First-Party Data Enrichment for ORTB2 and Identity — Without Cookies
We’re excited to introduce powerful new privacy-first data enrichment features available today in Springwire by BizBudding. Designed for modern publishers operating in a cookieless world, these capabilities enhance ORTB2 bid requests and identity partner integrations—like ID5—using secure, real-time, first-party signals. These features are now built into the Mai Publisher platform and deploy seamlessly across all Springwire-powered sites.
How It Works
Geo-Targeting Without Cookies
Each bid request is enriched with non-identifiable geographic signals—including country, region, city, and DMA/metro code—without requiring cookies or persistent storage. These signals are injected directly into the ORTB2 object to improve precision and yield.
Network & Contextual Signals
We also enrich requests with network and device-level metadata such as ISP (ASN), connection type, and timezone. This supports better demand partner matching, enhanced fraud filtering, and creative optimization.
ID5 & Identity Partner Integration
Springwire directly integrates with identity providers like ID5, enhancing pseudonymous identity graphs with regional, device, and consent-contextual data. This improves match rates and downstream value, even as third-party cookies disappear.
Consent-Aware Personalization
Our platform respects user privacy and adapts intelligently to consent signals. In compliant regions, we infer safe defaults; where CMPs are active, our enrichment layer defers to their signals. All logic runs at the edge or in-session and is never stored or reused.
Zero Cookies. Full Context.
We do not rely on third-party cookies, fingerprinting, or long-term storage. Every enrichment signal is ephemeral, scoped to the current request, and engineered to maintain full compatibility with page caching and site performance.
“Because we manage the total publishing environment—from infrastructure to identity and monetization—Springwire can implement technologies like this in a way that’s both performant and secure,” said David Schmeltzle, President of BizBudding. “This is the kind of innovation we’re building to help publishers thrive in a privacy-first future.”
Privacy-First. Performance-Focused.
- No persistent identifiers or IP logging
- No reliance on fingerprinting or third-party cookies
- No disruption to CDN or full-page cache performance
- Fully compatible with Prebid, Amazon UAM, and GAM 360
Seamless Partner Compatibility
Our ORTB2 enrichment is fully compatible with:
- Prebid.js and Google PPS
- ID5, LiveRamp, and other identity solutions
- Amazon UAM and Magnite Demand Manager
- Google Ad Manager 360 and Open Bidding
Whether you’re running a niche site or a major publisher network, Springwire by BizBudding gives you the tools to scale securely, optimize yield, and meet the moment in a rapidly evolving advertising ecosystem.
