Start.io, an industry-leading, mobile-driven SSP, today (January 15th, 2025) announced its partnership with Intent IQ, a leader in identity resolution, to expand its audience targeting capabilities. 

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

“We are laser-focused on helping mobile publishers compete for the highest possible CPMs,” said Andrew Younan, SVP of product & engineering at Start.io. “Partnering with Intent IQ has been hugely beneficial for us and the publishers we work with. In an industry as hyper-optimised as ours, winning 12% higher revenue per day is a game-changer.”

“Our partnership with Start.io demonstrates 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 enhancement solution to mobile publishers with Start.io we are helping these publishers drive material differences in their business outcome in a very competitive space.”

Start.io delivers hundreds of millions of ads per day to thousands of publishers. Embedded in each ad request, where allowed, is a mobile advertising ID, which brands use to target specific types of consumers based on their demographics and interests.

Intent IQ’s identity resolution platform matches MAIDs and other industry-standard advertising identifiers with alternative IDs, which can 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 Intent IQ’s platform. In its test, Start.io sent ad requests that contained MAIDs and alternative IDs, and compared their performance with a control group that contained MAIDs exclusively.

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