Raptive Partners with Intent IQ to Boost Publisher Monetization and Advertiser Reach

The partnership has been announced by Raptive, the ad management platform and one of the world’s largest independent media companies, and Intent IQ, a privacy-first identity resolution company, and is expected to help improve the monetization of publishers and the fulfillment of advertiser demand in both traditional and ID-less digital environments. The technology that will be brought to Raptive’s publisher network by the partnership is Intent IQ’s Bid Enhancement technology, which will help improve bid performance, competitive yield, and audience reach for advertisers in today’s digital advertising ecosystem.

The move comes as identity and signal enrichment are being identified as new frontiers of differentiation in digital marketing, as the usage of cookies is declining and the regulations surrounding privacy are becoming stricter around the world. The partnership between Raptive and Intent IQ is expected to help publishers get more out of their audience, while also giving advertisers a better chance at reaching valuable consumers.

What the Partnership Brings to Market

As part of this agreement, Raptive will incorporate Intent IQ’s Bid Enhancement into its publisher inventory. This technology enhances identity signals in programmatic bidding by providing more robust audience context, whether cookies and traditional identifiers are present or not, including in privacy-focused environments such as iOS.

The result is that publishers will have a better chance in programmatic bidding, and there may be an increase in yield from both existing and new sources of inventory. At the same time, advertisers now have a better tool to reach audiences even when traditional identifiers are not present, which is an important advantage as addressability becomes harder.

Speaking about the agreement, the leadership of Intent IQ said that the partnership is a crucial step in realizing “the full value of their audiences in a privacy-first world,” while the strategy leaders of Raptive said that the technology fits their goal of helping publishers and creators succeed in a rapidly changing advertising world.

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Why This Matters for B2B Marketing and Advertising

This joint effort between Raptive and Intent IQ is more than just optimizing publishers’ revenue or extracting more efficiency from the supply chain. Its effects are broader in the realm of B2B marketing and advertising, as it affects how brands deal with identity, addressability, and performance measurement in a post-cookie environment.

Greater Access to Scalable, High-Value Audiences

B2B marketers are increasingly relying on programmatic demand channels to drive awareness, build consideration, and convert on their digital properties. However, with the degradation of cookies and more stringent privacy policies, the loss of identity signals makes it challenging to reach the desired audience at scale without sacrificing accuracy.

By enhancing publisher inventory with enriched identity signals through Intent IQ’s technology, advertisers can tap into inventory that was previously under-monetized or deemed “unaddressable.” This means that B2B marketers can:

• Reach niche or hard-to-access audience segments more effectively — even when deterministic identifiers are unavailable.
• Expand campaign audiences across devices such as iOS, cookieless browsers, and streaming environments.
• Improve the relevance of programmatic targeting using privacy compliant signals.

This enhanced reach supports demand generation strategies — particularly for B2B firms targeting complex buying groups whose decision-making may span multiple digital touchpoints.

Performance Gains in Programmatic Bidding and Attribution

Intent IQ’s Bid Enhancement approach doesn’t just enrich identity signals — it also improves bid competitiveness and yield, which has direct implications for campaign performance optimization in B2B advertising.

In practice, this means B2B advertisers can:

• Compete more effectively on premium publisher inventory without relying solely on traditional ID systems.
• Reduce wasted spend from poor bid performance due to weak audience signals.
• Potentially observe better return on ad spend (ROAS) as enriched signals drive higher relevance and conversion efficiency.

For B2B advertisers specifically, the ability to programmatically access more accurate identity insights — even in ID-less contexts — can translate to more predictable performance metrics and tighter alignment between campaign investments and business outcomes.

Privacy-First Identity Becomes a Competitive Asset

Privacy compliance has become a legal requirement, but it’s also a strategic imperative. In the era of GDPR, CCPA, and a world without cookies, identity solutions that respect consumer choice and still allow for performance measurement are becoming the key to successful marketing.

The Raptive–Intent IQ partnership embraces this shift by delivering technology that adheres to global privacy standards while enabling robust identity enrichment. For B2B advertisers, this means:

• Confidence that campaign strategies comply with evolving regulatory frameworks.
• Enhanced trust when working with publishers and supply partners.
• A foundation for long-term, privacy-aligned audience engagement strategies.

As marketers face increasing scrutiny over data usage and audience tracking, embracing solutions that are privacy-compliant and performance-ready will be essential.

Broader Industry Impacts

Publisher Monetization and Sustainability

For publishers, especially independent and creator-driven media platforms that Raptive partners with, this partnership improves monetization opportunities in a scenario where fragmented demand and increased monetization barriers are prevalent. Through the extraction of additional value from both cookie-based and ID-free inventory, publishers can continue to invest in content while also diversifying their revenue streams.

A More Efficient Marketplace

Bridging the divide between supply (publishers) and demand (advertisers) enhances market efficiency. As enriched identity signals flow through programmatic auctions more effectively, the entire ecosystem benefits — from improved pricing signals to better allocation of marketing dollars across premium inventory.

Looking Ahead: Identity as a Strategic Priority

The Raptive-Intent IQ partnership highlights an important paradigm change in B2B marketing and advertising: identity and signal enhancement technology is poised to become essential infrastructure in a world that is post-cookie and embracing privacy. With marketers seeking to optimize for reach, relevance, and compliance, technologies that improve bid quality, access to publisher inventory, and targeting precision are poised to be huge differentiators.

For B2B companies, this is not simply a sound tactical decision-it’s strategic. By investing in identity-enhancing technology, B2B companies can improve audience understanding, scale reach, and align programmatic media spend with business outcomes.