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Partners LoginIn the increasingly complex world of digital advertising, every impression is a potential source of revenue. However, with the decline of third-party cookies and the rise of privacy-first browsing, many bid requests arrive with limited information, leaving them undervalued.
This is where bid enrichment becomes a critical strategy.
Bid enrichment is the process of adding valuable, privacy-compliant data to a bid request, which allows advertisers to bid with more confidence and enables publishers to maximize the value of their inventory.
The Mechanics of Bid Enrichment
In a real-time bidding (RTB) auction, a publisher’s server sends a bid request to various ad exchanges and demand-side platforms (DSPs) to sell an ad impression. Traditionally, this request contained third-party cookie data. In today’s cookieless environment, bid enrichment partners—like Intent IQ—intercept this request. They use advanced identity resolution technology to attach additional, privacy-safe signals to it.
These signals can include:
- – Alternative IDs: Universal IDs or other identifiers that link a user to their devices without using cookies.
- – First-Party Data: Enriched audience data collected directly by the publisher.
- – Contextual Data: Information about the content of the page, which can be just as valuable as audience data.
By enriching the bid request with this data, the publisher presents a more valuable and addressable audience to advertisers, who in turn can place more competitive bids. This not only increases the publisher’s revenue but also improves the relevance and performance of the ads for the advertiser.
The Performance-Based Model
A significant development in the bid enrichment space is the shift to a performance-based business model. For publishers, this means they only pay a revenue share from the incremental revenue that the bid enrichment service generates. This model aligns the interests of both the publisher and the technology provider, offering a risk-free path to testing and implementing a solution to regain lost revenue from cookieless traffic. Intent IQ’s Bid Enhancement service operates on this very principle, proving its value through measurable increases in CPMs and fill rates.
Bid Enrichment FAQs
A: In a general sense, yes. Bid enrichment is the broader industry term for adding data to bid requests. Bid enhancement is the specific product name used by Intent IQ for its solution that performs this function.
A: It can include various types of data, such as first-party data from the publisher, alternative IDs from identity solutions, and contextual signals based on the content of the page. The key is that the data is privacy-compliant and valuable to advertisers.
A: Without bid enrichment, a publisher’s cookieless inventory is often less valuable to advertisers because they can’t effectively target their ads. By enriching the bid requests, publishers can command higher CPMs and regain revenue that would otherwise be lost.
A: This is a business model where the provider of the bid enrichment service only gets paid a share of the revenue that is directly attributable to their technology. This means the publisher does not have to pay for the service unless it proves to be profitable for them.
A: Bid enrichment provides advertisers with the data they need to make more informed and confident bids. It enables them to reach their desired audience, which leads to better campaign performance and a higher return on ad spend.
This video provides an overview of Intent IQ’s attribution and bid enhancement tools, explaining how they work together within a hybrid identity graph.