GrowthCode For DSPs and SSPs
Solutions
DSPs and SSPs struggle with post-cookie preparedness resulting from signal loss. Sitting back and waiting for Google isn't a strategy. Investing in first-party addressability is.
Core Problem
SSPs and DSPs struggle with third-party cookie deprecation and the future of the industry
Headwinds
User privacy, vendor confusion, sketchy offerings, and platform indecisiveness have prevented productive moves
The Solution
The web has solutions that strengthen independent offerings and reduce Monopoly power
The Core Problem

DSPs and SSPs struggle with signal loss as cookies are deprecated. Without signal, core platform functions will continue but without any per-person targeting- greatly hurting CPMs and revshare from higher priced impressions. Simply put, losing addressability could be catastrophic to those being paid on a revshare model for their services.
Sell-side vendor signal loss
SSP Questions
- How do I maintain signal to address individual users without my 3rd party ID on the publisher site?
- How do I maintain addressability in Open RTB?
- How do I prevent risks such as ID bridging and UID stuffing?
- What’s the easiest way to leverage this new crop of Universal IDs to fight signal loss as these IDs are passed in the bidstream?
Buy-side vendor challenges
DSP Questions
- How can I match my DSP IDs to supply without the 3rd party cookie?
- How do I target individual users without my cookie?
- How can I use publisher first-party data to build my own targeting and activate with my tools?
- How can I construct bespoke audiences for my brands versus off-the-shelf offerings from marketplaces?
- How do I connect my customer’s CRM data to the sell-side while observing privacy and user preferences?
- What’s the easiest way to leverage this new crop of Universal IDs to fight signal loss as these IDs are passed in the bidstream?
Headwinds
Given this new set of addressability problems on the open web and the lack of definitive and clear identity solutions outside the logged in environments, SSP and DSPs need to invest in connecting their internal ID system to first-party data safely and while observing personal and industry privacy concerns.
Connecting the SSP or DSP identity space to addressable signals from publishers - and thus the broader ecosystem – enables DSPs and their SSP partners to plan, activate, and measure - without the 3rd party cookie. 
However, extending the demand ecosystem to the sell side data set is costly, time consuming and fraught with privacy and user concerns.
The Solution
GrowthCode has invested millions to build an “easy button” that offers vendors the instant-on infrastructure to connect across the advertising and marketing ecosystem to power both existing activation like retargeting, Open RTB and Deals - as well as future channels like direct first-party deals with publishers via deal curation.

With GrowthCode, SSPs and DSPs independently maintain addressability and construct a bridge to the future:
These stakeholders no longer need to invest millions to integrate and support the 25+ UIDs required to understand which UIDs work for which marketing use case. Nor do they need to spend untold hours re-building an ID graph–it can be connected via GrowthCode Rosetta.
SSPs and DSPs also can easily ‘avoid the wait’ and avoid dependence on Google and immediately create an alternative path today using the infrastructure GrowthCode offers.
Identity Graph
Data Insights
Bid Enrichment
Curation Tools
