Collaboration Unlocks Nearly 40% More Conversions from Targeted Cookieless iPhone and Safari Users

Intent IQ, TransUnion, and Involved Media announced the results of a campaign collaboration that showcases the power of audience amplification and the performance impact of reaching consumers across cookieless environments, including highly desirable iOS audiences. As marketers face mounting challenges due to signal loss, privacy shifts, and fragmented device ecosystems, the three companies demonstrated how combining identity resolution and high-quality audience data can restore addressability at scale and drive meaningful business outcomes.

Involved Media’s higher education client was faced with the challenge of engaging hard-to-reach audiences, including over 150 million iOS users and 70 million Safari, Firefox, and Edge desktop users. The solution included leveraging Intent IQ’s data enrichment capabilities and TransUnion’s audience data to engage users and drive performance across all consumer touchpoints. The campaign drove almost 40% more conversions from previously un-targetable environments, while delivering a Cost-per-Lead (CPL) 44% below advertiser target.

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Key results include:

• +52% incremental impressions across previously unreachable, cookieless environments
• +38% more conversions attributed to cookieless audience activation
• 8% lower eCPMs on cookieless inventory compared to cookie environments

“Reaching high-value audiences in cookieless and privacy-first environments requires more than a workaround. It demands a strategic shift,” said Shukmei Wong, SVP, Omnichannel Media at Involved Media. “By collaborating with Intent IQ and TransUnion, we uncovered a solution that reintroduces identity, addressability, and measurement into platforms like iOS and Safari that are often dismissed as unreachable, transforming them into efficient, performance-driving channels for our client.”

“This campaign proves that marketers no longer have to settle for shrinking audiences or sub-par performance,” said Roy Shkedi, CEO of Intent IQ. “By combining Intent IQ’s audience amplification and activation solution with TransUnion’s audience data, we’re helping agencies like Involved Media restore scale and improve performance by engaging users in environments where traditional identity signals are missing and audiences are often most desirable.”

“The ability to activate high-quality audiences across all digital environments is critical for marketers navigating today’s complex, privacy-first world,” said Brian Silver, EVP, Global Marketing Solutions at TransUnion. “Our collaboration with Intent IQ shows how identity-powered solutions can unlock more addressability and performance for partners like Involved Media in places marketers have historically struggled to reach.”

The partnership sets a new benchmark for agencies and advertisers seeking to overcome blind spots in programmatic strategy. By combining the power of TransUnion data and Intent IQ’s audience amplification and activation solution, marketers can now extend the value of their audience investments and drive performance across all environments, not just those that rely on cookies.

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