BidMachine Boosts Mobile Ad Performance with Intent IQ Integration

Staff Writer less than a minute ago

BidMachine, a mobile supply-side platform (SSP), and Intent IQ, a provider of identity resolution and data technology, have announced the integration of Intent IQ’s identity resolution technology with the BidMachine platform to enhance mobile ad targeting across its publisher network.

BidMachine includes mobile advertising IDs (MAIDs) where permitted, enabling brands to reach consumers based on demographics and behavioural intent. 

Now, with Intent IQ’s identity platform layered in, those MAIDs are enriched with alternative IDs—mapped to a broader set of contextual and demographic data—to drive relevance and precision in ad delivery.

“In today’s privacy-conscious environment, precision targeting without relying on traditional identifiers is critical,” said Mark Fruehan, Global Head of Demand and Strategic Partner Development at BidMachine. 

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“Intent IQ’s identity signals have helped us unlock a powerful new layer of performance, especially on platforms where data has become increasingly sparse and signal loss is more prevalent.”

BidMachine recently conducted a performance test comparing ad requests using MAIDs alone versus those enriched with Intent IQ’s alternative IDs. The results include:

• 35%+ uplift in performance across Android smartphones and tablets
• 85%+ uplift in performance on iOS devices

The improved performance reflects the unique advantage of combining standard mobile identifiers with Intent IQ’s privacy-forward, enriched proprietary identity framework.

Based on these results, BidMachine will begin rolling out the identity-powered mobile ad requests to all demand partners.

“BidMachine is setting a new standard for scalable, privacy-centric identity on mobile,” said Roy Shkedi, CEO of Intent IQ. “This integration proves that innovative and interoperable identity resolution can directly translate into real-world performance for advertisers and publishers alike.”

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