Intent IQ's identity-resolution technology has been integrated into BidMachine's mobile supply-side platform to enrich mobile advertising IDs (MAIDs) with alternative identifiers and broader contextual and demographic data. The combined framework aims to improve relevance and precision of ad delivery across a large publisher network handling hundreds of millions of daily ad requests. A large-scale performance test showed material uplifts: over 35% on Android smartphones and tablets and over 85% on iOS devices. The approach emphasizes privacy-forward identity enrichment and will be rolled out to demand partners to scale enhanced identity-powered mobile ad requests.
BidMachine, a leading mobile supply-side platform (SSP), and Intent IQ, a premier provider of identity resolution and data technology, announced the integration of Intent IQ's advanced identity resolution technology with the BidMachine platform to significantly enhance mobile ad targeting across its vast publisher network. Serving hundreds of millions of ad requests daily, BidMachine includes mobile advertising IDs (MAIDs) where permitted, enabling brands to reach consumers based on demographics and behavioural intent.
BidMachine recently conducted a large-scale performance test comparing ad requests using MAIDs alone versus those enriched with Intent IQ's alternative IDs. The increase in performance was significant, including: 35%+ uplift in performance across Android smartphones and tablets 85%+ uplift in performance on iOS devices The enhanced performance reflects the unique advantage of combining standard mobile identifiers with Intent IQ's privacy-forward, enriched proprietary identity framework.
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