Intent IQ, TransUnion, and Involved Media have released results from a joint campaign that highlights how audience amplification strategies can restore scale and deliver strong performance in today’s privacy-first advertising landscape. The collaboration demonstrates that even hard-to-reach iOS and other cookieless environments can become high-performing, addressable channels for marketers.
As digital advertising adjusts to the sharp decline of third-party cookies, marketers are being forced to rethink strategies to maintain reach and effectiveness. Intent IQ, TransUnion, and Involved Media are among the firms leading this shift. Together, the three companies recently partnered on a campaign that showed how combining identity resolution with scalable audience data can make once “unreachable” environments both measurable and profitable.
The test involved a higher education client of Involved Media, which faced the complex task of engaging large audiences that typically fall outside traditional cookie-based targeting. This included more than 150 million iOS users and approximately 70 million Safari, Firefox, and Edge desktop users. These consumers are often categorized as blind spots for advertisers due to platform restrictions and privacy safeguards.
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By integrating Intent IQ’s data enrichment and audience amplification solution with TransUnion’s audience data assets, the campaign activated engagement across every major digital touchpoint. The results were striking: conversions in cookieless environments increased nearly 40 percent compared to cookie-based campaigns, and the cost per lead was measured at 44 percent below the advertiser’s benchmark.
Shukmei Wong, Senior Vice President of Omnichannel Media at Involved Media, described the collaboration as more than just a patchwork workaround. “Reaching high-value audiences in cookieless and privacy-first environments requires more than a workaround. It demands a strategic shift,” Wong said. “By collaborating with Intent IQ and TransUnion, we uncovered a solution that reintroduces identity, addressability, and measurement into platforms like iOS and Safari that are often dismissed as unreachable, transforming them into efficient, performance-driving channels for our client.”
From a technical perspective, the campaign demonstrated that cookieless environments can actually deliver cost efficiencies. Effective cost per mille (eCPM) was eight percent lower on cookieless inventory than what was seen in traditional cookie-enabled environments, suggesting that advertisers not only gain reach but may also achieve performance advantages when adopting new identity-focused methodologies.
Roy Shkedi, Chief Executive Officer of Intent IQ, emphasized the broader implications. “This campaign proves that marketers no longer have to settle for shrinking audiences or sub-par performance,” he said. “By combining Intent IQ’s audience amplification and activation solution with TransUnion’s audience data, we’re helping agencies like Involved Media restore scale and improve performance by engaging users in environments where traditional identity signals are missing and audiences are often most desirable.”
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For TransUnion, which has long positioned itself as a provider of data and identity management solutions, the collaboration was a chance to demonstrate how trusted audience insights can help brands pivot from cookie-centric models to privacy-aligned practices. Brian Silver, Executive Vice President of Global Marketing Solutions at TransUnion, commented on the significance: “The ability to activate high-quality audiences across all digital environments is critical for marketers navigating today’s complex, privacy-first world. Our collaboration with Intent IQ shows how identity-powered solutions can unlock more addressability and performance for partners like Involved Media in places marketers have historically struggled to reach.”
The campaign, while focused on one advertiser, reveals broader lessons for the industry. First, cookieless environments, long considered low-value due to measurement challenges, are increasingly becoming vital touchpoints. Second, identity resolution paired with high-quality, privacy-compliant data can restore lost scale, turning limitations into competitive advantages.
In practice, the success of this collaboration presents agencies with a potential blueprint: leverage enrichment and audience amplification technologies, pair them with data assets that maintain consumer privacy, and execute across channels that have traditionally been ignored due to gaps in addressability. This model helps advertisers not only regain lost reach but also improve campaign performance against critical business metrics.
As advertising continues its transition toward a privacy-first era, partnerships like the one between Intent IQ, TransUnion, and Involved Media are likely to set the tone for future strategies. The ability to reach iOS, Safari, and other previously inaccessible ecosystems could prove essential to maintaining audience connectivity and financial efficiency as cookieless environments become the norm.
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