BidMachine, a leading mobile supply-side platform (SSP), has partnered with Intent IQ, a top provider of identity resolution and data technology, to enhance mobile ad targeting across its publisher network. The integration layers Intent IQ’s advanced identity framework onto BidMachine’s platform, enriching mobile advertising IDs (MAIDs) with alternative identifiers and contextual data for more precise ad delivery.
Serving hundreds of millions of ad requests daily, BidMachine allows brands to reach consumers based on demographics and behavioral intent. By combining MAIDs with Intent IQ’s privacy-forward identity signals, advertisers can achieve greater relevance and performance, even as traditional identifiers become less available due to privacy restrictions.
“In today’s privacy-conscious environment, precision targeting without relying on traditional identifiers is critical,” said Mark Fruehan, Global Head of Demand at BidMachine. “Intent IQ’s signals unlock a powerful new layer of performance, especially where data is sparse.”
In performance tests, mobile ad requests enriched with Intent IQ’s alternative IDs achieved:
- 35%+ uplift on Android smartphones and tablets
- 85%+ uplift on iOS devices
These results highlight the benefits of combining standard mobile IDs with enriched identity frameworks, enabling more targeted and effective campaigns while respecting user privacy. BidMachine plans to roll out the enhanced identity-powered requests to all demand partners in the coming weeks.
“BidMachine is setting a new standard for scalable, privacy-centric mobile identity,” said Roy Shkedi, CEO of Intent IQ. “This integration shows that interoperable identity resolution directly translates into measurable performance for advertisers and publishers.”
As mobile advertising continues to navigate privacy-first environments, solutions like this signal a shift toward interoperable, enriched identity frameworks that maximize ad relevance without compromising user data.
