Google recently released Encrypted Signal Passing (ESP), which is the ability for a publisher to send encrypted signals – including identifiers and first-party data – through Google’s Open Bidder to be monetized across those supply paths. This will make it possible for publishers to pass select IDs through Google’s Open Bidding (OB), making key supply paths addressable and driving incremental monetization.
ESP currently passes Criteo ID, BritePool, LiveRamp ATS, UID2.0, ID5, Shared ID, Lotame’s PanoramaID, and Parrable ID.
Ad.Plus encourages publishers to set up Google’s ESP feature, and the steps to do so can be found here.
Please reach out to your Account Manager with any questions.