The Independent Boosts Revenue by 30% on ID-less Inventory With Intent IQ Partnership
· 17h ago · Originally reported by ExchangeWire
Intent IQ partnered with The Independent to deploy its Bid Enhancement solution, resulting in a nearly 30% increase in revenue from inventory that does not use traditional identifiers. The collaboration also led to higher CPMs for the publisher.
Why it matters
This shows how publishers can maintain or even grow ad revenue despite the decline of third-party identifiers, a major challenge as privacy rules tighten.
Explain it like I’m new here
It's like a store making more money even when customers don't show their loyalty cards, thanks to a smarter checkout system.
Read the original at ExchangeWire
Terms in this story
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
Identity graph
An identity graph is a database that links the many identifiers belonging to the same person or household, such as emails, device IDs, cookies and IP addresses, into one profile.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
CPM (cost per mille)
CPM (cost per mille) is the price an advertiser pays for one thousand ad impressions; "mille" is Latin for thousand.
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