The Publisher’s Guide to Maximizing Visitor Value (Part 3: Marketer)

Part 3 of a Three-Part Blog Series 

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 User
• The Publisher
• The Marketer

Part 3: Maximizing Value for the Marketer

The marketer values a site based on:

• Signals they receive from the bidstream
• Identity match against their own system or preferred currency
• Perceived quality of the user (intent, loyalty, engagement)
• Fit of the user within standard or custom audience targeting recipes

The Mandate

Buyers understand the users they're trying to target  – within their own identity currencies. However, because of the lack of industry-wide coverage of any one addressable currency, buyers are now mapping their own limited-coverage currencies to various universal IDs to maximize their knowledge coverage. Therefore, it's critical for these buyers to see as many of these currencies in the bid stream to maximize the number of opportunities they can bid on for each defined segment and campaign.

When buyers then see user visits enriched with UIDs and other signals from the SSP, they can more readily and rapidly evaluate the visitor and her relevance to a defined segment. It follows that publishers that maximize signal are then preferred to those that have limited sell side signals. Buyers also prefer more signal in curation environments where they can structure media in even more bespoke ways to match the unique KPIs their clients seek.

How GrowthCode Helps

For marketers, the value of a user is entirely dependent on how well that user is understood and packaged inside the bidstream. Advertisers can’t bid confidently on what they can’t see—and most publishers still struggle to deliver high-fidelity signals that translate into marketer value. Especially in a post-cookie world, the fragmentation of identity across devices, platforms, and ecosystems makes precision targeting difficult.

GrowthCode solves this by enriching every bid request with the publisher’s multi-layered identity GRAPH using ENRICH. Using over 20 integrated ID vendors, GrowthCode ensures that the majority of impressions are addressable using currencies that buyers already work with. This dramatically increases match rates across DSPs.

Additionally, contextual and behavioral attributes derived from the publisher’s GRAPH are included—such as inferred interests or content affinities—allowing advertisers to understand not just who the user is, but what they’re doing in that moment.

CURATE then gives publishers the tools to create high-performance inventory packages that align to buyer recipes. For example, if a CPG brand is looking for health-conscious users on mobile devices with recent engagement, publishers can use first-party signals to build that segment and activate it via Deal IDs.

INSIGHTS supports publishers with transparency and ongoing understanding by showing which segments perform best, which demand partners engage with which cohorts, and where additional revenue potential lies. This makes the publisher not just a supplier of inventory—but a strategic data partner.

Result: A marketer sees more precision, less waste, and a higher chance of conversion—and returns to spend more with the publisher.

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.