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Bid Request Enrichment

This article details how our Bid Request Enrichment and Decoration capabilities allow publishers to maximize the value of their inventory by providing demand partners with the high-value data they need to bid competitively.

What is Bid Request Enrichment?
Bid request enrichment is the process of automatically injecting high-value signals and deeper context into a bid request before it is broadcast to your demand partners. Through the Ad Manager Hub, you can enrich requests with highly valuable data points, including:
  • Optimal price floors
  • Publisher first-party data and audience segments
  • Shared user IDs (identity solutions)
  • IAB categories (contextual intelligence)
  • Custom key-values
The Strategic Impact
For publishers, enriching bid requests provides an immediate advantage in the auction:
  • Increased Auction Competitiveness: By providing buyers with greater clarity and relevance regarding the impression, you significantly improve the quality of the bid request. This translates directly into higher bid response rates, stronger auction competitiveness, and elevated overall yield.
  • Unlocking First-Party Data: As the industry shifts away from third-party cookies, the ability to seamlessly pass your proprietary first-party data and contextual signals directly into the bid stream ensures your inventory remains highly targetable and lucrative.
Seamless Integration via Bid Request Decoration
Enhancing your bid requests shouldn't require you to completely rebuild your site's architecture. To solve this, Ad Manager Hub utilizes Bid Request Decoration.
This feature allows our platform to dynamically customize the bid request tags so that they align perfectly with your existing Google Ad Manager (GAM) tag map.
 
The Enterprise Benefit: By simply updating the lightweight Opti Digital script in the <HEAD> of your site, the platform handles the complex data decoration in the background. This drastically reduces the workload on your development team while instantly boosting your programmatic RPMs.