Contact Us
Partners LoginThe shift away from third-party cookies has created a paradox for publishers: a large portion of their high-quality traffic—often from default browsers like Safari, Firefox, and high-value mobile apps—is now considered “cookieless inventory.” While users are present, the traditional mechanisms for identifying and targeting them are gone, leading to significant signal loss and revenue erosion for publishers.
This challenge means a substantial amount of ad inventory becomes undervalued, resulting in lower CPMs (cost per thousand impressions) and reduced fill rates, especially on cookieless browsers that constitute a major part of global traffic.
Intent IQ's Bid Enhancement: an identity solution that works for everyone
The Problem: Addressability Gaps in Cookieless Inventory
When a user on a cookieless browser triggers an ad request, that request often lacks the third-party cookie or standardized ID necessary for demand-side platforms (DSPs) to recognize the user and confidently bid on the impression. For a publisher, this translates to:
Missing Demand IDs: SSPs and DSPs cannot match the user to their known segments.
Depressed CPMs: Bidders become hesitant and place lower bids on unidentified or “blind” traffic.
Revenue Loss: Programmatic activity suffers, forcing publishers to leave potential money on the table.
Intent IQ’s Solution: Monetizing Unaddressable Inventory
Intent IQ, an identity resolution pioneer, specializes in turning this unaddressable cookieless inventory into high-value, monetizeable assets through its flagship Bid Enhancement service.
The solution is built on two core components:
1. The Real-Time Identity Switchboard
At the heart of the technology is the Intent IQ ID (IIQ ID), fueled by patented, first-party ID clustering technology and a robust Identity Device Graph. When a cookieless bid request is generated, Intent IQ’s system acts as a real-time ID switchboard.
Instead of relying on third-party cookies, the technology uses privacy-safe, deterministic, and probabilistic data points to resolve the user’s identity and enrich the bid request with the necessary missing SSP and DSP demand IDs. This process effectively restores addressability to the cookieless traffic.
2. Scale, Accuracy, and Performance
The Bid Enhancement solution transforms a publisher’s cookieless inventory into a competitive programmatic environment, delivering immediate, measurable results:
Monetization at Scale: Intent IQ helps partners monetize over 80% of their ad inventory in cookieless environments, covering vast traffic across 80,000+ premium sites.
Revenue Lift: Publishers leveraging this technology often experience a substantial boost, with reported revenue lifts of 50% to 150% on their cookieless ad revenue.
Performance-Based Model: Intent IQ is only paid from the incremental revenue it generates for its sell-side partners. This risk-free, performance-based model provides a transparent way for publishers to regain lost programmatic revenue.
By ensuring that targeted ads can be successfully delivered to consumers in compliance with local privacy regulations, Intent IQ allows publishers, video platforms, exchanges, and CTV & Mobile Apps to stabilize and significantly grow their revenue streams, future-proofing their business against evolving privacy standards.
Cookieless Inventory FAQs
A: Cookieless inventory refers to ad opportunities (impressions) generated from user traffic on browsers or platforms that block third-party cookies.
This primarily includes browsers like Safari, Firefox, and Microsoft Edge, as well as traffic from mobile apps and Connected TV (CTV).
A: It is under-monetized because third-party cookies were the primary mechanism for audience targeting.
Without them, the bid request lacks the necessary IDs for DSPs to identify the user and place an informed, competitive bid, leading to lower win rates and depressed CPMs.
A: Intent IQ uses its Bid Enhancement solution, powered by the IIQ ID and patented 1st-party ID clustering technology.
This system acts as an ID switchboard, resolving the user’s identity in a privacy-safe way and injecting the correct, missing SSP and DSP partner IDs into the bid request in real-time.
A: Intent IQ’s partners typically see a significant lift.
News reports and company data (such as the Fandom case study) suggest that publishers’ cookieless ad revenue can be lifted by an average of 50% to 150% after implementing the Bid Enhancement solution.
A: Yes.
Intent IQ’s technology is built with a privacy-by-design foundation.
Its identity resolution approach and use of first-party ID clustering are compliant solutions that enable publishers to monetize their inventory while respecting user privacy and local regulations.