Intent IQ Helps The Independent Increase Revenue by Nearly 30% Across ID-less Inventory
by on 29th Oct 2026 in News
Intent IQ, a leader in identity resolution, today (29th October, 2026) announced results from its partnership with The Independent, a leading international digital news publisher. Using Intent IQ's Bid Enhancement solution, The Independent increased revenue by nearly 30%, CPMs by 16% and fill rates by 12% across ID-less inventory on Safari, Edge, and Firefox during a recent six-month measurement period. The publisher also achieved a 9% revenue lift after expanding the solution to Chrome.
The results demonstrate how publishers can recover revenue from inventory that has historically been difficult to monetise because traditional identifiers are unavailable. By making more users recognisable to programmatic buyers, Intent IQ enables publishers to increase demand participation and improve auction performance without replacing their existing advertising infrastructure.
For The Independent, a significant share of its US audience was arriving through browsers and environments where traditional identifiers were unavailable, limiting the ability of advertisers to recognise users and bid effectively. The publisher partnered with Intent IQ to improve addressability and unlock additional revenue from this traffic.
Intent IQ's Bid Enhancement solution helps The Independent make previously unrecognised audiences addressable to advertisers, increasing bidder competition, and unlocking additional revenue from ID-less inventory.
Over a recent six-month period, The Independent achieved a 29% revenue increase, with CPMs rising 16% and fill rates improving 12% across Safari, Edge, and Firefox. Following the initial success, the publisher expanded the solution to Chrome, generating an additional 9% revenue lift, alongside increases of 3% in CPMs and 7% in fill rates.
"Publishers are sitting on significant revenue opportunities within inventory that buyers struggle to recognise. The Independent's results demonstrate that improving identity resolution can drive meaningful gains across revenue, pricing and fill rates simultaneously," commented Roy Shkedi, chairman of Intent IQ. "By making ID-less inventory more addressable, we're helping publishers extract more value from the traffic they already have."
"Great results come from great partnerships, and working with the team at The Independent has been a perfect example of that," said Yoad Shloosh, head of EMEA at Intent IQ. "From day one, we've challenged each other, shared ideas, and focused on one goal: getting more value from the advertising setup they already have. Seeing nearly 30% revenue uplift is fantastic, but what makes this partnership special is the people behind it and our shared ambition to keep pushing the results even further."
The deployment required only a single-tag integration with The Independent's existing Prebid setup, allowing the publisher to improve monetisation without introducing significant operational complexity or disrupting its editorial experience. Intent IQ's solution is designed to support applicable privacy requirements, including GDPR, CCPA, and Global Privacy Platform (GPP) signals.
"Our priority was to improve monetisation across inventory where traditional identifiers were unavailable, without adding complexity to our existing ad stack, said Ashleigh Footit, head of programmatic and Yield at The Independent. "The results demonstrate the revenue opportunity associated with improving addressability, and the success of the initial deployment led us to expand the integration to Chrome."
As publishers face continued challenges monetising traffic across browsers and devices with limited identity signals, The Independent's results illustrate how identity resolution can improve the economics of programmatic advertising. Rather than relying solely on increased traffic or additional ad placements to grow revenue, publishers can generate greater value from existing inventory by improving its addressability and competitiveness in the auction.
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