Start.io, a leading mobile-driven Supply-Side Platform (SSP), has announced a strategic partnership with Intent IQ, a pioneer in identity resolution, to enhance its audience targeting capabilities and improve ad bidding performance.
Through this collaboration, Start.io integrated Intent IQ’s advanced identity resolution platform to match mobile advertising IDs (MAIDs) with corresponding alternative IDs. The partnership has already shown significant results, with Start.io achieving a 9.8% higher fill rate and a 12% increase in daily revenue for ads enhanced by data from Intent IQ’s platform, following a test conducted across millions of real-world ads.
“We are laser-focused on helping mobile publishers compete for the highest possible CPMs,” said Andrew Younan, Senior Vice President of Product & Engineering at Start.io. “Partnering with Intent IQ has been hugely beneficial for us and the publishers we work with. In an industry as hyper-optimized as ours, winning 12 percent higher revenue per day is a game-changer.”
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Dror Ben Yishai, Chief Technology Officer of Intent IQ, shared, “Our partnership with Start.io demonstrates how effective our alternative ID solution can be in mobile environments, in addition to traditional desktop settings. By extending our bid enhancement solution to mobile publishers, we are enabling them to achieve significant improvements in their business outcomes within this highly competitive space.”
Start.io delivers hundreds of millions of ad impressions each day to a diverse array of publishers. At the core of each ad request is a mobile advertising ID, which helps brands target consumers based on their demographic profiles and interests.
Intent IQ’s identity resolution platform goes beyond traditional methods by matching MAIDs and other industry-standard advertising identifiers with alternative IDs, offering enriched contextual and demographic data. This enhanced targeting capability allows for more precise audience segmentation, improving the performance of digital advertising campaigns.
Through this collaboration, Start.io was able to match millions of MAIDs with their corresponding alternative IDs using Intent IQ’s robust platform. In the test, Start.io compared ad requests containing both MAIDs and alternative IDs against a control group with only MAIDs, demonstrating the significant performance lift achieved by leveraging alternative identifiers in mobile advertising.
This partnership highlights the growing importance of identity resolution and alternative ID solutions in the mobile advertising ecosystem, offering publishers and advertisers a competitive edge in an increasingly crowded market.