Publica, Optable Link CTV Bid Signal Enrichment
Publica by IAS and Optable have partnered to help connected TV publishers enrich bid signals for advertisers.
Updated on Nov. 5, 2026 in Advertising
Publica by IAS and Optable announced a partnership that helps connected TV publishers enrich bid signals. The integration connects CTV and mobile in-app video audiences with advertiser demand and is available globally.
Why it matters
The partnership lets publishers add audience identifiers to bid signals without building a separate integration for each identity provider. Publishers keep control over which buyer connections receive the additional signals.
A major U.S. publisher using bid signal enrichment saw about a 20% increase in eCPM compared with inventory without IDs. The source does not identify the publisher or the measurement period behind the figure.
The players
Publica by IAS
Publica is the publisher-side platform from IAS, a digital media verification and analytics company that works with advertisers and publishers on ad quality and measurement.
Optable
Optable is a data clean-room and identity company whose ID Switchboard links audience data to multiple identity frameworks used in programmatic advertising.
The details
Optable's ID Switchboard connects audience information with LiveRamp, ID5 and UID2 identifiers, and publishers choose which buyer connections receive additional signals through Publica. Publishers must already have a relationship with Optable before enabling the connection in Publica.
Timeline
November 5, 2026: Publica and Optable announce the partnership.
Market Landscape
The integration places Publica and Optable inside the wider effort to make identity signals usable across competing ID frameworks such as UID2, LiveRamp and ID5. It positions connected TV and in-app video publishers to sell enriched inventory without negotiating separate integrations with each identity provider.
Publishers who already work with Optable can choose which buyers receive enriched signals through Publica without separate integrations per identity provider. Advertisers may see identity-enriched connected TV and in-app video inventory as the integration rolls out globally.
The takeaway
Publishers evaluating identity tools should check whether an existing vendor relationship is required before enabling new buyer connections. Results like the reported 20% eCPM gain are publisher-specific, so testing on a subset of inventory is a practical first step.
Further reading
Explore more coverage of Advertising to see how identity and bid signal tools are changing ad buying.
Source note: This article includes information reported by TV News Check.
