Intent IQ Launches BidPulseSM
by on 13th Oct 2026 in News
Intent IQ, a leader in identity resolution, recently announced the launch of BidPulseSM, a patent-pending methodology for deterministically measuring the accuracy of online identifiers associated with programmatic bid requests. Available at bidpulse.org, BidPulse provides ongoing measurement of identity accuracy across leading ID bridging providers, enabling the industry to independently assess identity signals used for targeting, frequency capping, and attribution.
Online identifiers associated with bid requests help advertisers determine whether and how much to bid on impressions. Those identifiers are expected to represent the device generating the request, other devices used by that individual or members of the same household. When identifiers are incorrectly associated with different households, advertisers may bid based on the wrong audience, wasting budget and lowering campaign performance.
BidPulse measures the extent of this misidentification by comparing the geolocation of a bid request, determined through reverse IP lookup of fixed-line IP addresses, with the preceding 30-day geolocation history of the matched identifier or a cookie synced with it. When sufficient location history exists and the identifier has not appeared within 100 miles of the bid request location during that period, BidPulse assumes it belongs to a different household.
The 100-mile benchmark minimises potential inaccuracies from reverse IP geolocation. BidPulse also reports results at 50- and 25-mile thresholds. Intent IQ's results remain stable across all three thresholds, indicating a high level of reverse IP lookup accuracy.
"Online identity is the foundation of ad targeting, attribution, and frequency capping, yet the industry has historically had limited ability to independently measure whether the identity signals being used are actually accurate," said Roy Shkedi, chairman of Intent IQ. "By measuring identity accuracy deterministically, BidPulse moves the industry from guesswork to science. We’re excited about what this does for the industry and invite others to compare their own analysis with ours."
BidPulse finds wide accuracy gaps among leading ID providers
Intent IQ has tracked leading ID bridging providers, including LiveIntent, ID5 and itself, for more than a year.
BidPulse uses two complementary measures. The Strict Accuracy Score classifies an entire bid request as inaccurate if any provider-associated identifier falls outside the geographic threshold. The Proportional Accuracy Score measures the percentage of a provider's IDs within a bid request that fall within the threshold.
From Aug. 12 to Oct. 10 2026, at the 100-mile threshold, Intent IQ recorded 91.1% Strict and 96.7% Proportional Accuracy. LiveIntent recorded 37.9% and 44.6%, respectively, while ID5 recorded 34.3% and 35.1%. Differences remained directionally consistent at narrower thresholds.
ID5's 34.3% Strict Accuracy Score means 65.7% of its enriched bid requests contained at least one ID matched to a household more than 100 miles away. At the 25-mile threshold, LiveIntent's 34.1% Proportional Accuracy Score indicates that 65.9% of its matched IDs in each bid request fell outside that radius.
Consider a bid request containing 10 bridged IDs, four of which are more than 100 miles away. The Strict method classifies the bid request as inaccurate, while the Proportional method scores it 60% accurate, where each incorrect ID may introduce another unintended audience, potentially inflating the bid's apparent value by as much as 4x or more.
Independent verification and industry access
An external software expert has independently implemented the BidPulse methodology using Intent IQ's data and replicated the results.
BidPulse.org now provides continuously monitored results and historical data beginning January 1, 2026, allowing companies to compare providers and geographic thresholds. Intent IQ invites identity providers, publishers, ad platforms and other industry participants to independently verify the findings.
Companies can access BidPulse at bidpulse.org using a company email address. The complete methodology is detailed in the accompanying white paper.
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