Start.io, a leading mobile-driven SSP (Supply-Side Platform), has partnered with Intent IQ, a specialist in identity resolution, to enhance its audience targeting capabilities. This collaboration utilizes Intent IQ’s platform to match mobile advertising IDs (MAIDs) with alternative IDs, achieving impressive results, including a 9.8% higher fill rate and 12% greater daily revenue from ads.

1. Partnership Overview

• Objective:
  • The goal of the partnership is to improve Start.io's audience targeting by integrating Intent IQ’s identity resolution technology.
• Technology:
  • Intent IQ matches MAIDs with alternative IDs, which can provide richer, more contextual data for targeting ads.
• Scope:
  • Start.io's mobile ad requests will now be enhanced with alternative IDs, expanding the effectiveness of its ad targeting.

2. Performance Results

• Test Outcomes:
  • 9.8% Higher Fill Rate: Ads enhanced with alternative ID data performed better than the control group using only MAIDs.
  • 12% Higher Daily Revenue: The partnership resulted in a significant revenue boost per day, demonstrating the value of enhanced targeting.

3. Strategic Impact for Mobile Publishers

• Higher CPMs:
  • The partnership is designed to help mobile publishers compete for better CPMs (Cost per Mille), which are critical for maximizing ad revenue.
• Competitive Advantage:
  • The integration of alternative IDs positions Start.io’s platform as a more competitive solution for mobile publishers in the digital ad space.

4. Insights from Leaders

• Andrew Younan, SVP of Product & Engineering at Start.io:
  • "This partnership has been a game-changer for us and our publishers. A 12% increase in daily revenue is significant in such a competitive industry."
• Dror Ben Yishai, CTO of Intent IQ:
  • "Our alternative ID platform is a powerful tool for mobile environments, demonstrating our ability to drive business outcomes in highly competitive markets."

5. Next Steps

• Enhanced Ad Requests:
  • Start.io will roll out these enhanced mobile ad requests to all of its demand partners in the coming weeks, extending the benefits of the partnership to a broader audience.

This partnership between Start.io and Intent IQ marks a significant advancement in mobile ad targeting, allowing Start.io to offer enhanced audience segmentation and improved performance for its publishing partners. With higher fill rates and increased daily revenue, the collaboration demonstrates the effectiveness of identity resolution in mobile advertising.