Programmatic signals: The new foundation of accountability in digital advertising
Programmatic advertising has reached a point where the sophistication of our algorithms far outpaces the consistency of the information feeding them. Every bid decision, every impression won, and every optimization path taken is shaped by the quality of the signals passed through the programmatic supply chain. And yet, signals remain one of the most fragmented and least understood parts of digital media.
As agency buyers, we increasingly see how gaps in these signals influence everything from CPM volatility to win rates to delivery stability. The underlying issue is simple: you cannot optimize what you cannot see, and you cannot see what is never passed.
The IAB’s recent work on bid-signal guidance has been a turning point. For the first time, the industry is aligned on what signals are, how they function within OpenRTB, and why they are essential for transparent decisioning. This clarity comes at the right moment, especially as Connected TV becomes a core programmatic channel. CTV demands cleaner metadata, consistent identifiers, and reliable content classification. Without strong signals, buyers cannot validate environments, optimize confidently, or understand the true drivers behind cost and performance.
Even with stronger standards emerging, the reality is that much of the ecosystem still struggles. Many publishers lack the depth or accuracy of metadata required for modern machine-led buying. Some inventory arrives with missing device information, inconsistent content taxonomies, or fragmented supply-chain identifiers. In CTV especially, the absence of complete app-level or content signals makes it difficult to distinguish between premium placements and misclassified supply. These inconsistencies create noise in the system — noise that DSPs then attempt to compensate for in very different ways.
This is where decisioning divergence becomes most apparent. Although everyone is receiving the same bid request, each DSP interprets and weights those signals differently. Some rely almost exclusively on raw OpenRTB fields, giving buyers a high degree of visibility and control. Others apply heavy layers of proprietary modeling, where the UI is not always a perfect reflection of the underlying logic. And a handful rely on closed, internal frameworks where signal interpretation becomes abstracted and opaque. These platforms may perform well at scale, but they often limit the buyer’s ability to fully understand why decisions are made or how to influence them. In some cases, buyers might just assume that the inventory isn’t good or priced above their floors.
In Canada, the overall maturity of bid signaling remains uneven. Signals flow, but not consistently and varies dramatically depending on the supply path and buying platform.
Despite this, the past quarter has brought encouraging progress. For the first time, publishers, SSPs, DSPs, and agencies are talking openly about signal quality and its impact on transparency and performance. Through these conversations, one theme has emerged clearly: bid signals are the shared denominator behind every major challenge in programmatic today.
Omnicom Media Canada has been working closely with SSP and publishing partners across the marketplace to help bring more transparency to how decisioning works within the various buying environments. This collaboration has helped surface where the data and platforms break down, how signals are interpreted differently across platforms, and what operational and technical changes would materially improve decisioning quality. These ongoing partnerships are playing a key role in building shared understanding and elevating signal standards across the Canadian ecosystem.
As these discussions evolve, partners are beginning to map where gaps occur, how different systems evaluate incoming data, and how misalignment affects everything from pacing to optimization. Early alignment is emerging with expectations, and the role that signals must play in a modern, accountable programmatic marketplace.
One challenge remains: some major buying platforms maintain highly rigid and opaque approaches to signal decisioning. They provide limited visibility into how they evaluate or prioritize certain fields when deciding in their platform. As the ecosystem works toward greater interoperability and accountability, this lack of clarity continues to be a meaningful barrier.
Looking ahead, the Canadian marketplace should look to the industry boards organizations like the CMA and IAB for guidance and better alignment across partners.
More importantly, it will help the industry move from a world where signals are “nice-to-have” to one where they become the basis of trust, decisioning, and performance.
The platforms, publishers, and partners that invest in the accuracy, completeness, and transparency of their signals will set the standard for what accountable and effective digital advertising looks like. Stronger signals lead to smarter buying, and smarter buying leads to better results across the programmatic supply chain.
