PubMatic, the digital ad technology company, has released an ID-agnostic identity management platform, Identity Hub. It is a solution for the publishers to handle multiple IDs for every ad impression, securing advertisers to recognize and bid on their considered audiences.
Identity Hub is a part of the company’s Prebid User ID module. It integrates with the existing partners, which include IAB DigiTrust, The Trade Desk Unified ID, ID5, and more. The integration provides built-in analytic power to estimate the value of all partner ID platforms. Third-party cookies have been a past thing in the era of GDPR and CCPA. Thus, publishers need to find innovative ways to link marketers with their targeted audiences. This could be just the solution that is needed.