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Contact UsThe digital advertising landscape has settled into a shape nobody predicted. Third-party cookies were supposed to disappear from Chrome; instead Google abandoned deprecation in July 2024 and retired most of the Privacy Sandbox in October 2025. What did not change is the half of the internet where cookies never worked in the first place. Safari and Firefox still block them by default, mobile apps never used them, and connected TV never had them. For publishers, that leaves a permanent and now unowned problem: a large share of inventory that buyers cannot identify, and therefore will not pay full price for.
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 – across browsers, mobile apps and CTV alike.
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 recover revenue from inventory that was clearing below its value.
Published results span a wide range depending on traffic mix: Publift recorded a 20.7% revenue uplift in the US and up to 70% in top-performing deployments; Fandom saw a 55–140% increase in revenue from cookieless users, with 26% higher CPMs and 58% higher fill rates; and Media Square doubled RPM on ID-less inventory in France while remaining fully GDPR compliant.
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.
Cookieless Monetization in Mobile Apps
App inventory was never a cookie problem, which is why cookie-replacement thinking never fixed it. Apps identify users through mobile advertising IDs, and Apple’s App Tracking Transparency made those sparse from 2021 onward. The result is the same commercial outcome publishers see on Safari: requests that reach the auction unidentified, attract fewer bidders, and clear below their worth.
Intent IQ resolves identity in app environments through the same Identity Device Graph that powers its browser coverage, enriching bid requests in real time rather than depending on any single identifier remaining available. In a controlled test, the mobile SSP BidMachine compared requests carrying MAIDs alone against requests enriched with Intent IQ identity signals, and measured a 35%+ increase in performance on Android and 85%+ on iOS. The iOS gap is the one worth noting: it is the environment where the signal loss is deepest and the audience is most valuable.
Cookieless Monetization on CTV and OTT
Connected TV has no cookies and no shared identifier, so the hard part is rarely selling the impression — it is proving the impression worked. Without a way to connect a living-room exposure to an outcome on a phone or laptop, CTV inventory gets bought on reach alone and priced accordingly.
Intent IQ’s Identity Device Graph maps relationships across four connected layers — household, person, device and profile — which is what makes cross-screen attribution possible in an environment with no durable ID. A CTV exposure can be tied back to a conversion that happened somewhere else, and that evidence is what moves CTV from a brand-awareness line item to a measurable channel. For publishers and CTV platforms, better attribution feeds directly back into demand: buyers who can measure a channel bid more confidently in it.
Prebid EIDs — How Bid Enhancement Works in Practice
For most publishers the practical question is not what identity resolution is, but where it plugs in. The answer is Prebid, through EIDs (Extended IDs) — the standard field in a bid request that carries alternative identifiers to the buy side.
Intent IQ’s Bid Enhancement supplies the SSP and DSP IDs that are missing from cookieless bid requests, and delivers them as Prebid EIDs in real time during the auction. Functionally it acts as an ID switchboard: a request that would have gone to auction anonymous instead arrives carrying identity the buy side recognises, so bidders who price on identity can participate in inventory they would otherwise skip. More competition in the auction is what lifts both fill rate and CPM.
Three things matter to a publisher evaluating it:
- It is a single tag. A standard Prebid integration, with no change to your existing ad stack or wrapper configuration.
- It is performance-based. Intent IQ is paid only out of the incremental revenue it generates, validated against a control during a trial before anyone invoices anything.
- It operates at scale. 3.5B+ cookieless impressions a day across 100,000+ sites and apps, with the identity graph refreshed so that no entity within it is older than 48 hours.
Step-by-step detail is in the Bid Enhancement guide. For the wider picture of how cookieless and ID-less advertising fit together, see our cookieless advertising guide.
Watch: Monetizing ID-less Inventory
Tamir Shub, SVP of Business Development and Growth at Intent IQ, on how publishers reclaim revenue across cookieless and ID-less environments such as Safari and iOS. Recorded at ATS Singapore, August 2026.
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: Not in Chrome. Google abandoned its deprecation plan in July 2024, confirmed in April 2025 that it would not introduce a cookie choice prompt, and retired most Privacy Sandbox APIs — including Topics, Protected Audience and Attribution Reporting — on 17 October 2025. But Safari and Firefox have blocked third-party cookies by default for years, mobile apps and CTV never used them, and no platform-led replacement is now in development. For publishers the practical position is unchanged: the same share of inventory arrives unidentified as before, and there is no longer a roadmap arriving to fix it.
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.
A: Yes, and apps need it for a different reason than browsers do. Apps never used cookies; they rely on mobile advertising IDs, which App Tracking Transparency made sparse from 2021. Intent IQ resolves identity in app environments through the same Identity Device Graph it uses on the web, enriching bid requests in real time. In a controlled test, BidMachine measured a 35%+ performance increase on Android and 85%+ on iOS against requests using MAIDs alone.
A: CTV has no cookies and no shared identifier, so the constraint is attribution rather than delivery. Intent IQ’s Identity Device Graph connects household, person, device and profile layers, which allows a CTV exposure to be tied to an outcome on another screen. For publishers and CTV platforms that measurability is what attracts stronger demand, because buyers bid more confidently on inventory whose performance they can prove.
A: EIDs (Extended IDs) are the standard field in a Prebid bid request that carries alternative identifiers to the buy side. Intent IQ’s Bid Enhancement fills in the SSP and DSP IDs missing from cookieless requests and delivers them as Prebid EIDs during the auction, through a single-tag integration that does not change your existing ad stack. Buyers who price on identity can then bid on inventory they would otherwise skip, which lifts both fill rate and CPM.
A: It depends on how much of your traffic arrives without an identifier, so the published range is wide. Publift recorded a 20.7% revenue uplift in the US and up to 70% in its strongest deployments. Fandom saw a 55–140% increase in revenue from cookieless users, with 26% higher CPMs and 58% higher fill rates. Media Square doubled RPM on ID-less inventory in France. Because Intent IQ is paid only from incremental revenue, lift is measured against a control during a trial before any invoice is raised.