How BRAVE Built Smarter, Privacy-Safe SSP Auctions with ROQAD

The Challenge

As cookies disappear, SSPs see fewer recognisable users in each auction. BRAVE needed to improve ID recognition across a fragmented ecosystem, keep match rates up, and offer buyers more transparent, people-based supply paths, all while staying compliant.

The Approach

ROQAD embedded its cross-device identity graph and household graph directly into BRAVE's auction logic, alongside real-time contextual enrichment. The privacy-first architecture works with the modern IDs buyers already use.

How We Did It

1. 1

   Identity and household graphing built into the auction, for smarter decisions across shared devices and CTV.

2. 2

   Contextual enrichment mapped to IAB categories in real time.

3. 3

   A privacy-first ID architecture that supports UID2, RampID, PubCommon and other modern IDs.

The Results

• Higher cross-device match rates
• More relevant, brand-safe ad delivery
• Better audience recognition across mobile, web and CTV
• Transparent, future-proof supply paths