First-Party Signal
Device, IP, and geo in every bid request. Richer signal, higher RPM.
The same impression, described better.
Most bid requests go out nearly blank: a URL, a placement, maybe a cookie. The first-party layer of Data Cortex adds device, IP, and geo to every request, so buyers can value the impression instead of guessing. It is the foundation tier, it ships free with Yield Cortex, and it adds no new ad slots. In a live A/B on the same inventory, requests carrying first-party signal earned more RPM in every measured window, up to +9% depending on the site.
First-party signal in the bid request vs without, across the test window.
Site-dependent, with peak days reaching +14%.
Ships with Yield Cortex as the Data Cortex foundation tier. No new ad slots, no creative changes.
What it is, in three lines.
Every day of the test, graphed.
Hover any day for the exact CPMs. No cherry-picked windows.
What the team wrote next to the numbers.
We started passing first party data in the bid request
Data: device, IP, and geo signals
We are running an A/B test and seeing an uplift on RPM of up to 9%, depending on site