Introduction to Signal Identity Enrichment

What is Signal Identity Enrichment?

Signal Identity Enrichment uses the Sovrn Data Collective to boost yield on your unaddressable traffic. 

Why Signal Identity Enrichment?

30-40% of traffic on the web does not allow third party cookies, meaning advertisers need alternative solutions to identify and target users. This means publishers rely on a selection of identity vendors to build identity graphs and identify users on their traffic, but the ability of these vendors to increase yield is only as good as their identity graph.

Signal Identity Enrichment uses our data collective to boost the coverage of your ID partners on your users, meaning higher yield on more of your traffic.

How does it work?

When a user comes to your site, Signal Identity Enrichment will check for consent and look up the user to find their related hashed email in our data collective. We then pass this hashed email to your identity partners for them to update their ID graph and increase their coverage on your traffic. This will in turn maximise the uplift each UID can generate for you and increase your yield overall.

While there are other UID solutions which aim to match users using a hashed email such as UID2 and LiveIntent, these solutions will only enrich their own ID graph, whereas Signal will boost the performance of all of your UID providers.

How do you measure uplift?

To measure the impact of Identity Enrichment on your yield, we set three key-values in your Google Ad Manager account: signal-hem=passed, control or no-match. From this, we can use our control sets to accurately measure the yield impact of passing our hashed emails to your ID partners and the overall revenue uplift.

Which UIDs do we support?

We support all major UID providers that accept hashed emails via their Prebid identity submodule.