IntentIQ’s post-cookie alternative ID test shows promise

In the seemingly never-ending saga around cookies’ official sunsetting from digital advertising, more companies are entering the fray in an effort to secure a foothold among those looking for cookie replacements.

One identity resolution company recently generated some positive results with a media agency. IntentIQ used an approach that blended cookie-based and cookie-less solutions in a partnership with independent full-service agency Involved Media for a campaign executed for an education client (which both companies declined to identify).

The campaign was executed over the course of two months with Intent IQ’s IIQ identifier, and the steps included onboarding advertiser first-party data, building both cookie- and cookie-less-based look-alike audiences, activating audiences on the client’s preferred DSP and full-funnel attribution across all devices (Android and iOS), with an emphasis on cookie-less environments.

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