ID5 ID proven to increase average Bid CPM across all browsers
Published: 24 Apr 2022
London, Prague, and Rome, 21 April 2022 – ID5, the leading identity solution for digital advertising is proven to increase average Bid CPM across all browser environments and thus maximize publisher inventory.
Today, almost 40% of global online traffic is unaddressable due to third-party cookie restrictions. Without third-party cookies, the value of publishers’ inventory is significantly reduced. In preparation for the cookieless future, both Czech Publisher Exchange (CPEx), an association of leading Czech online publishers and Adasta, the Italian digital sales house integrated the ID5 ID and then measured the value of the ID5 ID, the most adopted cookieless solution on the market, with their downstream partners.
Both CPEx and Adasta leveraged ID5’s Prebid Analytics Module to evaluate the effect that using a first-party identifier had on their inventory. They deployed the Module (still in closed alpha) to collect prebid event data, such as auctions, bids, bid CPM by browser, SSP and country. It then used this data to distinguish proxy indicators such as Bid CPM, bid density, bid response rate and % no bids to enable an accurate assessment of the ID’s value.
This involved the implementation of A/B testing in both cases, with 90% of consented users being assigned an ID5 ID, and 10% being placed in a control group, allowing for a direct comparison of auctions when an ID5 ID was present or not.
The Prebid Analytics results clearly showed the value of the ID5 ID to publishers. SSPs passing the ID5 ID downstream returned more and higher CPM bid responses than those not passing the encrypted ID5 ID to their DSP partners.
CPEx’s average Bid CPM for ad opportunities where an ID5 ID was present was 11% higher than when there was no ID5 ID present. On top of this, the average Bid CPM for ad opportunities in cookieless environments, such as Firefox, Safari and Edge, where an ID5 ID was present was 39% higher than when it was absent.
For Adasta, the average Bid CPM for ad opportunities where an ID5 ID was present was 8% higher than when there was no ID5 ID present across all environments. As well as this, the average Bid CPM for ad opportunities where an ID5 ID was present was 25% higher than when there was no ID5 ID present in browsers such as Safari and Firefox.
ID5 exists to benefit the entire Open Web by providing a comprehensive, efficient and privacy-first solution to identify users. ID5 improves online advertising for consumers, media owners and advertisers, with a primary goal of helping publishers to grow sustainable revenue. Working with ID5 enables publishers to address their audiences better, advertisers to run effective and measurable campaigns, and platforms to maximise the value of digital advertising across all environments.
“When we first started preparing for the post-cookie era and researching identity solutions, there were almost an overwhelming number of different providers and solutions, often with very little information on how they worked or their added value. ID5 stood out in having a clear vision, were proactive and tech-savvy, coming up with new ideas and were willing to discuss ours. In short, they showed themselves to be a valuable identity partner, enabling us to future-proof our business. These results prove that ID5 will be one of the key elements in our identity stack,” Lukáš Šmol, Head of Production, Czech Publisher Exchange.
“The deprecation of third-party cookies is an amazing opportunity for independent publishers to improve their relationships with users. The use of ID5 ID is the most exciting part of the project that will see independent publishers able to access monetization tools that are usually reserved for large institutional publishers. Adasta is 100% committed to helping independent publishers with the adoption of industry standards, enabling them to succeed in the post-third-party cookie era and compensate for the resulting drop in addressability, and in turn, revenue, which is expected at the beginning of next year. Having worked closely with ID5 for the past two years, we believe they are the ideal partner in our bid to find a viable alternative to third-party cookies,” Simone Chizzali, CEO, Adasta.
“The results from both of these case studies demonstrate the value that the ID5 ID brings to publishers. They also highlight the importance of integrating a shared ID solution, such as ID5, now. Cookieless traffic is unaddressable and therefore undervalued by the buy-side. By working with ID5, publishers can maximize the value of their Safari and Firefox inventory and be better prepared for the post-cookie era. We expect promising results such as these to continue to surface as more campaigns run with the ID5 ID,” Jessica Werner, Senior Director, Publisher Development, ID5.DOWNLOAD CPEX CASE STUDY
ID5 was created to improve online advertising for consumers, media owners and advertisers, with the ultimate goal to help publishers grow sustainable revenue.
ID5 provides the advertising ecosystem with a transparent, scalable and privacy-compliant identity infrastructure. Its solutions improve user recognition and match rates and provide a stable, consented and encrypted user ID to replace third-party cookies and MAIDs. This enables publishers to better monetise their audiences, advertisers to run effective and measurable campaigns, and platforms to maximise the value of data and inventory for their customers.
Created in 2017 by seasoned ad tech professionals, ID5 services clients globally. For more information about ID5 and its solutions, please visit: www.id5.io
The Czech Publisher Exchange is an association of leading Czech online publishers – Czech News Center, Economia, Mafra and Vltava Labe Media - providing advertisers with online advertising space using RTB technology. Thanks to a combined monthly reach of over 5 million users (real users according to the specifications of the SPIR – the Czech Internet Advertising Association) it is the largest provider of premium advertising space within the Czech RTB, with a reach of 70% of the Czech online population.
Adasta is a digital sales house for publishers, with years of experience, whose primary purpose is to efficiently monetise the ad formats that the publisher manages on the page. Working with tier-1 European entities on the advertising supply-side they are primarily focused on the Italian market where their headquarters are located.