As we near the cookie deprecation deadline, there is no doubt that more and more publishers are looking to universal IDs as an efficient and privacy-safe replacement for identifying users and optimizing their inventory. However, publishers want to understand how much value these IDs really bring.

To answer this question, ID5 leveraged its recently launched Prebid Analytics Module, which utilizes data from publishers using Prebid, to provide tangible insights into the value of universal identifiers. The data looks at the effects of using any ID across Europe, with regional breakdowns in the UK, France, Italy, Spain, and Germany.

The analysis found that on average, publishers that use cookieless IDs can expect to increase average win CPM by up to 365%, increase bid density by up to 893% and decrease the percentage of no bids by up to -14%.

Download the report to learn more.