Optable connects Publica publishers to UID2, ID5 and LiveRamp identity signals
· 2d ago · Originally reported by PPC Land
Publica publishers can now activate UID2, ID5 and LiveRamp identity signals through a single Optable integration. One US publisher reportedly saw eCPMs roughly 20% higher on ID-matched inventory. CTV and in-app video sellers must have an Optable contract to enable the connection.
Why it matters
Identity signals help advertisers pay more for inventory they can match to audiences, which matters as third-party cookies fade. Bundling several ID sources into one integration lowers the technical barrier for CTV and video publishers.
Explain it like I’m new here
It's like giving sellers one universal price tag scanner instead of making them install a different checkout machine for every shopper loyalty program.
Terms in this story
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
Unified ID 2.0 (UID2)
Unified ID 2.0 (UID2) is an open-source advertising identifier, originally developed by The Trade Desk, generated from a user's hashed and salted email address or phone number with their consent.
eCPM (effective CPM)
eCPM (effective CPM) is the revenue or cost per thousand impressions calculated after the fact, which lets you compare ads sold on CPM, CPC, CPA or other models.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
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