Simpli.fi Partners With Intent IQ for New Audience Extension Solutions
Simpli.fi, an advertising success platform that provides programmatic advertising and workflow software to agencies, brands, and media companies, has announced a collaboration with Intent IQ, a leader in identity resolution, to offer clients a new Cookie-less Audience Extension solution. The new offering integrates Intent IQ’s cookie-less universal ID (IIQ ID) directly into Simpli.fi’s DSP. It was first announced at the IAB Annual Leadership Meeting. With the accelerated deprecation of cookies, advertisers can now target audiences more effectively and reach a wider audience. This new integration complements Simpli.fi’s current suite of cookieless solutions.
The New Audience Extension Solution
With the help of cookieless solutions powered by Intent IQ, advertisers can extend their targeting capabilities and quickly scale their addressable, contextual, and third-party audiences with Simpli.fi’s latest offering. With Google deprecating the cookie for Chrome users, audience-based targeting is about to undergo a seismic shift that advertisers need to get ready for. Simpli.fi’s new tool will help brands, media companies, and agencies target audiences in a way that prioritizes privacy. Simpli.fi customers can reach relevant audiences across CTV, display, native, and other media formats on Google, Apple, and other cookieless devices and browsers with lower data and media costs by utilizing the Intent IQ-powered Cookieless Audience Extension.
IIQ ID for cookie-less audience
Cookies-less users become addressable with IIQ ID. Its distinctive and patented Distributed Identity Technology, which combines deterministic accuracy and unprecedented scale, is what powers it and gives ad sellers and buyers unmatched value. Simpli.fi’s Cookieless Audience Extension solution will gain immediate traction because publishers adopt the ID widely. With greater ease and compliance with industry standards, advertisers can now reach and retarget audiences in a more privacy-focused manner thanks to the Cookieless Audience Extension. The product improvement expands on the tech stack that Simpli.fi already has and continues the company’s tradition of creating best-in-class products that are dependent on superior unstructured online, offline, and first-party data.
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Further advancements
With the help of numerous identifiers from an increasing number of significant collaborations and integrations, Simpli.fi can further enhance its user-matching capabilities. Simpli.fi will keep introducing and delivering new products, tools, and features that support advertisers looking to reach their target audiences as the industry changes and adjusts to a post-cookie environment.
Here’s what they said
Paul Harrison, Simpli.fi CTO and co-founder said,
With third-party cookies disappearing by the end of the year, advertisers are seeking alternative solutions that adhere to users’ privacy preferences while still reaching the right audiences, at the right time, and delivering on ROI. As the first demand-side platform to bring the Intent IQ-powered Cookieless Audience Extension to market, I look forward to supporting our clients as they adapt to this evolving industry landscape and utilize new and better tools to maximize reach and improve scale without the use of cookies.
Roy Shkedi, chairman of Intent IQ added,
We’re excited to partner with Simpli.fi to offer this new product enhancement to help agencies, brands, and media companies continue to advance their cookieless targeting capabilities and improve their marketing strategies in a quickly changing industry. Cookieless advertising is the future and by effectively combining our publisher-powered identity technology, data-driven activation tools and Simpli.fi’s cookieless-by-design architecture, brands can target and retarget cookieless audiences using their 1st-party, 3rd-party, and onboarded data, getting better ROI on their existing campaign than ever before while still adhering to new industry standards.
About Simpli.fi
Simpli.fi is the leading Advertising Success Platform, offering programmatic advertising solutions and workflow software to more than 2,000 media teams, agencies, and brands. With the help of Simpli.fi, advertisers can optimize their content, interactions, and outcomes for CTV, mobile, display, and other media platforms. Our platform executes over 140,000 campaigns for 30,000 advertisers in a typical month, delivering performance on budgets of all sizes. prestigious private equity firms Blackstone and GTCR are among Simpli.fi’s investors.
About Intent IQ
Intent IQ is a privacy-focused leader in next-generation identity resolution, with the technology powering many of the industry’s leading platforms. It is supported by the IP portfolio of AlmondNet Group, which presently consists of more than 150 granted patents. The solutions offered by Intent IQ are powered by a potent identity device graph that links all screens and devices in real time across a variety of environments, including cookieless, MAID-less, and CTV. This graph has unmatched accuracy and scale. The solutions offered by the company include bid enhancement, attribution, cookieless audience activation, first-party ID clustering technology, and privacy-friendly identity resolution. With its main office located in New York City, Intent IQ also maintains a research and development facility in Herzliya, Israel.
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PubMatic and Intent IQ Join Forces with Strategus for CTV-to-iOS Retargeting
Intent IQ and PubMatic have joined forces with Strategus, a technology company that develops cutting-edge solutions for programmatic CTV advertising campaigns. The partnership will enable the retargeting of iOS users who have seen CTV advertisements. Advertisers can now reach valuable iOS audiences with the new cookie-less audience activation solutions, which improve CTV campaign results.
CTV-to-iOS Retargeting
As of June 2023, 54% of mobile phone users in North America were iOS users, according to Statista research. Apple iPhone owners are a desirable, young, affluent demographic that is often hard to target in digital advertising campaigns. The new Strategus solution combines the industry-leading knowledge of both companies in cookie-less and CTV advertising to successfully retarget iOS users. It is powered by the integration of Connect, PubMatic’s fully integrated and comprehensive audience platform, and Intent IQ’s cookie-less audience activation tool.
Intent IQ – PubMatic
- On behalf of its publisher partners, Intent IQ gathers and enhances data signals from over 800,000 websites. It generates a cookie-less audience that includes 180 million North American users for privacy-protected audience targeting and retargeting on their iPhones, Safari, and other cookie-less browsers.
- Using a Deal ID targeted at a custom audience of iOS users defined by first-party or third-party data, joint PubMatic-Intent IQ advertising partners can easily activate the addressable cookie-less audience that is integrated into PubMatic Connect.
- Leading CTV-managed service provider Strategus can identify viewers of CTV ads. It can retarget them directly on their iOS devices. It is all thanks to the combined PubMatic-Intent IQ integration, which enhances campaign performance for CTV brand clients.
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Here’s what they said
Joel Cox, co-founder and senior vice president of strategy and innovation at Strategus said,
This new technology solution is a significant breakthrough, as CTV advertisers can now retarget iOS users for the first time. The cookieless, privacy-safe approach to retargeting makes it possible for our CTV customers to improve the performance and maximize the ROI of their advertising campaigns.
Fabrice Beer-Gabel, Vice President of Strategy at Intent IQ added,
By combining our patented distributed identity technology with PubMatic’s programmatic infrastructure and Strategus’ CTV expertise, we can help marketers deliver immediate and improved value for their CTV advertising while also targeting the coveted iOS audiences. The new solution, powered by our cookieless universal ID and audience activation suite, will enable both better ROI for marketers and improved monetization for publishers.
Peter Barry, VP of Addressability and Commerce at PubMatic stated,
Buyers are increasingly looking for solutions that combine consumer privacy and advertiser ROI across channels and formats at scale. We are excited to be part of this collaborative effort to enable our clients to activate iOS audiences for CTV campaigns. Through innovative solutions like this, we look forward to helping publishers and buyers move beyond the limitations of anonymous targeting solutions to drive superior outcomes.
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