In today’s digital advertising landscape, where privacy and compliance regulations challenge the status quo, eCommerce brands, publishers, and advertisers need innovative solutions to enhance user identification, strategically communicate with their audiences, and drive revenue. Wunderkind, a leader in performance marketing, is tackling these challenges head-on with its proprietary, first-party Identification Network and complementary identification enrichment ecosystem. This ecosystem is centered around strategic partnerships with identity providers, enriching our network and ultimately boosting identification rates for our clients.

Wunderkind’s unique approach to identity enrichment integrates its own first-party identity and graph technology with supplemental third-party data sources. This process enhances the quality and scope of user identification, offering measurable business value to publishers, advertisers, and eCommerce clients alike.

What is identity enrichment?

At its core, identity enrichment refers to Wunderkind’s ongoing efforts to enhance user identification for its clients. By partnering with additional identity providers, such as LiveRamp and The Trade Desk’s Unified ID 2.0 (UID2), Wunderkind boosts identification rates across its network. This enriched identification data can be passed into the programmatic ad ecosystem, enabling our publisher clients to command higher CPMs from advertisers, resulting in a direct increase in revenue.

Through its identity enrichment process, Wunderkind delivers two key benefits. First, it enhances the quality and scale of user identification, helping clients engage users more effectively. Second, it provides publishers with richer user data, empowering them to attract more advertisers and increase the value of their ad inventory.

Wunderkind’s identity enrichment integrations

To achieve these benefits, Wunderkind has built an ecosystem of integrations with leading identity solution providers. Currently, Wunderkind supports identity enrichment through partnerships with LiveRamp, UID2 from The Trade Desk*, and is exploring additional partnerships as well.

LiveRamp

LiveRamp, a recognized leader in identity resolution, plays a crucial role in Wunderkind’s identity enrichment ecosystem. This integration provides incremental uplift in identification rates for Wunderkind’s clients, ranging from 2% to 8%. While LiveRamp’s identification quality may not match the granularity of Wunderkind’s proprietary first-party Identity Graph, its additional identification value is essential.

For publishers, the integration with LiveRamp means access to a larger pool of authenticated IDs. These additional user insights are particularly valuable in a world in which consumers are opting out of third-party cookies, where accurate user identification is key to delivering personalized ads and achieving higher CPMs. As advertisers continue to seek more robust targeting solutions, LiveRamp’s integration ensures that Wunderkind’s clients can meet these demands and remain competitive in the evolving digital marketplace.

UID2 from The Trade Desk

Wunderkind’s integration with The Trade Desk’s Unified ID 2.0 (UID2) represents a major step forward in identity enrichment and privacy-compliant ad targeting. UID2 is an open-source framework designed to replace third-party cookies while maintaining user privacy and targeting effectiveness. By generating UID2 tokens, Wunderkind enables its publisher clients to offer better audience addressability and command higher CPMs from advertisers.

One of the primary benefits of this integration is improved ad performance. When Wunderkind generates a UID2 token, advertisers can better target their campaigns, resulting in more personalized ads, higher engagement rates, and improved campaign outcomes. For publishers, the use of UID2 tokens translates into a lift in bid response rates. On average, Wunderkind has seen a 105% increase in bid responses, while CPMs have risen by 25%.

Additionally, UID2’s privacy-first approach ensures compliance with global data protection regulations while maintaining the quality of user identification. This means that Wunderkind’s clients can enjoy the best of both worlds: high-quality, privacy-compliant user data and enhanced monetization opportunities.

How identity enrichment drives business value

At the heart of Wunderkind’s identity enrichment efforts is the goal of driving measurable revenue gains for publisher clients. By enhancing identification rates through partnerships with LiveRamp, UID2, and other potential providers, Wunderkind enables publishers to pass richer user signals into the programmatic advertising ecosystem. The result is an increase in CPMs, better bid response rates, and improved overall ad performance.

For eCommerce clients, identity enrichment delivers value by improving the ability to engage users across the customer journey. By supplementing their own first-party data with enriched insights from Wunderkind’s ecosystem, these clients can offer more personalized experiences and drive higher conversion rates.

How Wunderkind’s approach is different

What sets Wunderkind’s identity enrichment apart from other solutions is its ability to combine a network of top publishers and eCommerce clients with its proprietary first-party identity and graph technology. This provides a more robust user identification layer than standalone identity providers can offer.

Moreover, Wunderkind’s approach is tailored to meet the specific needs of its clients, whether it’s boosting identification rates for eCommerce clients or generating higher CPMs for publishers through UID2 tokens. This unique value proposition ensures that Wunderkind’s clients are able to benefit from the entire identity enrichment ecosystem while staying ahead of the competition.

Future-proofing identity with Wunderkind

As privacy regulations tighten and the need for accurate user identification grows, Wunderkind’s identity enrichment ecosystem is proving to be a game-changer for publishers and advertisers alike. Through strategic integrations with partners like LiveRamp, UID2, and other potential solutions, Wunderkind is boosting identification rates, enhancing addressability, and driving measurable revenue gains for its clients.

Wunderkind’s commitment to privacy-first, user-centric solutions ensures that its clients remain competitive in the shifting digital landscape while offering a future-proofed approach to user identification. In the end, identity enrichment is not just about improving ad performance — it’s about setting a new standard for digital marketing success.