CASE STUDY | BRANDS AND AGENCIES
Cleaner Signals, Smarter Buying: How Horizon Improved Identity Resolution With OpenX And ID5 For A Beverage Brand
Openx product
OpenXSelect
Partners
ID5 + Horizon
KPI
Unique IDs, CTR
Challenge
For a premium beverage brand, Horizon’s Product Foundry and Programmatic teams wanted to evaluate whether enhanced identity signals could improve open-web addressability and bidding precision. Partnering with OpenX, the teams aimed to test whether privacy-safe solutions like ID5 could deliver cleaner matches, reduce duplication, and strengthen overall signal fidelity compared to standard identifiers.
Solution
Horizon partnered with OpenX, one of the first SSPs to integrate with ID5, to test how ID5, combined with OpenX’s identity graph, could improve match quality beyond standard identifiers.
By consolidating disparate data upstream, ID5 accurately translated fragmented signals into a consistent, addressable identifier, eliminating noise before bids were placed. Compared to the control, the approach delivered an 11% improvement in Unique IDs per bid request and a 12% increase in display CTR.
These gains demonstrated that Horizon was buying fewer wasted impressions, driven by stronger identifiers and higher-fidelity signal quality.
Success in Numbers
Lift in unique IDs per bid request
Increase in display CTR
“OpenX continues to lead in identity innovation. Their higher-fidelity signals and reduced duplication strengthen Blu Platform as a modular decisioning engine, helping us resolve identity fragmentation, reach the right consumer, and drive more precise supply optimization at scale.”
“Strengthening identity at the supply level is critical to improving addressability and performance. By working with OpenX and Horizon, ID5 demonstrated how privacy-safe signals can drive cleaner matches, higher-fidelity bid signals, and measurable performance gains, laying the groundwork for smarter, more efficient buying.”
