Key Takeaways

• Secure signals allow publishers to share encrypted user data with specific bidders they choose

• They enable targeted advertising even in a more privacy-restricted ecosystem

• Publishers maintain control over what data is shared and with whom

• Implementation requires minimal technical effort through Google Ad Manager

• Secure signals help maintain addressable inventory as third-party cookies disappear

What Are Secure Signals Anyway?

If you've been trying to keep up with all the privacy changes in ad tech lately, you mighta heard the term "secure signals" tossed around—especially in Google's ecosystem. But what actually are they?

Simply put, secure signals are encrypted data packages that let publishers share valuable targeting information with specific bidders while maintaining user privacy. Think of them as sealed envelopes that only certain recipients can open.

They were developed in response to the increasingly complex privacy landscape, where traditional targeting methods like third-party cookies are becoming obsolete. Google introduced them as part of their broader strategy to help publishers and advertisers maintain targeting capabilities while respecting user privacy.

How Do Secure Signals Work?

The process is actually simpler than it sounds:

1. Collection: Publishers implement tools to collect signals on their website (like universal IDs from vendors such as LiveRamp, ID5, or Publisher-Provided Identifiers)

2. Encryption: These signals get encrypted, Google can't see what's inside them

3. Transmission: The encrypted signals travel alongside bid requests to specific bidders you choose

4. Utilization: Only authorized bidders can decrypt and use these signals for better targeting

What makes secure signals different from regular data sharing is the encryption. Even Google can't access the information inside the signals, which helps publishers comply with privacy regulations like GDPR and CCPA.

Why Should Publishers Care About Secure Signals?

In today's increasingly cookieless world, publishers need new ways to make their inventory valuable. According to a study by IAB Tech Lab, publishers who implement identity solutions like secure signals see CPM increases of 30-40% compared to non-addressable inventory.

Secure signals offer several benefits:

• Higher CPMs: By providing more targeting data to bidders, your inventory becomes more valuable

• Better targeting: Advertisers can deliver more relevant ads to your audience

• Privacy compliance: The encryption helps meet regulatory requirements

• Control: You decide which signals to share and with which bidders

• Future-proofing: As third-party cookies phase out by 2025, secure signals will become increasingly important

As Digiday reported, publishers implementing identity solutions through secure signals are seeing CPM lifts of 20-60% compared to non-addressable inventory.

Setting Up Secure Signals

Implementation isn't as daunting as it might seem. If you're using Google Ad Manager, the process involves:

1. Choose which identity providers or data signals you want to implement

2. Enable secure signals in your Google Ad Manager account

3. Select which bidders should receive your signals

4. Implement the necessary code on your site

Google provides documentation on setting up secure signals, and most identity providers offer integration guides specific to Google's secure signals framework.

Common Types of Secure Signals

There are several types of data that publishers typically share via secure signals:

1. Universal IDs

These are persistent identifiers provided by companies like LiveRamp, ID5, and Prebid that help maintain user recognition across sites and devices. According to LiveRamp's documentation, their Identity Envelope can be shared directly with bidders through secure signals.

2. First-Party Data Segments

Publishers can categorize their audiences based on behavior, interests, or demographics and share these segments securely.

3. Contextual Signals

Information about the content being viewed, which helps with contextual targeting without relying on user identity.

4. Publisher-Provided Identifiers (PPIDs)

Custom identifiers created by publishers based on logged-in user data.

Challenges and Considerations

While secure signals offer clear benefits, there are some challenges to consider:

• Limited visibility: Once signals are encrypted, publishers have no visibility into exactly what data is being shared

• Dependency on bidder support: Only bidders who have integrated with the secure signals framework can utilize the data

• Technical implementation: While easier than building custom solutions, it still requires some technical knowledge

• Data management responsibility: Publishers remain responsible for the data they collect and share

The Future of Secure Signals

As third-party cookies continue to fade away, secure signals will become increasingly important in the advertising ecosystem. According to the Network Advertising Initiative, 2024 is a milestone year for privacy-enhancing advertising technologies, with secure signals playing a central role.

The technology continues to evolve, with Google expanding secure signals to more environments and bidding systems, including app environments through SDK bidding. The Privacy Sandbox initiative is also developing complementary technologies that will work alongside secure signals.

Bottom Line

Secure signals represent a critical adaptation in ad tech, balancing the need for effective targeting with increasing privacy demands. For publishers serious about maximizing revenue in the post-cookie era, understanding and implementing secure signals isn't just nice-to-have—it's becoming essential.

By giving publishers control over what data they share and with whom, while maintaining strong privacy protections, secure signals offer a path forward in the increasingly complex digital advertising landscape.

This article is part of our Monetization Minis series, designed to help publishers and adtech professionals understand key concepts in digital advertising monetization.