Yoad Shloosh, head of EMEA at Intent IQ, examines differences between the US and UK markets when it comes to identity and privacy-first advertising, concerns for publishers facing increasing identity loss, as well as creating a solution that works for both the buy and sell sides.

Congratulations on your new role. Can you tell us a little about your background and what drew you to Intent IQ?

Thank you. I’ve spent my career helping publishers, platforms, and brands adapt to the most important shifts in digital advertising—whether that was programmatic growth, data partnerships, or now, the era of identity signal loss.

Before joining Intent IQ, I spent over seven years at Primis, one of Intent IQ’s clients, where I saw firsthand the uplift and tangible results their technology delivered. That experience gave me a deep appreciation for innovation that genuinely drives performance—it also made joining the company an easy decision.

Having lived and worked in both Germany and the UK, I’ve developed a strong understanding of the EMEA market and its unique challenges. Personally, this move also represents growth for me—a chance to take everything I’ve learned over the years and help scale a solution that truly fits the needs of this region.

What drew me most to Intent IQ is its proven record of innovation. The company was early to market with privacy-first identity technology, backed by more than 170 patents, and it continues to deliver measurable results for both advertisers and publishers. For me, it’s the right place to make an impact at a pivotal time for our industry.

How does the EMEA market differ from the US in terms of identity and privacy-first advertising?

EMEA is unique in a few ways. First, regulation—GDPR set the highest global bar for privacy, and that continues to influence how identity is approached worldwide. Second, fragmentation—Europe is not one market but many, each with its own browsers, habits, and languages, making interoperability especially complex.

From my conversations across markets, including during our last London roadshow, publishers are very aware that identity loss is already here. They see CPM fluctuations, signal gaps, and measurement issues in real time. That’s why Intent IQ’s deterministic identity solution is so relevant—it works consistently across Safari, Firefox, and other cookieless environments, giving both publishers and advertisers stability in an unstable landscape.

With increasing identity loss, what are the biggest concerns you’re hearing from marketers and publishers?

The number one concern is addressability—how to keep reaching the right audiences when identifiers disappear. The second is measurement—without durable identity, attribution becomes unreliable.

In EMEA, where budgets are often tight, every impression needs to work harder. From what I’ve seen in recent discussions with clients, the pressure is on both sides: advertisers want targeting accuracy and ROI proof, while publishers are trying to protect yield. Having worked with both perspectives before, I know how critical it is to bridge that gap. Intent IQ’s technology does exactly that—it helps both sides stay competitive even as the old identifiers fade away.

Intent IQ often talks about creating an identity solution that works for both the buy and sell sides. What does that mean in practice?

Too often, identity solutions are built with just one audience in mind. I’ve seen publisher-only IDs that don’t connect to advertiser workflows, and advertiser-centric tools that leave publishers out of the equation.

Intent IQ takes a more holistic approach. For publishers, it means stronger authentication, higher match rates, and the ability to build audiences without losing yield. For advertisers and agencies, it means consistent addressability, frequency control, and attribution across browsers and devices.

From my past experience, I know how valuable it is when both parties work off the same durable identity backbone—it simply makes everything more efficient and transparent.

Where do you see the biggest opportunities for Intent IQ in the EMEA region?

We’re seeing a lot of momentum in three areas: premium publishers looking to safeguard monetisation, agencies seeking scalable identity solutions for their brand clients, and emerging channels like CTV and retail media, where the loss of signals creates major friction.

What’s most exciting to me, though, is the appetite for collaboration. During our London roadshow, nearly every publisher I met said the same thing: we want to prepare now, not wait for the change to hit us. That proactive mindset is where Intent IQ can make the biggest difference—by providing the technology and support that help partners move faster with confidence.

Partnerships have been critical to Intent IQ’s US growth. How does that translate to EMEA?

It absolutely translates. In EMEA, interoperability is non-negotiable. We’re focused on building deep integrations with publishers, SSPs, DSPs, and data platforms so that identity can flow seamlessly across the ecosystem. But we also view partnerships as education—helping the market understand that identity loss is something that requires immediate action and is already here. The right partnerships ensure we can deliver scale and trust simultaneously.

What will success look like for you in your first year as Head of EMEA?

Success means two things. First, establishing Intent IQ as a trusted identity solution across Europe and the Middle East—with proof points that demonstrate higher match rates, stronger monetisation, and improved campaign outcomes. Second, building the right team and partner network to ensure we can support clients locally, in-market. EMEA is complex, but with the right foundation, it’s also one of the most exciting regions for identity innovation.

Finally, what excites you most about the year ahead?

I’m excited to help marketers and publishers turn identity loss into a competitive advantage. With the right solution, brands can deliver more relevant advertising, publishers can increase yield, and consumers can enjoy a more respectful, privacy-first experience. That’s the future we’re building at Intent IQ—and I’m thrilled to drive that journey in EMEA.

On a personal level, I’m looking forward to growing alongside our partners—learning from them, adapting, and building something sustainable together. That’s the part that keeps this industry so rewarding.