Signal Your Way to Success (Part 2): How to Start Making Publisher-Passed Signals Work for You

Navigating addressability in today’s ever-evolving ad landscape is becoming increasingly complex, making it essential for publishers to adapt and implement the right strategies to sustain and grow revenue.

In our last blog, we explored how Publisher-Passed Signals (PPS) in the InMobi Advertising SDK enhance ad monetization by capturing first-party signals, acting as a vital bridge between publishers and advertisers, and enabling better supply representation, bidding optimizations, and more. Our research shows that signal-enriched impressions deliver 1.5–1.8x higher eCPMs.

Now, let’s dive into why adopting PPS is a strategic move for publishers to unlock new monetization opportunities and how seamlessly these signals can get integrated.

Why Publisher-Passed Signals Matter: Unlocking Yield Through Smarter Targeting

For publishers, passing high-quality, privacy-compliant signals isn’t just about adapting to industry changes—it’s about driving meaningful outcomes. Publisher-Passed Signals (PPS) improve addressability without compromising user privacy, and deliver measurable monetization impact:

1. Enable Better Targeting & Buyer Confidence: Rich, non-PII signals help advertisers accurately reach users with higher purchase intent, improving campaign performance and making your inventory more attractive.
2. Improve Supply Representation: Meeting Supply Path Optimization (SPO) thresholds and securing priority in a Queries Per Second (QPS)-constrained ecosystem by ensuring efficient, high-quality supply access.
3. Drive Higher Fill Rates and eCPMs: Enhanced signals increase the chances of bids on your inventory, improving fill and auction pressure, ultimately boosting yield.
4. Enhance User Experience: Better-targeted, relevant ads drive engagement and retention by delivering what users are more likely to respond to. InMobi Advertising enables publishers to diversify ads with access to 400K+ advertisers and 180+ DSPs, driving premium, full-funnel programmatic demand.

Publisher-Passed Signals are the foundation for sustainable, high-performance monetization. Now is the time to activate them.

How to Integrate and Send Signals to the InMobi Advertising SDK

We understand that integrations can be complicated, so we've streamlined the process to make it as simple and direct as possible. Publishers can easily share first-party signals in just two steps:

For more detailed instructions, refer to the official InMobi Integration Guide.

NOTE

• If you’re already working with InMobi via an SDK-integration, then you don’t need to integrate any additional SDK.
• The frequency of updating these key value pairs depends on the type of signal. For example, cohort signals might only need to be sent once, while session-level signals should be updated with each session.
• These signals are likely already being used via callbacks from mediations or other partners. Publishers just need to forward this data to the InMobi Advertising SDK.

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