Publisher-side platform Brightcom is partnering with Intent IQ, an identity verification firm. This will allow Brightcom to use Intent IQ’s bid enhancement service. The aim is to better authenticate IDs amid the decline of 3rd-party cookies and maximize monetization of Brightcom’s publishers’ portfolio. 

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What it does. The companies claim this will allow Intent IQ’s identity device graph to aggregate all of Brightcom’s publisher SSP and DSP IDs into a single Intent IQ Person ID. It is supposed to do this while returning partner SSP and DSP IDs when those are missing. Intent IQ supports third-party cookie and cookieless environments, such as Safari and the future Chrome.

Over the next five years the Identity Resolution Software market will register a 10.7% CAGR in terms of revenue and the global market size will reach $1.7 billion by 2025, from $1.1 billion in 2019, according to Market Study Report. Spending on programmatic advertising in the US market is expected to hit $142 billion this year, per eMarketer.

Why we care. Programmatic advertising is supposed to give the transparency needed for marketers to have total visibility over their campaigns. This only works if marketers can see exactly what sites their ads are on and what kinds of audiences are seeing them. The end of third-party cookies has added to existing concerns around this.

Read next: Gannett ad mishap highlights concerns about programmatic advertising

About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.


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