Roy, can you share a bit about your professional background and how it led you to become a leader in identity resolution and privacy-first advertising?
My background is rooted in innovation at the intersection of technology, media, and consumer experience. I’ve always believed that when we build solutions with the consumer in mind, everyone wins—the consumer, the publisher, and the advertiser. That mindset shaped the foundation of Intent IQ. From the beginning, our goal was to design technology that empowers publishers and marketers while protecting user privacy. Identity resolution is central to that mission. It allows for personalized, relevant advertising without compromising trust. That balance—relevance and consumer respect—is the future of this industry.
Intent IQ recently partnered with Snowflake to provide a privacy-first solution. How does this partnership address the challenges of signal loss, particularly for iOS and Safari audiences?
Signal loss, especially in iOS and Safari environments, has created major gaps in digital advertising. Our partnership with Snowflake helps close those gaps by making Intent IQ’s identity resolution technology directly accessible to Snowflake customers safely and securely—so it can be deployed in cookieless environments. Publishers and marketers can now match, activate, and analyze audiences securely using the Snowflake platform. This unlocks accurate targeting and measurement of audiences previously unreachable, with ease and while prioritizing compliance and control.
What advantages does the Snowflake Native App integration provide for seamless onboarding and cookieless audience activation?
The Snowflake Native App makes our technology frictionless for customers already using Snowflake. There’s no complex implementation. Clients can instantly access Intent IQ’s capabilities within their existing data environment—enabling faster onboarding, improved performance, and real time cookieless audience activation. It’s a plug-and-play solution for privacy-first identity resolution and a significant step forward in making scalable, compliant cookieless targeting available to both buy and sell side partners.
How do alternative IDs help publishers monetize their inventory more effectively by enabling better audience targeting?
Alternative IDs give publishers the ability to make their inventory more valuable by unlocking previously hard-to-identify audiences. When advertisers have better identity signals, they can target with greater precision—leading to higher bids and improved yield for publishers. Our Bid Enhancement technology helps ensure that even when cookies are unavailable, audience identity remains strong, persistent, and actionable.
In what ways do identity solutions with alternative IDs benefit both marketers and publishers in digital advertising?
It’s about reach, relevance, and results. Alternative IDs help publishers maintain addressability, which is critical for monetization. At the same time, they help marketers reach potential customers that would otherwise be invisible—especially in cookie-restricted environments. The result is a more efficient, more transparent ecosystem where marketing dollars are deployed more efficiently publishers avail their inventory more effectively, and consumers benefit from quality content and entertainment without a paywall.
How can Cookieless Look-Alike Audiences help marketers scale targeting, and what metrics are key for success?
Cookieless Look-Alike Audiences give marketers the ability to expand reach while maintaining precision. we use deterministic and probabilistic signals to identify audiences with similar traits—at scale, within cookie and cookieless environments. Key success metrics include match rate, conversion lift, and cost efficiency. But the most important measure is business impact: are you reaching the right users and driving meaningful outcomes while maintaining a compliant, future-ready approach?
How do identity solutions ensure compliance with privacy regulations like GDPR and CCPA while providing actionable data for marketers?
The best identity solutions embed privacy controls at their core—from data collection to activation. At Intent IQ, we don’t just meet the standards of GDPR and CCPA—we exceed them through practices like securing additional SOC2 accreditation, ensuring secure processing procedures for partner publishers and advertisers, and helping to guard data collected from consumers in a compliant way. Our recent SOC 2 accreditation is evidence of that. We make sure that actionable data never comes at the cost of user trust. Our goal is to provide value to marketers while honoring the rights and expectations of consumers.
How do you see the role of identity solutions evolving in digital advertising as the industry moves toward a privacy-first model?
Identity is becoming the foundation—not just a tactic—in digital advertising. As cookies waver and regulations tighten, compliant identity solutions will play a larger role in powering targeting, measurement, and personalization across every channel. But they must evolve with transparency and accountability at the core. The future is about durable, consumer-respectful identity—delivering relevance at scale while reinforcing trust.
What advice would you give to marketers and publishers who are navigating the shift toward privacy-first, cookieless advertising solutions?
Don’t wait. Start now and test what works. The landscape is changing fast, and those who act early will gain a strategic advantage. Invest in your first-party data infrastructure. Choose identity partners who can deliver performance without sacrificing privacy. Make sure that the solution works for both the buy AND the sell side. That is the ultimate test of efficacy. And most importantly, keep the consumer at the center of your strategy.
A quote or advice from the author
Don’t wait. Start now and test what works. The landscape is changing fast, and those who act early will gain a strategic advantage. Most importantly, keep the consumer at the center of your strategy.
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