Pubfinity believes it deserves those premium brands. Pubfinity was also drawn to Epsilon because it brought in a better class of advertisers and offered features to troubleshoot bad ads.Įpsilon’s tech stack allows Pubfinity to identify any ads that take too long to load, increase latency, or otherwise have a negative impact on the gaming experience or prevent an impression from being monetized, Kaufmann said.Īnother factor that drew Pubfinity to partner with Epsilon was the company’s stable of well-known customers, which casual gaming apps typically have a hard time attracting as advertisers.
“From the get-go two years ago, we wanted to solve the cookieless problem, because there are no cookies in Windows apps and no unified ID like there is on iOS and Android.”įuture plans include the implementation of Epsilon’s PubLink solution to power incremental lift even further by improving match rates, Wilson said. “A lot of standard ad tech for viewability measurement and fraud detection just doesn’t work in an app environment,” Sevigny said. When Pubfinity added the SharedID integration, revenue saw a 25% incremental lift, Epsilon’s Wilson said.Įpsilon’s Core ID solution and the integration with Prebid improves transparency and accountability in the Windows app environment, said Pubfinity CRO Andre Sevigny. With better identity signals, buyers paid more.
This ID solution does not rely on third-party cookies.
Epsilon can continue to identify that user as the unique user ID makes its way through the Core Private Exchange. That ID is passed through Prebid as a bid request to Epsilon’s DSPs. The partnership with Epsilon creates an optimized supply path to advertisers, with very few hops between the sell side and the demand side, Kaufmann said.Įpsilon’s Core ID interfaces with Prebid’s SharedID solution, which assigns a unique user ID to an individual audience member. Pubfinity identifies the best placements for display and video ads in a publisher’s games, and it sells these placements through Epsilon’s Core Private Exchange. And that’s as true for AAA game titles as it is for games geared toward casual audiences, like desktop solitaire.Įpsilon recognized the desktop gaming SSP offered quality audiences and environments for advertisers, said Briian Wilson, Epsilon’s VP of media acquisitions. “Epsilon saw this was unique inventory that no one else was representing,” Kaufmann said.Īfter all, gaming audiences tend to be highly engaged and spend hours every week playing their favorites. Two years later, Pubfinity is hitching itself to Epsilon’s cookieless identity solution, Core ID. “When we started to go directly to DSPs to buy our inventory, they had no idea who Pubfinity was, and we had a lot of doors close in our face,” Kaufmann said. But spinning up an SSP for desktop games was an uphill battle.
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