PubMatic Identity Hub

A leading SSP-native identity management solution, leveraging PubMatic's publisher relationships and scale to simplify multi-ID adoption at the supply side

PubMatic Identity Hub is a publisher-focused identity management product built on top of the Prebid User ID module framework. Launched in 2020, it allows publishers to integrate and manage multiple third-party identity solutions through a single, unified interface rather than implementing each ID solution independently. This dramatically reduces the technical overhead for publishers navigating the fragmented identity landscape as the industry moves away from third-party cookies. The product supports a wide range of identity solutions including The Trade Desk's Unified ID 2.0 (UID2), ID5, LiveRamp Authenticated Traffic Solution (ATS), LiveIntent, and others. By centralizing these integrations, Identity Hub helps publishers maximize addressability across their inventory, ensuring that as many bid requests as possible carry a recognized identity signal that buyers can act on. This directly improves publisher yield and CPMs in a cookieless or cookie-limited environment. As a product of PubMatic—a publicly traded supply-side platform (SSP) with significant scale in programmatic advertising—Identity Hub benefits from deep integration with PubMatic's broader sell-side infrastructure. It positions PubMatic as a strategic partner for publishers managing the identity transition, differentiating the SSP in a competitive market where identity readiness is a key buying criterion for publishers evaluating supply-side partners.