diDNA's Publisher Network Sees 300%+ Lift After Partnering with PubMatic to Drive Monetization With Identifiers

January 11, 2022

ORLANDO, FL-diDNA, a leading ad tech provider for advertisers, publishers, and brands to maximize advertising revenue, and PubMatic (Nasdaq: PUBM), a sell-side platform that delivers superior outcomes for digital advertising, have announced an expansion of their existing partnership to PubMatic’s Identity Hub solution, which makes it easy for publishers to prepare for success without third-party cookies by activating many of the leading ID solutions in just a few simple steps, enabling programmatic activation and monetization from buyers.


diDNA and PubMatic have been in partnership since June 2020. diDNA has utilized various solutions offered by PubMatic, including header bidding, real-time bidding (RTB), and private marketplace (PMP) offerings. These solutions, among others, have contributed to 200% YoY growth for diDNA.


An analysis of diDNA’s network data has revealed significant performance increases across their entire network since implementing PubMatic’s Identity Hub in August 2021, including:  

  • 326% Fill Rate Lift  
  • 407% geCPM Growth 
  • 19% eECPM Growth 




As the focus on consumer privacy has grown, so too has the need for publishers to find a compliant way to effectively monetize. With this partnership, diDNA’s existing database of more than 40,000 publishers, as well as all new customers, will have the ability to leverage PubMatic’s Identity Hub as part of the diDNA technology stack.

The identity management space represents a significant opportunity for increased monetization for our publishers. Partnering with PubMatic was an easy decision - the quick integration and immediate performance boost it brought proved that out. These types of partnerships are crucial to expanding our vision of diDNA as a connected ecosystem that offers an industry-best suite of products for our publishers to leverage for growth,” said Deke Hooper, CEO of diDNA.

The expansion to PubMatic’s Identity Hub is just the latest in a series of monetization opportunities the two companies foresee as they continue to grow the partnership into 2022.


About diDNA

diDNA, based in Orlando, FL, was founded in 2016 and is one of the world’s leading full-service advertising solutions providers for the publisher ecosystem. diDNA’s ad management platform maximizes ad revenue through a holistic approach including core ad tech, access to 70+ demand partners, and a dedicated revenue optimization team committed to delivering industry leading results.


Currently, the company works with over 50,000 publisher properties, providing automated tools, hands-on management and a product suite designed to empower and instantly increase revenue for everyone within the publisher and advertising community. diDNA prides itself on developing a “culture of no competition” to foster strong industry relationships, thus quickly becoming the bedrock of the publisher advertising world.


Visit www.didna.io, follow us on LinkedIn and subscribe to the diDNA Dialogues YouTube channel for more information and company news.


About PubMatic

PubMatic (NASDAQ: PUBM) delivers superior revenue to publishers by being an SSP of choice for agencies and advertisers. PubMatic’s cloud infrastructure platform for digital advertising empowers app developers and publishers to increase monetization while enabling media buyers to drive return on investment by reaching and engaging their target audiences in brand-safe, premium environments across ad formats and devices. Since 2006, PubMatic has been expanding its owned and operated global infrastructure and continues to cultivate programmatic innovation. With a globally distributed workforce and no corporate headquarters, PubMatic operates 16 offices and eight data centers across North America, Europe and Asia Pacific.

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