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Partners LoginThe mobile app ecosystem is facing a paradox. While user engagement is at an all-time high, the traditional levers for in-app monetization—specifically targeted advertising and retargeting—have been disrupted by the deprecation of identifiers like the IDFA (Identifier for Advertisers).
For publishers and advertisers, the challenge is clear: How do you maintain revenue and relevance when the old signals go dark?
The answer lies in next-generation identity resolution. By moving beyond fragile identifiers and embracing a privacy-first approach, app developers and publishers can not only recover lost revenue but unlock new growth.
The Challenge: Signal Loss and App Abandonment
Mobile app owners struggle with two major issues today:
- Signal Loss: With the shift toward privacy (like Apple’s ATT framework), advertisers can no longer easily track users across apps, leading to lower CPMs for publishers.
- User Churn: A significant percentage of users install an app only to abandon it shortly after. Without identifiers like IDFA, re-engaging these “lost” users is nearly impossible.
Standard ad monetization strategies often fail here because they rely on data that simply isn’t there anymore. This is where cookieless monetization strategies become essential.
The Solution: Intent IQ’s Mobile Identity Hub
Intent IQ bridges the gap between privacy and performance. Our solution utilizes IDFV (Identifier for Vendors) clustering technology to create a persistent, accurate view of the user without violating privacy standards.
Unlike the IDFA, which requires opt-in, the IDFV is available to app publishers for all apps they own on a device. Intent IQ’s advanced algorithms cluster these signals to identify devices with over 90% accuracy across 80% of ad inventory.
Key Capabilities:
- iOS In-App Re-Engagement: We enable mobile DSPs to retarget users who have uninstalled or stopped engaging with an app. By clustering IDFVs, we can identify that User A on a gaming app is the same as User A on a news app, allowing for precise retargeting without compromising anonymity.
- Cross-App & Cross-Device Targeting: Our Identity Graph connects mobile in-app environments with the broader web (mobile web, CTV, and desktop), allowing for a unified view of the user journey.
Privacy by Design: We group IDs into targetable buckets rather than delivering one-on-one data, ensuring compliance with strict regulations like CCPA and maintaining user trust.
Success in Action: The Power of Partnerships
Our commitment to publisher monetization is reinforced by strategic partnerships that expand the reach of our identity graph.
- Start.io: In a recent collaboration, we merged web and in-app advertising capabilities to enhance user identification. This partnership allows publishers to navigate complex regulations while still delivering targeted, high-value impressions.
- Clinch: By partnering with Clinch, we’ve expanded omnichannel addressability, enabling marketers to achieve cross-app and cross-device targeting with a simple “click of a button” activation.
BidMachine: Integration with BidMachine has demonstrated the power of our data, boosting mobile ad performance by 35%+ on Android and 85%+ on iOS, proving that privacy-safe data can drive massive revenue lifts.
Watch: Privacy-Proof Monetization
To dive deeper into how we are solving the identity crisis for mobile publishers, watch our Chairman Roy Shkedi discuss our strategy with Start.io in the video below.
“When we build solutions with the consumer in mind, everyone wins—the consumer, the publisher, and the advertiser.”
Conclusion
The era of “easy” tracking via cookies and MAIDs is over, but the opportunity for media monetization is bigger than ever for those who adapt. Intent IQ’s cookieless monetization enrichment provides the infrastructure needed to thrive in this new landscape. By leveraging the Mobile Identity Hub, publishers can protect their yields, advertisers can reach their audiences, and users can enjoy a better, more private ad experience.
In-app Monetization FAQs
A: We utilize a unique clustering technology that leverages IDFVs (Identifier for Vendors) and other non-intrusive signals. By analyzing these signals across our massive device graph, we can associate a device with a stable identity bucket with over 90% accuracy, allowing for targeting even when the user has opted out of tracking (ATT).
A: Yes. We prioritize privacy by design. Our technology aggregates data into cohorts or buckets rather than tracking individuals on a one-to-one basis for ad delivery. We do not store PII (Personally Identifiable Information) in a way that can be reverse-engineered by unauthorized parties.
A: Absolutely. The Intent IQ Identity Graph connects data points across Mobile In-App, Mobile Web, Desktop, and CTV. This allows advertisers to understand if an ad seen on a Connected TV led to an install on a mobile device, closing the loop on attribution.
A: The Mobile Identity Hub is our specific solution designed to help DSPs and publishers target mobile app inventory using data from outside the app (e.g., web data). It preserves off-app data targeting as a major revenue source for mobile apps without requiring complex integration from app developers.