Case Study: Purch achieves 10% revenue uplift with ID5 cookie matching

Better Cookie Matching Enabled Purch to Increase Revenue By10%

Purch is a digital publisher and marketplace platform with brands reaching over 100 million visitors per month. As it expanded into programmatic advertising with its server-to-server header bidding platform, RAMP, Purch faced a major match rate challenge: it needed to better align user IDs with demand partners to improve audience recognition and monetization. To address this, Purch turned to ID5.

Purch implemented ID5 Connect to improve cookie matching and user ID resolution, starting with AppNexus as the pilot partner. By using ID5’s secondary match table alongside its own server-side ID storage, Purch matched 8% of impressions that were previously unmatched, reduced unmatched impressions by 30%, and saw 2.36x higher CPMs for matched vs. unmatched impressions. ID5’s solution drove a 5% to 20% daily revenue uplift in test markets, with the case study also citing an overall 10% revenue increase directly from the ID5 match table.

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