Strategus, the technology company creating innovative solutions for programmatic CTV advertising campaigns today announced a new collaboration with Intent IQ and PubMatic to support retargeting of iOS users who have been exposed to CTV advertisements. The new cookieless audience activation solution allows advertisers to reach valuable iOS audiences, resulting in improved outcomes for CTV campaigns.
According to research from Statista, 54% of North American mobile phone customers are iOS users as of June 2023. Owners of Apple iPhones represent a coveted, younger high income audience that is typically difficult to target in digital advertising campaigns. The new solution from Strategus, powered by the integration of Intent IQ’s cookieless audience activation tool and Connect, PubMatic’s fully integrated and comprehensive audience platform, brings together each company’s leading expertise in cookieless and CTV advertising to effectively retarget iOS users:
- Intent IQ curates and enriches data signals from more than 80,000 sites on behalf of its publisher partners, creating a cookieless audience including 180 million North American users for privacy-safe audience targeting and retargeting on their iPhone, Safari and other cookieless browsers
- The addressable cookieless audience is integrated into PubMatic Connect and can be seamlessly activated by joint PubMatic-Intent IQ advertising partners via a Deal ID targeted to a custom audience of iOS users defined by first-party or 3rd-party data
- Strategus, a leading CTV managed service provider, uses the combined PubMatic-Intent IQ integration to improve campaign performance for CTV brand clients by allowing them to identify viewers of CTV ads and retarget them directly on their iOS devices.
“This new technology solution is a significant breakthrough, as CTV advertisers can now retarget iOS users for the first time,” said Joel Cox, co-founder and senior vice president of strategy and innovation at Strategus. “The cookieless, privacy-safe approach to retargeting makes it possible for our CTV customers to improve the performance and maximize the ROI of their advertising campaigns.”
“By combining our patented distributed identity technology with PubMatic’s programmatic infrastructure and Strategus’ CTV expertise, we can help marketers deliver immediate and improved value for their CTV advertising while also targeting the coveted iOS audiences,” said Fabrice Beer-Gabel, Vice President of Strategy at Intent IQ. “The new solution, powered by our cookieless universal ID and audience activation suite, will enable both better ROI for marketers and improved monetization for publishers.”,
“Buyers are increasingly looking for solutions that combine consumer privacy and advertiser ROI across channels and formats at scale. We are excited to be part of this collaborative effort to enable our clients to activate iOS audiences for CTV campaigns,” said Peter Barry, VP of Addressability and Commerce at PubMatic. “Through innovative solutions like this, we look forward to helping publishers and buyers move beyond the limitations of anonymous targeting solutions to drive superior outcomes.”
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