--- title: "Bid Signal Enrichment in adtech: Navigating Universal IDs and First-Party Data" description: What is bid enrichment and how publisher use it to maximize media yield. image: https://info.growthcode.io/hubfs/BidDecoration-Top.jpeg --- [![growthcode-HORIZ-BlueHR](https://info.growthcode.io/hs-fs/hubfs/growthcode-HORIZ-BlueHR.png?width=182&height=37&name=growthcode-HORIZ-BlueHR.png "growthcode-HORIZ-BlueHR")](http://www.growthcode.io) - Product - [Platform](https://www.growthcode.io/platform) - [GRAPH](https://www.growthcode.io/graph) - [ENRICH](https://www.growthcode.io/enrich) - [INSIGHTS](https://www.growthcode.io/insights) - [CURATE](https://www.growthcode.io/curate) - [ROSETTA](https://www.growthcode.io/rosetta) - Solutions - [For Publishers](https://www.growthcode.io/publishers) - [For Brands & Buyers](https://www.growthcode.io/demand) - [For DSPs & SSPs](https://www.growthcode.io/dsp-ssp) - [About](https://www.growthcode.io/about) - Resources - [Blog](https://info.growthcode.io/blog) - [Downloads](https://info.growthcode.io/growthcode-downloads) - [GrowthCode Glossary](https://www.growthcode.io/growthcode-glossary-of-addressability-terms) - [Documentation](https://docs.growthcode.io/) - [Login](https://dashboard.firstparty.id/login) [Log In](https://dashboard.firstparty.id/login) ![Bid Signal Enrichment in adtech: Navigating Universal IDs and First-Party Data](https://info.growthcode.io/hubfs/BidDecoration-Top.jpeg) [Back to main blog](https://info.growthcode.io/blog) [bid enrichment](https://info.growthcode.io/blog/tag/bid-enrichment) [identity](https://info.growthcode.io/blog/tag/identity) # Bid Signal Enrichment in adtech: Navigating Universal IDs and First-Party Data on August 1, 2023 ## **PART 1: Understanding Bid enrichment** ![BidDecoration-1](https://info.growthcode.io/hubfs/BidDecoration-Top-1.jpeg)   In the dynamic world of advertising technology in the ‘loss of signal era”, bid enrichment plays a pivotal role in enriching bid requests with crucial information related to impressions, users, cohorts, and contextual signals. These additional data signals empower potential buyers with valuable insights, fostering a more informed and targeted advertising experience. In this blog post, we delve into the intricacies of bid enrichment, focusing on the significance of universal IDs and the transition from third-party to first-party data.  ### **Understanding Bid Enrichment and Universal IDs** Bid enrichment enhances bid requests with additional information linked to impressions, users, or contextual cues. This incremental data provides additional signals and valuable insights to demand partners (SSPs and DSPs), elevating the advertising experience for both advertisers and consumers and thereby increasing the impression value for the publisher. Critical elements in enriching the bid include universal IDs, IAB categories, and other acceptable data points.   Universal IDs, in particular, are becoming crucial components of bid enrichment. With over forty-five potential UIDs available, it is essential to focus on the most relevant ones. Among the myriad options, around two dozen universal IDs stand out due to their high importance and frequent usage. Some commonly utilized universal IDs include ID5, Ramp ID, Panorama ID, Shared ID, Criteo ID, Hadron ID, 33Across, Transunion's Fabrik ID, Yahoo Connect ID, and several others.   To illustrate the prevalence of these identifiers, the chart below from [Sincera](https://app.sincera.io/) highlights the "deployed identifiers" based on the volume of publishers who utilize these IDs:   ![](https://lirp.cdn-website.com/0554e939/dms3rep/multi/opt/Image+8-1-23+at+11.03+AM-1920w.jpg) ### The Shift from Third-Party Cookies to First-Party Data In the past, targeting information heavily relied on data collected from third-party cookies. These cookies allowed third-party entities like DMPs to track users across numerous websites, offering insights into user intent based on browsing behavior. Combined with offline data on demographics, income, product ownership, loyalty, and more, advertisers could effectively identify their target market's core characteristics. However, with the deprecation of third-party cookies, only [about 33% of users](https://www.exchangewire.com/blog/2023/06/01/the-cookie-cliff-is-coming-what-are-you-going-to-do-now/) are now addressable with third-party cookies. As a result, the industry is undergoing a significant shift from relying on third-party data to leveraging first-party data. [A deep explanation is available here](https://www.growthcode.io/unleashing-the-power-of-first-party-cookies-how-they-are-transforming-digital-advertising), but for this post, publishers need to recognized that many of the UIDs are built off of your first-party cookie and therefore, create a new opportunity for publishers to leverage this data. This shift puts publishers in a unique position to control and maximize the value of their home audience while also providing valuable audience intelligence to increase impression value. [Next Post>](https://info.growthcode.io/the-growthcode-blog/bid-decoration-in-adtech-part-2) ## Similar articles [bid enrichment](https://info.growthcode.io/blog/tag/bid-enrichment) [identity](https://info.growthcode.io/blog/tag/identity) ##### [Innovations in Bid Enrichment. We have arrived at 2.0](https://info.growthcode.io/blog/bid-enrichment-innovations) By [Jonathon Shaevitz](https://info.growthcode.io/blog/author/jonathon-shaevitz) on March 27, 2025 The advertising landscape is evolving rapidly, and more sophisticated tools are needed to maximize ad performance. Bid enrichment with universal ID signals has recently become a critical... [Read More](https://info.growthcode.io/blog/bid-enrichment-innovations) 5 min read ##### [Nuances of SDA: when & why will publishers will invest in it (pt 2)](https://info.growthcode.io/blog/nuances-of-sda-and-when-and-why-will-publishers-will-invest-in-sda-part-2) By [Trip Foster](https://info.growthcode.io/blog/author/trip-foster) on November 21, 2022 As with all things adtech… Seller Defined Audiences (SDA) is complicated (Part 2 in our Seller Defined Audience briefing) See part 1 here As always, the devil is in the details.... 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[Read More](https://info.growthcode.io/blog/will-universal-ids-replace-the-3rd-party-cookie) 5 min read [bid enrichment](https://info.growthcode.io/blog/tag/bid-enrichment) [identity](https://info.growthcode.io/blog/tag/identity) ##### [The New Rules of Addressability: Why 7+ IDs Is the Sweet Spot for Prebid Uplift](https://info.growthcode.io/blog/why-7-ids-is-the-sweet-spot-for-prebid-uplift) By [Trip Foster](https://info.growthcode.io/blog/author/trip-foster) on July 15, 2025 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... 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