Uplift Measurement: GrowthCode Bid Enrichment

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

WHAT

Publishers leverage GrowthCode’s capabilities to generate incremental revenue based upon capturing and syncing Universal IDs and SSP IDs into bid requests.

HOW

As part of this service, GrowthCode measures the performance of Bid Enrichment. GrowthCode measures lift and bid density.🚨 Note: To complete this reporting, GrowthCode requires read-only access to the local GAM instance. A/B TESTING FOR UPLIFT

What is an A/B Test?:

A/B testing (also known as bucket testing, split-run testing, or split testing) is a user-experience research methodology.[1] A/B tests consist of a randomized experiment that usually involves two variants (A and B),[2][3][4] although the concept can also be extended to multiple variants of the same variable. GrowthCode measures uplift using a standardized methodology using the following steps

1. GrowthCode automatically assigns every new user to a series of audience cohorts. Each user is randomly assigned to a cohort and remains in that cohort for as long as GrowthCode can identify them.

2. GrowthCode creates two key Cohorts.

   1. Control Cohort

   2. Active Cohort

3. Control Cohort

   1. 20% of all users (unless otherwise agreed)

   2. No IDs are injected into the bid request

4. Active Cohort

   1. 80% of all users (unless otherwise agreed)

   2. IDs dynamically enrich all bid requests

   3. Dynamic enrichment provides an AI-based algorithm that chooses which IDs are enriched for each SSP.

      1. GrowthCode varies enrichment by browser, SSP, DSP (when available), and Brand (when available) and adds additional variables to this process.

5. Measurement

   1. GrowthCode provides a dashboard illustrating the following:

      1. Total Programmatic Revenue

      2. Total Revenue

      3. RPM

      4. RPS

      5. Bid Density

      6. Comparing the Active Cohort to the Control Cohort.

6. Users can dynamically compare these measurements by:

   1. Time period

   2. SSP

   3. Browser

   4. DSP

It typically requires 30-45 days to see the results from the GrowthCode Data Refinery.