The remarkable results of a new partnership with Involved Media, a global full-service independent media agency, were recently announced by Intent IQ, a leader in next-generation identity resolution with a strong focus on privacy. The collaboration led to a remarkable increase of 77% in new leads from iOS and Safari users, while also reducing the campaign’s cost per lead by an astonishing 70% compared to previous campaign flights. These outcomes underscore Involved Media’s commitment to efficient and scalable solutions that deliver measurable results.

Intent IQ provided Involved Media with its comprehensive cookieless activation and attribution suite, powered by the advanced AI-driven Intent IQ ID (IIQ ID). This alternative ID facilitates Bid Enhancement and covers over 80,000 publisher sites. It ensures privacy-safe addressability for over 180 million cookieless users across North America on platforms like iOS, Safari, and other cookieless browsers, devices, and apps. This extensive reach and privacy compliance are crucial in today’s advertising landscape, particularly as the industry grapples with the challenges posed by the deprecation of third-party cookies.

The phase-out of third-party cookies aims to enhance user privacy but also poses significant hurdles for advertisers and media companies, especially in iOS and Safari environments. The reduction in the efficacy of audience data and the performance of mid and lower-funnel programmatic campaigns necessitates the adoption of new privacy-safe solutions. Advertisers must implement these solutions to maintain and enhance campaign performance and scale in a cookieless future.

The campaign, executed over two months using Intent IQ’s end-to-end activation and attribution suite, showcased several proven solutions. These included first-party data onboarding for advertisers, the creation of audiences similar to those based on cookies (both cookie-based and cookieless), audience activation through Deal IDs on the client’s preferred DSP, and full-funnel attribution across devices, emphasizing cookieless environments. The advanced end-to-end solution suite, powered by IIQ ID, facilitated the deployment and measurement of the campaign, boasting a deterministic accuracy of over 90%.

Roy Shkedi, Chairman of Intent IQ, emphasized the pivotal moment the industry is experiencing. “Companies that have depended heavily on third-party cookies must quickly find new solutions to stay relevant in a cookieless future,” Shkedi stated. “Advertisers now need to integrate various elements to effectively deliver and measure cookieless campaigns, a task that requires an advanced end-to-end suite for audience mapping, onboarding, activation, and attribution. Our partnership with Involved Media demonstrates how our AI-powered technology suite allows advertisers to reach cookieless audiences at a cost-effective scale, significantly increasing leads while reducing the cost per lead.”

Shukmei Wong, SVP of Omnichannel Media at Involved Media, highlighted the agency’s strategic methodology. “Our media approach combines data, insight, and hands-on testing to enhance advertising outcomes that support brand growth,” Wong explained. “Collaborating with Intent IQ, we efficiently build scale and drive performance while addressing signal loss challenges. The precision of their identity-based audience targeting is matched only by the team’s dedication to our business.”

The partnership between Intent IQ and Involved Media demonstrates the transformative potential of advanced identity resolution technologies in a cookieless advertising landscape. By leveraging Intent IQ’s innovative solutions, Involved Media achieved significant improvements in lead generation and cost efficiency, setting a new standard for future campaigns.

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