Programmatic advertising has transformed the way brands reach consumers, providing the ability to deliver ads to a target audience with precision. In the programmatic buying process today, the basic signals available in the bid request used for inventory qualification provide a foundational snapshot of the impression opportunity (e.g., device type, app store URL, operating system). These standard signals are essential for advertisers to make informed decisions about whether and how much to bid for the right audience.
However, advertisers often seek additional data points to further refine their targeting and measurement strategies such as content, geography, and identity-related signals.
While there are valid reasons why certain data may be withheld (e.g., privacy concerns, platform limitations, or publisher preferences), enriching the bidstream with more actionable data can enhance the value of each impression and ultimately drive results for both advertisers and publishers.
The value of signal enrichment for advertisers
Say a consumer wants to bid on a car at an auction; there might be one scenario where they just need a car that works well enough to get them from point A to point B. In this situation they don’t require a lot of information since they don’t need anything specific and may take whatever is available at an efficient price point. On the other hand, a consumer may be looking for a particular brand, model, or color. They need access to more details about the car in the auction since they are looking for something specific and are willing to pay more to get exactly what they want. This can be like programmatic bidding for advertisers.
Most of the time, basic signals used for inventory qualification by DSPs are enough for advertisers to run broad-based campaigns. But for those aiming to reach a precise audience, content-related signals and third-party identifiers like universal IDs in the bid request enable better decision making.
In streaming environments, where content is fragmented across apps and platforms, enriched signals are especially powerful. They help advertisers:
- Target and prioritize relevant ad opportunities
- Bid more confidently and competitively
- Spend more efficiently to improve win rates
How publishers benefit from signal enrichment
While enriched signals help advertisers, publishers also benefit from providing a clearer view of the ad opportunity. Since advertisers are willing to pay higher premiums for ad impressions that allow them to reach their audience, publishers who enrich their bid requests can unlock more value and see higher returns and revenue on their programmatic inventory. In fact, one publisher using FreeWheel’s signal enrichment tool saw a 57% increase in bid response rate, which typically correlates with higher revenue.1
Additionally, when signals like genre, channel, network, or universal ID were included by publishers, it resulted in an increase in bid price.
Source: FreeWheel Internal Analysis, April – June 2025.
Today, with the right partner, publishers can test and learn how populating content-related bid request fields – such as genre, livestream status, rating, and language – can drive better results for their inventory.
Of course, not every scenario calls for the same level of enrichment. That’s why it’s critical for publishers to work with a tech partner that allows them to easily populate what signals they want to pass in an automated way, while allowing them to maintain control over what is shared. Having the ability to do so enables publishers to strategically manage their inventory, build relationships with buyers, and most importantly maximize their revenue.
Signal enrichment drives results for buyers and sellers
Overall, bid request signal enrichment is a key value add within the programmatic streaming buying process as it improves the effectiveness of advertising and maximizes the value of each ad opportunity for advertisers and publishers alike.
For publishers looking to make the most of their high-value audiences, enriching bid request signals is a strategic approach to drive an increase in revenue. Finding a tech partner that enables them to choose when and how they pass enriched signals is key to helping unlock the full potential of their programmatic streaming revenue.
Source: 1. FreeWheel Internal Analysis, April – June 2025.
