The New Rules of Addressability: Why 7+ IDs Is the Sweet Spot for Prebid Uplift

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.