+ Kobe Shimbun
CASE STUDYIDENTITY HUB

How a Premium Japanese News Publisher is Improving
Monetization with PubMatic’s Identity Hub.

Since deploying PubMatic’s Identity Hub, Kobe Shimbun has dramatically improved theirmonetization, seeing lifts of up to 667% in ad spend.

THE CHALLENGE

Established in 1898, Kobe Shimbun is a leading Japanesedaily newspaper based in Kobe, Japan. Kobe Shimbun has
a range of widely read digital properties that are monetized
via programmatic advertising; protecting this ad revenue iscritical to its future success. Audience addressability isessential to ensure programmatic media buyers canrecognize a publisher’s audience and bid more on its
inventory, maximizing publisher revenue and buyer
campaign performance. In the absence of a suitable identity
solution, buyers typically decrease spend. Following Google’s
announcement that it plans to phase out third-party cookies
on the Chrome browser within the next two years, Kobe
Shimbun needed to find alternative identity solutions to solve
for audience addressability in the absence of third-partycookies. The publisher turned to PubMatic for help.

SUCCESS BYTHE NUMBERS
By switching on Identity Hub, KobeShimbun saw a significant uplift inad spend and fill rate. Based ondata from June, 2020.

12THE SOLUTION: IDENTITY HUB

PubMatic’s Identity Hub helps publishers improve
programmatic monetization and demand partners increasecampaign performance through addressability. Built on
industry-leading and trusted Prebid, and including an easy-touse UI, analytics, and client support, Identity Hub enables
publishers to easily support multiple IDs for each ad impression— ensuring buyers can recognize the publisher’s audience andbid accordingly — independent of device or platform. Using
Identity Hub, Kobe Shimbun was able to efficiently adopt
multiple alternative IDs on two of their digital properties — DailySports and Kobe Shimbun Next — driving increases inprogrammatic revenue at no additional cost. Through theself-service tool, the publisher was able to test and learn theeffectiveness of each ID solution. Identity Hub is ID agnostic
and currently adding more partners.

667%

1,321%

Average1
ad spend lift
1

Average lift in geCPM on all traffic vs. non-ID, non-cookied traffic
Average lift in geCPM on TTD traffic vs. non-ID, non-cookied traffic

ABOUT PUBMATIC
PubMatic delivers superior revenue to publishers by being the sellside platform of choice for agencies and advertisers. The PubMatic
platform empowers independent app developers and publishers tomaximize their digital advertising monetization while enablingadvertisers to increase ROI by reaching and engaging their target
audiences in brand-safe, premium environments across ad formats

Average TTD
2ad spend lift

3263%
Average
3fill rate lift

Average lift in fill rate on all traffic vs. non-ID, non-cookied trafficand devices. Since 2006, PubMatic has created an efficient, global
infrastructure and remains at the forefront of programmatic
innovation. Headquartered in Redwood City, California, PubMatic
operates 14 offices and nine data centers worldwide.
For more information, please contact us at info@pubmatic.com

PubMatic is a registered trademark of PubMatic, Inc. Other trademarks are the property of their respective owners.