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Partners LoginThe digital advertising landscape is undergoing a monumental shift. The threat of the deprecation of third-party cookies by major browsers like Safari, Firefox, and soon, Chrome, has moved marketers closer to a “cookieless” world where traditional methods of audience targeting and monetization are becoming increasingly ineffective. For publishers and advertisers, this presents a significant challenge: how to maintain revenue and campaign performance without relying on third party cookies.
Intent IQ, an identity resolution pioneer, is at the forefront of this new era, offering a comprehensive, cookieless monetization solution designed to help businesses thrive. The company’s patented technology, powered by its real-time Identity Device Graph and the Intent IQ ID (IIQ ID), enables a privacy-friendly approach to audience addressability and monetization at scale.
How Intent IQ Solves the Cookieless Challenge
Intent IQ’s solution is built on a foundation of patented, first-party ID clustering technology. Unlike traditional methods that rely on third-party cookies, this technology helps identify clients and prospects across various screens while keeping privacy a top priority.
Intent IQ’s technology offers two key services for the cookieless world:
- Bid Enhancement for Publishers: For publishers, the cookieless world often results in under-monetized inventory, particularly on browsers like Safari and Firefox. Intent IQ’s Bid Enhancement service fills in the gaps of missing IDs from sell-side platforms (SSPs) and demand-side platforms (DSPs) in cookieless bid requests. By providing these missing IDs, publishers can increase their revenue from cookieless inventory, often seeing a revenue lift of 30-50%. Intent IQ’s performance-based model, which only takes a share of the incremental revenue it generates, provides a risk-free path for publishers to regain control of lost revenue.
- Cookieless Audience Activation for Advertisers: Advertisers face the challenge of reaching their target audiences without relying on third-party cookies for retargeting and attribution. Intent IQ’s solution enables advertisers to activate their first-party data, third-party data, and onboarded data to reach users on cookieless platforms. The company’s technology is capable of delivering billions of targeted ads daily across a vast network of websites and apps, ensuring advertisers can maintain campaign performance and achieve incremental reach and conversions.
The Privacy-First Approach
At its core, Intent IQ’s technology is designed with privacy in mind. Its approach to identity resolution is privacy-by-design, using deterministic accuracy and probabilistic scale to create a universal, privacy-friendly ID. The company’s Data Sharing Choice (DSC) initiative provides a standardized way for users to opt in to sharing anonymous data points, creating a privacy-friendly universal ID that operates across sites and devices. This focus on transparency and user consent is crucial for building trust in an era of increasing signal loss.
FAQs about Cookieless Monetization
A: The “cookieless world” refers to the digital advertising landscape without third-party cookies. These cookies, traditionally used for cross-site tracking and ad targeting, are being phased out by many web browsers in response to growing privacy concerns and regulations.
A: First-party cookies are created by the website a user is visiting to remember information like login details, shopping cart items, and language preferences. Third-party cookies are set by a domain other than the one the user is visiting, primarily for purposes like retargeting, cross-site tracking, and serving ads. A cookieless future only refers to third-party cookies.
A: They are being phased out primarily due to privacy concerns. They enable companies to track user behavior across various websites without explicit consent, leading to a lack of transparency and control for consumers. Major tech companies and regulatory bodies are pushing for more privacy-centric solutions.
A: Publishers face a significant challenge in monetizing their inventory. With fewer third-party cookies, it’s harder to identify and target audiences, which can lead to lower ad fill rates, decreased CPMs (cost per thousand impressions), and a drop in overall revenue, especially on cookieless browsers like Safari and Firefox.
A: Several alternatives are emerging, including:
- First-Party Data: Data collected directly from a user’s interactions with a website or app (e.g., email sign-ups, purchase history).
- Identity Resolution: Technology that creates a privacy-safe, unified view of a user across devices without relying on third-party cookies.
- Contextual Advertising: Serving ads based on the content of the webpage, rather than the user’s past browsing behavior.
- Universal IDs: Common identifiers created by various ad tech companies to provide a privacy-compliant alternative to cookies.
A: Intent IQ uses a proprietary, patented Identity Device Graph and first-party ID clustering technology. This system connects various identifiers—such as IP addresses, user agents, and first-party IDs—in a privacy-safe manner to resolve a user’s identity across different devices and platforms. This allows for audience targeting and monetization to continue even when third-party cookies are not present.