Multi-Signal: Maximizing Addressability for Open RTB and Deal ID Campaigns

What is Multi-Signal Addressability?

Multi-signal addressability is enriching ad requests with multiple identifiers and signals to increase their value and precision. Publishers can create a comprehensive user profile by combining Universal IDs, first-party data, and contextual insights, driving higher bids and better campaign results.

For open programmatic campaigns, multi-signal addressability ensures that advertisers can identify and engage relevant audiences, even in environments where third-party cookies are no longer viable. For Deal ID-based campaigns it enhances inventory value by offering premium, verified audiences built on first-party intelligence as it expands the number of impressions findable against a deal due to its understanding a single user across multiple ID spaces.

The Role of Universal IDs in Prospecting for Brands

The use of multiple Universal IDs (UIDs) is pivotal in multi-signal strategies, especially for brand prospecting. By offering consistent identifiers across platforms and devices, UIDs enable advertisers to target users precisely, regardless of signal loss or fragmented data sources.

• Improved Targeting Precision: The use of multiple UIDs provide a consistent anchor for advertisers, ensuring campaigns reach the right audience segments.
• Expanded Reach: By leveraging a mix of UIDs—such as Trade Desk’s Unified ID 2.0, ID5, and others—advertisers can bridge gaps across devices, browsers, and ecosystems.
• Enhanced Performance: Campaigns enriched with a broader scope of UIDs often see higher bid rates and improved ROI, particularly in environments like Safari and Firefox, where cookie-based tracking is limited.

For brands engaged in prospecting, Multiple UID signals provide the foundation for connecting with more new audiences, enabling them to scale campaigns effectively while maintaining precision.

Deal ID: A Premium Opportunity for Publishers

Deal IDs, or unique identifiers for curated private marketplace (PMP) deals, are the cornerstone of premium programmatic advertising. Multi-signal strategies elevate Deal ID campaigns by offering advertisers:

• Verified Audiences: Publishers can build curated audience segments based on first-party data and enrich them with UIDs, creating high-value brand opportunities.
• Cross-Environment Targeting: Contextual and behavioral signals layered onto multip;e UID spaces ensure campaigns perform seamlessly across web, app, and connected TV (CTV) environments.
• Transparency and Control: By incorporating publisher-owned signals, Deal ID campaigns maintain transparency while delivering measurable outcomes for advertisers.

For publishers, multi-signal strategies ensure they can command higher CPMs for Deal ID inventory, maximizing revenue potential while delivering consistent results to buyers.

Why Contextual Signals Still Matter

While UIDs are essential, they are only one piece of the puzzle. Contextual signals—derived from Natural Language Processing (NLP) and content-level analysis—add depth to audience profiles.

For example, a user visiting multiple pages about calculus on an educational website can be placed in a “math enthusiast” or “student” audience bucket. This contextual insight provides advertisers transparency and audit-ability, showing how a user was categorized.

Layering contextual signals onto UIDs and first-party data creates a robust multi-signal approach that drives open marketplace and Deal ID campaigns.

Key Benefits of Multi-Signal Addressability

1. Maximized Revenue Potential: signals enriched with multiple IDs and contextual signals increase bid density, improving CPMs across both open and Deal ID campaigns.
2. Broader Demand Appeal: Brands value precision and transparency, making multi-signal strategies a competitive advantage for publishers.
3. Future-Proofing: Multi-signal approaches work seamlessly in cookie-constrained environments, ensuring sustained performance in the face of evolving privacy regulations.
4. Transparency and Auditability: With contextual signals included, advertisers can trust the quality and relevance of audience segments.

The Path Forward

Multi-signal strategies are no longer optional but necessary for publishers and advertisers navigating today’s addressability challenges. By integrating Universal IDs, contextual insights, and first-party data, publishers can unlock the full potential of their inventory while delivering exceptional value to brands.

For brands, this approach ensures precise prospecting, improved campaign performance, and seamless execution across channels. Whether for open marketplace campaigns or premium Deal ID opportunities, multi-signal addressability is the key to driving results in a privacy-first ecosystem.

Ready to maximize addressability? Contact GrowthCode to learn how our solutions can help you integrate multi-signal strategies, leverage Universal IDs, and unlock the power of your first-party data for programmatic success.