Unlocking Addressability and Higher eCPM Across Minute Media’s Sports Media Portfolio
Key results
64.49%
144M
+14.4%
Overview
Sports fans don't stay in one place. In a single week, they move across league sites, team pages, highlights, commentary, and fantasy, often across browsers and devices that no longer support third-party cookies. For Minute Media, the global technology and content company behind Sports Illustrated, The Players' Tribune, FanSided, and hundreds of sports publishers, broadcasters, and league partners, addressability has to hold up across that entire journey.
As signal loss and fragmentation reshape programmatic monetization for media owners, Minute Media turned to ID5 to strengthen online identity resolution and unlock more value for the publishers it represents.
Solution
Minute Media deployed ID5 across approximately 650 domains, leveraging streamlined integrations via Prebid and Amazon TAM to seamlessly incorporate addressability into their existing adtech stack and distribution channels. Weighted towards the US and a few supporting markets, such as Canada and the UK, this partnership provides a significant boost in addressable reach in the sports category.
To maximize the value of generated IDs, Minute Media is explicitly sharing HEMs with ID5, in addition to the signals picked up directly on the page, thereby improving the quality of real-time identity reconciliation and increasing the lifetime of ID5 IDs circulated across the advertising ecosystem.
To measure the direct impact of ID5 on publisher addressability and key performance metrics, Minute Media analyzed bid stream data over a 1-month period, comparing match rates and yield across inventory where the ID5 ID was available versus where it was not.
Results
Thanks to the ID5 ID contribution, Minute Media saw improvements in both the share of addressable inventory and monetization yield:
Match rate: The ID5 ID matched 69.49% of returning users, the highest of any alternative ID solutions in Minute Media's stack, outperforming the second-highest ID by 10 percentage points.
Scale: 144 million total users were identified, 125 million of them returning, representing a substantial audience base across 650 sports domains.
Yield contribution: Inventory enriched with multiple IDs delivered a +14.36% total uplift in eCPM, rising to +18.32% on video and +11.92% on display. While this performance reflects the combined contribution of multiple IDs, being the most available ID in Minute Media's bid stream makes ID5 a significant driver of the addressability gains underpinning the improvement.
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What's Next
Encouraged by the performance of the ID5 ID across web and mobile web, Minute Media and ID5 are expanding the partnership into new channels, bringing the same identity foundation to more environments–Mobile App and CTV–where fans increasingly consume sports content.
Partnering with ID5 has strengthened our ability to identify audiences across our global sports portfolio beyond, without heavy technical lift.Working with ID5 creates powerful results for our advertisers, through superior signals and match rates across our portfolio.Improved addressability results in stronger campaign performance for our advertisers. and meaningful revenue uplift for our publisher partners.Our collaboration bridges two highly scaled & premium supply footprints, and deep relationships with demand side partners.
Jack Watt VP Publisher Ad Tech Solutions, Minute Media
To learn more about the ID5 ID and how it can benefit your business, get in touch.