Key takeaways
- ID-less inventory is a recoverable revenue opportunity, not a write-off
- Addressability without cookies is achievable without disrupting your existing setup
- A performance-based model means publishers only share in gains they wouldn't have had otherwise
- Privacy compliance and monetisation can work together across GDPR, CCPA, and GPP frameworks
This case study was originally published by Intent IQ. Read the full version at intentiq.com.
As third-party cookies continue to disappear, a growing share of publisher inventory has become harder to monetise. Without reliable user identification, bidder participation drops and inventory value suffers.
To address this, Publift deployed Intent IQ's ID-less identity solution across selected publishers in our network. Intent IQ's proprietary Identity Graph resolves user identity in real time across cookieless environments, restoring bidder competition on inventory that would otherwise go under-valued.
The integration runs through Fuse via a single Prebid tag — no changes required to publishers' existing ad stacks.
Results from the January–February 2026 rollout:
- 20.7% revenue uplift — United States
- 18% revenue uplift — Non-EU geographies
- 15% revenue uplift — Global (including partial EU traffic)
- Up to 70% revenue uplift among top-performing publishers
EU integration is ongoing; updated results to follow.
With 900+ publishers on Fuse, talk to us to learn how we can help recover revenue from your cookieless traffic.