrating ID5 ID into our campaign planning and testing strategy has allowed us to bring new benefits to each of our customers with audience addressability at heart. This ensures that we are not only bidding on the most optimal prints, but that we are bidding as efficiently as possible, âsaid Carla Lind Andersson, Media Manager at Scream.
âThe results clearly demonstrate the added value of next-generation identifiers. Through tests like these with PubMatic and Verve Group, marketers can maximize reach in the post-cookie era, âsaid Morwenna Beales, vice president of global strategic partnerships at ID5.
âAdvanced audience targeting approaches are valued by media buyers because they provide a launching pad for greater addressability in a cookie-free world. SSP-side targeting allows media buyers to take advantage of available audience addressing solutions such as credential, contextual, and third-party targeting. At PubMatic, we empower advertisers to make more informed decisions, become more efficient and create long-term alternatives to cookie-based targeting, âsaid Jonas SÃ¶derqvist, Regional Director, Northern Europe at PubMatic.
ABOUT THE VERVE GROUP
Verve Group’s consumer-centric advertising suite is a leader in consolidating data, demand and supply technologies to create better business outcomes for advertisers and publishers. With a privacy-focused approach, Verve Group’s comprehensive programmatic solutions are designed for brand-safe environments. The global group is trusted by the top 100 advertisers with direct connections to over 4,000 publishers and apps worldwide. Verve Group is part of Media and Games Invest (MGI) and has an international presence with more than 20 offices worldwide. Learn more at www.verve.com.
We are a full-service, entrepreneur-driven agency that works with the motto that the whole is greater than the sum of the combined efforts in different channels. We are more than a media agency, we work on the basis of behavioral psychology knowledge, data and experience to create the most innovative and effective campaigns. We have specialists in all types of media, and constantly take lessons with us in our work. We invest heavily in digital development and have created several sister companies over the years to strengthen our position as one of the leaders in digital marketing. Together with our other companies, we can provide our clients with a full service offering containing a range of services – from digital production and SoMe management to performance and business consulting.
ID5 was created to improve online advertising for consumers, media owners, and advertisers, with the ultimate goal of helping publishers generate sustainable income. ID5 provides the advertising ecosystem with a transparent, scalable and privacy-compliant identity infrastructure. Its solution improves user recognition and match rates and provides a stable, consented and encrypted user ID to replace third-party cookies and MAIDs. This enables publishers to better monetize their audiences, advertisers to run effective and measurable campaigns, and platforms to maximize the value of data and inventory for their customers. Established in 2017 by seasoned advertising technology professionals, ID5 serves customers around the world. For more information on ID5 and its solutions, please visit www.id5.io.
PubMatic (NASDAQ: PUBM) provides superior earnings to publishers by being an SSP of choice for agencies and advertisers. PubMatic’s cloud infrastructure platform for digital advertising enables application developers and publishers to increase monetization while enabling media buyers to drive ROI by reaching and engaging their target audiences in premium and secure environments for the brand on all advertising formats and devices. Since 2006, PubMatic has been expanding its global owned and operated infrastructure and continues to cultivate programmatic innovation. With a globally distributed workforce and no head office, PubMatic operates 15 offices and eight data centers in North America, Europe and Asia Pacific.