Startup Lisboa

Start.io and Intent IQ Boost Ad Revenue with New Partnership

Start.io, a mobile-driven SSP, announced on January 15, 2025, a partnership with Intent IQ to expand audience targeting by using Intent IQ’s identity resolution platform to match mobile advertising IDs (MAIDs) with alternative IDs. In a test spanning millions of real-world ads, Start.io achieved an average 9.8% higher fill rate and a 12% increase in daily revenue for ads enhanced by Intent IQ data. Start.io processes hundreds of millions of ads per day across thousands of publishers, embedding MAIDs in ad requests where allowed; Intent IQ’s platform matches MAIDs and other identifiers with alternative IDs to improve targeting. Executives stated the collaboration aims to help mobile publishers compete for higher CPMs and drive material business outcomes in a competitive landscape.

Greek And Romanian Publisher Team-Up Project Agora Shows Early Promise

Project Agora is a Southeast Europe publisher coalition marketplace launched in December by TailWind's ThinkDigital Group, uniting Greek and Romanian publishers to offer an alternative to Google. In its initial 60 days, Agora monetized 36 million impressions in Greece and 21 million in Romania, with Romania's eCPM at €0.61. Greece's CTR averaged 0.23% and viewability reached 62% (versus a 45% country average). The project aims to reach 100% viewability by year-end per MRC standards. Early buyers include Air France, Vodafone, Emirates, BMW, Mondelez, and Skoda. Agora counts 18 Greek publishers (43 sites) and 8 Romanian publishers (81 sites); expansion to Hungary and Dubai is planned. The platform uses AppNexus and Lotame, with international trading desks Cadreon, Xaxis and VivaKi. Agora manages 250 million impressions and expects to monetize 60 million in March (up 110% from February). CPMs are significantly higher than Google Display Network in both markets.

SoQuero gewinnt

Frankfurt-based agency SoQuero, a subsidiary of Intershop Communications AG, has won Deutsche Bahn's travel portal start.de as a new client for search engine marketing (SEM). SoQuero will oversee the conception, implementation, and management of SEM campaigns for start.de, positioning itself as a certified Google AdWords partner. The agreement emphasizes collaboration with Intershop and TheBakery to deliver SEA solutions across the ecommerce value chain. Start.de, founded by Deutsche Bahn AG in 1997, is among Germany's leading travel portals, offering price comparisons of catalog offers from various tour operators and services including Bahnreisen, last-minute trips, hotels, holidays, flights, car rentals, city trips, tours, and cruises. This deal highlights the growing demand for specialized SEM management in corporate travel portals and demonstrates cross-company collaboration to optimize online visibility and performance.