+CASE STUDY: IDENTITY HUB

HOW A JAPANESE BUSINESS NEWS PUBLISHERIS IMPROVING MONETIZATION WITH
PUBMATIC’S IDENTITY HUB

Since deploying PubMatic’s Identity Hub, Cyzo’s Business Journal, has dramatically
improved its monetization, seeing lifts of up to 171% in ad spend.

THE CHALLENGE

THE SOLUTION: IDENTITY HUB

Originally founded in 1999 as a monthly magazine in Japan,
Cyzo has evolved to become a multi-title publishing house, witha range of digital properties. Cyzo’s leading business news title‘Business Journal’ is a widely read digital property that ismonetised via programmatic advertising. Protecting this adrevenue is critical to its future success.

PubMatic’s Identity Hub helps publishers improve programmatic
monetization and demand partners increase campaign performancethrough addressability. Built-on industry-leading and trusted Prebid,
and including an easy-to-use UI, analytics, and client support,
Identity Hub enables publishers to easily support multiple IDs foreach ad impression — ensuring buyers can recognize the publisher’saudience and bid accordingly — independent of device or platform.

Audience addressability is essential to ensure programmatic
media buyers can recognize 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 twoyears, Cyzo needed to find alternative identity solutions to solve
for audience addressability in the absence of third-party
cookies. The publisher turned to PubMatic for help.

SUCCESS BY THE NUMBERS
By switching on Identity Hub, Cyzo
saw a significant uplift in ad spend
and fill rate for Business Journal.
Based on data from July, 2020.

12Using Identity Hub, Cyzo was able to efficiently adopt multiple
alternative IDs on Business Journal - driving increases inprogrammatic revenue at no additional cost. Through the selfservice tool, the publisher was able to test and learn theeffectiveness of each ID solution.
Identity Hub is ID agnostic and currently adding more partners.

171%
Average
1ad spend lift

Average lift in geCPM on all traffic when identity data is present vs. non-ID traffic
Average lift in geCPM on Criteo traffic when identity data is present vs. non-ID traffic

ABOUT PUBMATIC
PubMatic (Nasdaq: PUBM) is an independent technology company
maximizing customer value by delivering digital advertising’s supply
chain of the future. PubMatic’s sell-side platform empowers the world’s
leading digital content creators across the open internet to control
access to their inventory and increase monetization by enabling
marketers to drive return on investment and reach addressable

3232%
Average Criteo
2ad spend lift

166%
Average
3fill rate lift

Average lift in fill rate on all traffic when identity data is present vs. non-ID traffic

audiences across ad formats and devices. Since 2006, ourinfrastructure-driven approach has allowed for the efficient
processing and utilization of data in real time. By delivering scalable
and flexible programmatic innovation, we improve outcomes for ourcustomers while championing a vibrant and transparent digitaladvertising supply chain.

©2023 PubMatic, Inc. PubMatic is a registered trademark of PubMatic, Inc., U.S. Pat. & Tm. Off. and other countries. Other trademarks are the properties of theirrespective owners.