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In the evolving world of programmatic advertising, publishers are looking for every edge they can find.
With third-party cookies crumbling, search traffic cratering and signal loss accelerating, identity enrichment has become one of the most powerful tools in the publisher toolkit.
At GrowthCode, we’ve been tracking a powerful pattern: publishers that enrich their bid requests with 7 or more of the industry's standard Universal IDs consistently see superior results — both in CPM and in total revenue uplift.
Let’s break down what’s happening — and why 7+ IDs appears to be the inflection point where identity enrichment starts to outperform.
Why More IDs = More Addressability
Programmatic auctions are like data-driven matchmaking. The more recognized and understood a user is, the more confidently a DSP can bid competitively.
Enriching a bid request with multiple identity signals — like UID2, ID5, SharedID, Panorama ID, SSP Buyers IDs, etc. — increases the odds that at least one of them will match what the buyer is targeting.
Here’s what the data from one GrowthCode-powered publisher shows:
Once a publisher crosses the 7 ID threshold, the results speak for themselves:
- CPMs spike dramatically
- Total revenue uplift increases (13.2% v 3.9%)
- Prebid becomes a much more effective monetization channel
Why 7 Is the Sweet Spot
It’s not just about more — it’s about reaching the right number of interoperable, widely matched IDs that DSPs and advertisers already recognize.
Most DSPs aren’t yet ready to use every ID type — but nearly all major platforms can resolve at least some subset of popular IDs. By enriching your bid request with 7 or more, you increase the surface area for match success. This improves:
- Match rate between buyer and seller
- Bid density, as more DSPs can confidently value your impression
- Yield, through more competition and better targeting confidence
But Isn’t Managing 7+ IDs Hard?
It can be. Identity sprawl is real. Without the right infrastructure, publishers often struggle with:
- ID collisions and duplication
- Too many contracts
- Pageload speed
- Too many data fees
- Signal inconsistency across pages or wrappers
- Overhead of maintaining multiple integrations and standards
And Sales Houses that manage multiple publishers struggle with:
- the same issues as publishers (above)
- Higher cost: Sales houses need to pay high, per-publisher licenses (with high minimums) for each publisher for data and tech vendors - making this costly for their smaller publishers
- Difficulty scaling an all-encompassing ID solution across numerous publishers
- Challenges with maintaining multiple accounts for different publishers
- Legal and contracting complexities with multiple tech and data vendors
- Lack of unified account management across publishers
That’s where GrowthCode comes in.
How GrowthCode Makes It Simple
With GrowthCode ENRICH, our partners get:
- A single integration point for identity graph construction and bid enrichment across Prebid, server-side wrappers, and SSPs
- An ID mapping layer that standardizes identifiers and eliminates duplication
- Analytics that show exactly where IDs are driving uplift, so publishers can focus on what works
We handle the complexity — so you can capture the value.
Final Thought
In a world of lower traffic, shrinking signals, and tighter budgets, every impression counts. The data is clear: publishers who enrich with 7 or more IDs are seeing significantly better performance.
More IDs = More Revenue.
Click here to learn more, see a demo or 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.