BidMachine, a prominent mobile supply-side platform (SSP), has announced a strategic integration with Intent IQ, a leader in identity resolution and data technology, to significantly improve mobile advertising targeting. This partnership strengthens BidMachine’s platform by integrating Intent IQ’s sophisticated identity resolution technology, which augments mobile advertising IDs (MAIDs) with supplementary alternative identifiers. These enriched IDs are connected to a wider range of contextual and demographic data, enabling brands to deliver more relevant and precise ads to consumers across BidMachine’s extensive publisher network.
BidMachine handles hundreds of millions of ad requests daily, utilizing MAIDs where allowed to help advertisers reach audiences based on demographics and behavior. The inclusion of Intent IQ’s identity platform addresses challenges created by a shift towards privacy-conscious environments, where traditional identifiers are becoming less reliable due to data sparsity and signal loss, especially on certain platforms. Mark Fruehan, BidMachine’s Global Head of Demand and Strategic Partner Development, highlighted that the integration has unlocked a new level of performance, crucial in today’s data-limited ecosystem.
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Recent large-scale tests by BidMachine showed substantial performance gains when comparing ad requests using only MAIDs to those enhanced with Intent IQ’s alternative IDs, including over 35% uplift on Android devices and more than 85% on iOS. Specifically, performance increased by over 35% on Android smartphones and tablets, and surged beyond 85% on iOS devices. This uplift underscores the advantage of combining standard mobile identifiers with Intent IQ’s privacy-forward, enriched identity framework.
Following these compelling results, BidMachine plans to deploy the enhanced identity-powered mobile ad requests to all its demand partners soon. Roy Shkedi, CEO of Intent IQ, highlighted that the partnership establishes a new standard for scalable, privacy-focused identity solutions in mobile advertising.He stated the integration clearly shows how advanced and interoperable identity resolution technology can directly boost real-world advertising outcomes for both advertisers and publishers.
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Overall, this integration represents a significant step forward in enabling mobile advertisers to achieve more effective, privacy-compliant targeting while maximizing the value of mobile inventory across diverse devices and platforms. It reflects the ongoing industry push to reconcile privacy demands with the need for precise, data-driven advertising strategies.
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