The advertising world is in a state of flux as the deprecation of third-party cookies progresses, leaving advertisers and publishers alike grappling with how to maximize reach, performance and monetization.
With some audiences still reachable by cookies and others not, the industry is seeking solutions that can bridge the gap. Alternative identifiers that can connect the sell-side and buy-side are attempting to fill the gap.
“Universal ID really encapsulates broad range of concepts,” says Fabrice Beer-Gabel, VP of Strategy & Partnerships at Intent IQ, in this video interview with Beet.TV.
Distributed Identity Innovation
Intent IQ has developed what it calls “distributed identity innovation” – an AI-based approach that uses deterministic signals to provide scale and accuracy without relying on third-party cookies.
The company’s solutions are built on its IQ ID, a universal identifier that Beer-Gabel describes as a “golden triangle” of privacy-safe reach, monetization and performance.
For publishers, Intent IQ offers Bid Enhancement to help monetize cookieless traffic, such as Safari or iPhone users, as well as audience extension to reach site visitors off-property.
Reaching The Unreachable
On the advertiser side, the company’s solutions enable activation of cookieless audiences across various pockets that are currently unreachable due to cookie deprecation.
The results, according to Beer-Gabel, have been impressive. In a campaign with global performance agency Involved Media, Intent IQ was able to increase reach and registrations for education programs by 80% compared to cookies alone.
“Now, incremental reach just brings that additional value to an advertiser,” he says.
In another campaign with agency PMG for a major entertainment brand, Intent IQ achieved 3x greater reach than cookies in retargeting iPhone users for a loyalty program.
You’re watching coverage of Beet.TV’s Global Leadership Summit: Data, Identity & Measurement, a Beet.TV Leadership Series at Cannes Lions 2024, presented by Digital Turbine, IAS, Intent IQ & TransUnion. For more videos from this series, please visit this page. To view all of Beet.TV’s Cannes Lions 2024 content, please visit this page.
