Share on LinkedIn
Share on XYou’ve built an audience advertisers want to reach. Making that connection should be the easy part.
For connected TV (CTV) publishers, it can take more work than expected. Advertisers use different tools to find their audiences, and helping those tools recognize viewers can mean another integration for a publisher’s team to manage.
Publica by IAS and Optable help simplify that process. Their integration gives publishers more ways to connect their CTV and mobile in-app video audiences with buyer demand, without building a separate connection for every supported identity provider.
Why audience recognition matters for CTV revenue
A publisher can have great content and an engaged audience. But when an advertiser is looking to reach a particular group, it also needs a way to recognize when that audience is available.
Addressability helps advertisers identify opportunities to reach their intended audience within a publisher’s available ad space.
Optable gives publishers access to identity signals from multiple providers through a single integration. For example, one buyer may use UID2 through The Trade Desk to reach its audience, while another uses ID5. By supporting both through Optable, publishers can help buyers reach their audiences using the identity providers they already work with.
Those connections can open up additional opportunities to attract advertiser spend. Building and maintaining them individually, however, takes time and resources.
A simpler way to support more identity providers
Optable helps connect the audience information a publisher has with identifiers that advertising buyers can recognize through its ID Switchboard. By integrating ID Switchboard with Publica, those additional signals can be shared with the buyers a publisher chooses.
The integration supports multiple identity solutions including LiveRamp, ID5, and UID2. Publishers can access these supported connections through one integration, reducing the need for separate development work for each provider.
For a publisher’s team, that means less work connecting individual identity solutions. For buyers, it means another way to recognize relevant audiences when an ad opportunity becomes available.
More connections with publishers in control
Publishers choose which buyer connections receive the additional signals through settings in Publica. They can also build on the identity connections they already use, since the integration adds to existing signals.
This flexibility helps publishers support different buyers’ needs as their business evolves. The opportunity is to make more of their audience recognizable to relevant buyers and create more chances to earn their spend. When implementing Optable bid signal enrichment, a major U.S. publisher saw an ~20% eCPM increase compared to inventory without IDs.
Getting started with Publica and Optable
The integration is available globally for CTV and mobile in-app video. Publishers need an established relationship with Optable before enabling the connection in Publica.
You’ve done the work of building an audience. Make it easier for buyers to find it. Contact your Publica representative to learn more.
