Pubfinity Boosts Global Revenue per User with ID5 Identity Solutions

Programmatic ad targeting has traditionally relied on third-party cookies to deliver personalized ads. However, the Microsoft Windows desktop app ecosystem in which Pubfinity operates is a cookieless environment. As the sole programmatic SSP tailored for Windows games and apps, Pubfinity was eager to enable ad targeting precision within this landscape. Pubfinity opted to leverage the ID5 ID to achieve its addressability goals and, in doing so, formed a successful blueprint for other SSPs to monetize ad inventory in a cookieless world.

Pubfinity worked with over twenty publishers and over one hundred Windows desktop games and apps to determine how effectively the ID5 ID would address audiences in cookieless environments. Running both display and video ads, Pubfinity’s A/B test took place over 14 days in Q1 2024 on 5% of global traffic. Results were analyzed at the ID, ad type, geo, and user level in terms of ID match rate, revenue, CPM, and fill rate.

The results of the test proved that the ID5 ID is instrumental in enabling cookieless targeting, showing performance uplift when the ID5 ID was present: