GrowthCode Bid Enrichment Uplift Measurement with Prebid Analytics

This guide outlines how GrowthCode and its partners measure Uplift when they enrich bids using their first-party graph

OVERVIEW

Publishers use GrowthCode’s Addressability Management Platform to increase revenue by enriching bid requests with Universal IDs and SSP IDs.

To evaluate Graph & Enrich performance, GrowthCode measures uplift and bid density, providing a clear understanding of the impact of bid enrichment and the incremental revenue it produces.

A/B TESTING FOR UPLIFT

What is A/B Testing?

A/B testing (split testing) compares two groups to determine a variable's impact. GrowthCode uses this methodology to quantify the effect of Signal+ enhancements.

GrowthCode’s Testing Methodology

GrowthCode assigns users to audience cohorts and maintains their grouping for the duration of the test:

• Control Cohort (10%): No Universal IDs are injected into bid requests.

• Active Cohort (90%): Universal IDs are dynamically injected to enhance bid competitiveness.

UPLIFT CALCULATION METHODOLOGY

GrowthCode calculates uplift using a straightforward and structured method:

1. Determine the total number of impressions in the Control Cohort.

2. Calculate the eCPM of the Control Cohort by dividing total revenue by total impressions.

3. Apply the same process to the Test Cohort to calculate its eCPM.

4. Measure the difference between the eCPM values of the Test and Control Cohorts to find the incremental revenue per thousand impressions.

5. Multiply the incremental eCPM by the total impressions in the Test Cohort to determine the total uplift.

MEASUREMENT & DASHBOARD

GrowthCode provides a dashboard for publishers to track:

• Total Programmatic Revenue

• CPM

• Revenue Per Session (RPS)

• Bid Density

Publishers can filter results by:

• Time period

• SSP

• Browser

• Geography

BENEFITS OF USING PREBID ANALYTICS

• Standardized Measurement: Industry-consistent, bid-level insights.

• Faster Insights: Real-time auction performance analysis.

• Publisher Control: No reliance on GAM data.

IMPLEMENTATION TIMELINE

Results typically stabilize within 14-21 days. Publishers will have access to the updated dashboard and reporting tools as Prebid-based measurement rolls out.

For details or support, contact your GrowthCode representative.

NOTE: The Prebid “Asteroid” identity measurement module will be available shortly, and GrowthCode will add this testing tool to our services.