PubMatic, a sell-side platform that delivers superior outcomes for digital advertising, announced that Verve Group, a global consumer-first advertising suite, and Scream Malmo, a Swedish full-service media agency, have successfully employed the ID5 ID within PubMatic to reach and effectively target new consumers on mobile web and desktop at scale.

The deprecation of third-party cookies and changes to Apple’s IDFA require that media buyers find new audience targeting and measurement solutions – including in markets such as Sweden where Safari commands a 54% market share in mobile traffic.

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Verve Group and Scream Malmo partnered with PubMatic to reinvent mobile web addressability for a leading weight loss brand. A/B tests were conducted via private marketplace (PMP) deals on mobile web (iOS & Android) and desktop. The initial phase of the test saw campaigns running without applying an identity solution and in the second phase ID5’s ID was activated via PubMatic.

The results showed a 21% increase in reach across all browser types when the ID5 ID was applied. Furthermore, Verve Group and Scream saw a 30% increase in reach on mobile web, rising to 90% on iOS inventory.

“The market is ripe for different identity solutions which will play a big role in the future of addressability to help advertisers achieve their campaign goals”, said Carl Liverstam, Managing Director Nordics at Platform161 (Now Part of Verve Group). “We’re delighted with the results we have achieved with PubMatic and ID5 and look forward to leveraging the expanded audience addressability capabilities to maximise reach and performance for our clients as part of our vision to provide privacy-first advertising solutions”.

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“Incorporating ID5 ID into our campaign planning and testing strategy has allowed us to bring new benefits to each of our clients with audience addressability at the core. This ensures that we are not only bidding on the most optimal impressions, but that we are also bidding as efficiently and effectively as possible”, said Carla Lind Andersson, Media Manager at Scream.

“The results clearly demonstrate the added value that next-generation identifiers deliver. Through tests like these with PubMatic and Verve Group enable marketers to maximise reach in the post-cookie era”, said Morwenna Beales, VP Global Strategic Partnerships at ID5.

“Evolved audience targeting approaches are valued by media buyers as they provide a launchpad for greater addressability in a cookieless world. Targeting on the SSP side enables media buyers to take advantage of available audience addressability solutions like ID, contextual, and third-party data targeting. At PubMatic, we empower advertisers to make more informed decisions, gain significant efficiencies, and create long-term alternatives to cookie-based targeting”, said Jonas Söderqvist, Regional Director, Northern Europe at PubMatic.

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