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.
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,
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.