Start.io, a leader in mobile-driven supply-side platform (SSP) solutions, has announced an innovative partnership with Intent IQ, a frontrunner in identity resolution technology. This collaboration aims to significantly enhance audience targeting capabilities and boost revenue for mobile publishers.
Revolutionizing Ad Targeting with Identity Resolution
The partnership brings together Start.io’s robust mobile advertising capabilities and Intent IQ’s state-of-the-art identity resolution platform. The integration focuses on matching mobile advertising IDs (MAIDs) with alternative IDs, which include enriched contextual and demographic data. By doing so, both companies aim to improve ad targeting precision, benefiting advertisers and publishers alike.
Real-World Testing Delivers Promising Results
In a comprehensive test involving millions of real-world ads, the partnership yielded impressive results:
- Higher Fill Rates: Start.io recorded a 9.8% average increase in ad fill rates.
- Revenue Growth: Daily ad revenue surged by 12% for ads enhanced with data from Intent IQ’s platform.
Andrew Younan, SVP of Product & Engineering at Start.io, highlighted the significance of these results:
“We are laser-focused on helping mobile publishers compete for the highest possible CPMs. Partnering with Intent IQ has been hugely beneficial for us and the publishers we work with. In an industry as hyper-optimized as ours, winning 12% higher revenue per day is a game-changer.”
Driving Innovation in Mobile and Desktop Advertising
Dror Ben Yishai, CTO of Intent IQ, emphasized the versatility of their platform:
“Our partnership with Start.io demonstrates how effective our alternative ID can be in mobile environments in addition to traditional desktop environments. By extending our bid enhancement solution to mobile publishers with Start.io, we are helping these publishers drive material differences in their business outcomes in a very competitive space.”
This collaboration highlights the growing importance of alternative IDs in bridging gaps between mobile and desktop advertising strategies.
How the Technology Works
The integration leverages Intent IQ’s identity resolution technology to match MAIDs with alternative IDs. Here’s how it works:
- MAID Matching: Start.io embeds MAIDs in each ad request (where permissible) to enable precise audience targeting.
- Alternative ID Enrichment: Intent IQ’s platform matches these MAIDs with alternative IDs enriched with contextual and demographic data.
- Enhanced Ad Requests: Ad requests containing both MAIDs and alternative IDs are sent to advertisers, offering improved targeting capabilities compared to MAID-only requests.
Performance Comparison: MAIDs vs. MAIDs + Alternative IDs
The test conducted by Start.io compared the performance of ad requests containing only MAIDs with those enriched by alternative IDs. The results clearly showed the advantages of combining data sources:
- Enhanced targeting precision led to higher engagement rates.
- Advertisers achieved better campaign outcomes due to improved audience reach.
Why This Partnership Matters for Mobile Publishers
Mobile publishers operate in an increasingly competitive landscape, where optimizing ad revenue is critical for success. Start.io’s integration with Intent IQ empowers publishers to:
- Boost CPMs: By leveraging enriched audience data, publishers can attract higher bids from advertisers.
- Enhance User Experience: Precise ad targeting reduces irrelevant ads, improving the end-user experience.
- Gain a Competitive Edge: The ability to achieve higher fill rates and revenue positions publishers to outperform competitors.
Expanding the Horizons of Mobile Advertising
Start.io delivers hundreds of millions of ads daily to thousands of publishers worldwide. This partnership with Intent IQ represents a significant leap forward in mobile advertising by:
- Bridging the gap between mobile and desktop ad strategies.
- Introducing scalable solutions for identity resolution in mobile environments.
- Setting a new standard for audience targeting and ad performance.
What’s Next for Start.io and Intent IQ?
As the digital advertising ecosystem continues to evolve, both companies plan to explore additional ways to expand their collaboration. Future initiatives may include:
- Further testing of alternative ID solutions across different advertising channels.
- Enhancing data privacy and compliance measures to ensure ethical ad targeting.
- Introducing advanced analytics tools to provide publishers with deeper insights into campaign performance.
Conclusion
The partnership between Start.io and Intent IQ marks a pivotal moment in mobile advertising innovation. By combining Start.io’s mobile SSP expertise with Intent IQ’s identity resolution capabilities, the collaboration delivers measurable improvements in ad fill rates and revenue. This partnership not only benefits mobile publishers but also underscores the growing potential of alternative IDs in enhancing advertising outcomes.
For publishers and advertisers looking to stay ahead in the competitive ad tech landscape, this collaboration sets a benchmark for leveraging advanced identity resolution to achieve tangible business results.