GrowthCode For DSPs & SSPs

DSPs and SSPs struggle with post-cookie preparedness resulting from signal loss. Sitting back and waiting for Google isn't a strategy. Investing in first-party addressability is.

Core Problem

SSPs and DSPs struggle with third-party cookie deprecation and the future of the industry

Headwinds

User privacy, vendor confusion, sketchy offerings, and platform indecisiveness have prevented productive moves

The Solution

The web has solutions that strengthen independent offerings and reduce Monopoly power

The Core Problem

DSPs and SSPs struggle with signal loss as cookies are deprecated. Without signal, core platform functions will continue but without any per-person targeting- greatly hurting CPMs and revshare from higher priced impressions. Simply put, losing addressability could be catastrophic to those being paid on a revshare model for their services.

Key questions facing these stakeholders include:

SSP:
How do I maintain signal to address individual users without my 3rd party ID on the publisher site?
How do I prevent risks such as ID bridging and UID stuffing?
What’s the easiest way to leverage this new crop of Universal IDs as they are passed in the bidstream?
DSP:
How can I match my DSP IDs to supply without the 3rd party cookie?
How do I target individual users without my cookie?
How can I use publisher first-party data to build my own targeting and activate with my tools?
How can I construct bespoke audiences for my brands versus off-the-shelf offerings from marketplaces?
How do I connect my customer’s CRM data to the sell-side while observing privacy and user preferences?
Both:
How do I maintain addressability in Open RTB?
How can I best use universal IDs to maximize my addressability when the cookie deprecates?

Headwinds

Given this new set of addressability problems on the open web and the lack of definitive and clear identity solutions outside the logged in environments, SSP and DSPs need to invest in connecting their internal ID system to first-party data safely and while observing personal and industry privacy concerns.

Connecting the SSP or DSP identity space to addressable signals from publishers - and thus the broader ecosystem – enables DSPs and their SSP partners to plan, activate, and measure - without the 3rd party cookie.

However, extending the demand ecosystem to the sell side data set is costly, time consuming and fraught with privacy and user concerns.

The Solution

GrowthCode has invested millions to build an “easy button” that offers vendors the instant-on infrastructure to connect across the advertising and marketing ecosystem to power both existing activation like retargeting, Open RTB and Deals - as well as future channels like direct first-party deals with publishers via deal curation.

With GrowthCode, SSPs and DSPs independently maintain addressability and construct a bridge to the future:

These stakeholders no longer need to invest millions to integrate and support the 25+ UIDs required to understand which UIDs work for which marketing use case. Nor do they need to spend untold hours re-building an ID graph–it can be connected via GrowthCode Rosetta.
SSPs and DSPs also can easily ‘avoid the wait’ and avoid dependence on Google and immediately create an alternative path today using the infrastructure GrowthCode offers.

ROSETTA

Maximize Signal Surface Area

Take control of the future of your media targeting by building, optimizing, and maintaining your own identity graph

To maximize signal surface area, Demand aggregators such as DSPs and SSP should be utilizing as many IDs as feasible to create more high-value monetization outcomes and minimize supplier concentration risk. Yet, while creating maximum addressable surface area is a straightforward idea, executing it is complicated, costly and comes with significant overhead.

GrowthCode Rosetta is ‘the easy button” that delivers 20+ IDs and a host of other signals into a unified ID graph that delivers value within days of implementation

WHAT

Connect your identity and data graph with the UID ecosystem to maintain addressability

HOW

Technology in use:

GRAPH
Sync Engine: Resolution server, Universal IDs, Pixel server

WHY

Future-proof your marketing
Cut complexity managing ID vendors
Build data bridge to future-proof advertising & marketing
Build signal using your own data

DETAILS

Create Graph infrastructure
Map ID spaces
Resolve 3rd party traffic to deterministic keys

SCRATCH

DSPs: Create Custom Audiences Using Publisher First-Party Data

Use your targeting 'recipe' to buy against verified publisher first-party 'ingredients'

WHAT

Generate and monetize audiences using your own custom targeting for your brands built on first-party data and integrated directly into the bid request