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Start.io Partners with Intent IQ to Enhance Ad Bids with Alternative ID Solution and Audience Extension


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Start.io experiences 9.8% higher fill rate and 12% higher daily revenue thanks to partnership with alternative ID platform Intent IQ

start.io, leading mobile-driven SSP announced its partnership with Intent IQ, a leader in identity solutions, to expand its audience targeting capabilities.

As part of this partnership, Start.io matched mobile advertising IDs (MAIDs) with their corresponding alternative IDs using Intent IQ’s identity solutions platform. In a test involving millions of real-world ads, Start.io was able to achieve an average of 9.8 percent higher fill rates and 12 percent higher daily revenue from ads enhanced with Intent IQ data.

“We’re focused on helping mobile publishers compete for the highest CPM possible,” said Andrew Younan, SVP of Product & Engineering at Start.io. “Partnering with Intent IQ has been extremely beneficial for us and the publishers we work with. In an industry as hyper-optimized as ours, earning 12 percent more revenue per day is a game changer.”

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“Our partnership with Start.io shows how effective our alternative ID can be in mobile environments in addition to traditional desktop environments,” said Dror Ben Yishai, CTO of Intent IQ. “By extending our bid optimization solution to mobile publishers with Start.io, we are helping these publishers make a significant difference in their business results in a very competitive environment.”

Start.io serves hundreds of millions of ads daily to thousands of publishers. Embedded in each ad request, where permitted, is a mobile advertising ID that brands use to target specific types of consumers based on their demographics and interests.

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Intent IQ’s identity resolution platform compares MAIDs and other standard advertising identifiers with alternative IDs that may contain additional contextual and demographic data to improve ad targeting.

Start.io was able to match millions of MAIDs on its platform with their corresponding alternative IDs using the Intent IQ platform. In its test, Start.io sent ad requests that contained MAIDs and alternative IDs and compared their performance to a control group that contained only MAIDs.

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