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Daily Mail reports measurable improvements across several key measures of programmatic performance. Bid rates and fill increased in low signal environments such as Safari and Firefox. CPMs strengthened as identity enriched impressions attracted more competition from buyers. Win rates improved across both open exchange and PMP transactions.
Tamir Shub, VP of Business Development at Intent IQ, noted that KPIs moving in the right direction include match rate, bid rate, and win rate, especially with buyers that depend on identity signals to value impressions.
“Identity is wrapped around all different areas of programmatic advertising from campaign planning to activation and attribution.”
Jasper Liu
Senior Programmatic Yield Analyst at Daily Mail
ABOUT THE CUSTOMER
Daily Mail (MailOnline) is one of the world’s most widely read news and entertainment publishers, with a large international audience across desktop, mobile, video, newsletters, and podcasts. Its programmatic team prioritizes direct buyer paths, first party identity strategies, and continuous testing to sustain yield and protect long term monetization.
CUSTOMER CHALLENGE
As third party cookies lost reliability, Daily Mail faced mounting challenges:
- Low match rates in cookieless traffic such as iOS, Safari, Firefox, and CTV.
- Fragmented identity signals that made it difficult to deliver consistent audience addressability.
- Revenue pressure in an environment where buyers demand transparency and performance.
Without a solution, Daily Mail risked weaker CPMs, reduced bid activity, and diminished ROI for advertisers on premium video and display inventory.
PARTNER SOLUTION
Daily Mail adopted Intent IQ’s Bid Enhancement and identity resolution technology to make its impressions more addressable and valuable in cookieless environments.
SOLUTION HIGHLIGHTS
Identity as infrastructure:
Intent IQ’s graph connects users across browsers and devices with deterministic accuracy.
Bid enrichment:
Real-time identity signals are injected into bid requests, giving buyers confidence to bid more aggressively on previously low signal impressions.
Testing and transparency:
Continuous A/B testing compares revenue with and without Intent IQ, with reporting broken out by browser, buyer, and channel.
Seamless integration:
Options include JavaScript or server-to- server, supported by Intent IQ’s Professional Services team.
Differentiation:
Daily Mail highlighted Intent IQ’s ability to deliver precise, real-time resolution and high match rates while remaining interoperable with SSPs, DMPs, and analytics. This flexibility accelerated time to value and built trust with publisher and buyer teams.
AVAILABILITY
Daily Mail’s deployment demonstrates the impact of Intent IQ’s solution. Intent IQ’s Bid Enhancement technology is publicly available through AWS Marketplace, where customers can apply AWS credits and consolidate billing.
ABOUT THE PARTNER
Intent IQ is a global leader in privacy-first identity resolution, helping advertisers and publishers succeed across cookieless environments.
With capabilities including Alternative ID, Bid Enhancement, and a cross-device identity graph, Intent IQ enables addressability and monetization at scale. The solution is also available through AWS Marketplace, giving customers streamlined procurement and the ability to leverage AWS commitments.