To recap, this content series from GrowthCode explores how visitor value can be maximized for each of the three key stakeholders to create loyalty, returning traffic and deeper relationships with each stakeholder in the digital media value chain:
The publisher values a site based on:
A publisher needs to deeply understand their user in terms of the ways that they can be addressed by their upstream marketing and vendor customers. There is no single identity currency that rules. Nor does it seem the market will allow for one to win outright, given all the concerns about monopoly and the historical absurd high rate seeking that old world vendors have charged. Accordingly, most buyers are using different identity currencies in today's marketplace - and they often combine them to broaden their ability to maximize marketing opportunities. Therefore, a publisher needs to understand and transact with multiple different identity currencies for each of their users. This enables them to pass the currency up-the-chain for the buyers looking for their currencies to better understand each impression opportunity.
Publishers also need to know which users and audiences are most and least performant and how to merchandise these audiences using structured media products (such as curation or direct channels). Publishers also need to understand the value of the audiences sold in OpenRTB vs. within direct then optimally package those users together to maintain buyer loyalty and hit marketer KPIs.
With third-party identifiers fading, monetization can feel like a guessing game. Publishers see traffic but not identity—and that means missed value in every impression.
GrowthCode’s GRAPH builds a durable identity spine that links sessions across devices and time. Once users are recognized, ENRICH activates those profiles in the bidstream, adding high-quality signals that advertisers value—like known shopping behavior or repeat visits.
A returning, high-engagement user becomes a premium impression. And because ENRICH injects multiple recognized IDs (Panorama, ID5, UID2, Amazon ID, major SSP IDs, and many others), buyers can transact with confidence.
INSIGHTS closes the loop by discovering key audiences within the community, revealing which segments perform best, which traffic sources yield the most value, which IDs attract the highest pricing and where match rates can improve. Publishers can then focus on what works—optimizing layouts and floors, testing pricing, and developing audiences that monetize better.
Result: A publisher who recognizes and enriches user identity earns more from every impression and can bring that user back more effectively.
GrowthCode offers turnkey identity infrastructure, advanced audience segmentation, and cost-effective scaling options. This means you can achieve Disney-like monetization through a single smart partnership, without the prohibitive investment. It's time to leverage specialized infrastructure to punch above your weight class and maximize your ad revenue.
Click here to learn see a demo of this game-changing platform and speak with a member of our sales team.
GrowthCode provides an addressability management platform that affordably and rapidly delivers identity graphs to support a myriad of use cases like bid enrichment and curation for safely monetizing the first-party data across the revenue portfolio. If you want to learn more about how we do this, how much it will cost, and stand up a proof-of-concept, reach out here.