Observed Signal · Jul 13, 2026 · Partnership · Source: AdExchanger · Impact: 2/5 · Sentiment: Positive
Identity Market: Horizon Media & Intent IQ Pilot Reaches 55% Net New Audience
At Cannes 2026, Horizon Media and Intent IQ discussed results from a joint pilot showing 55% net new users reached from existing audiences, with 45% of those converting to purchases. The conversation — led by AdExchanger Editorial Director Sarah Sluis with Fabrice Beer-Gabel (Intent IQ) and John Koenigsberg (Horizon Media) — covered why framing identity as deterministic vs. probabilistic is the wrong debate, the growing importance of accurate identity infrastructure as AI advances, and recommended actions for brands holding first-party data. The pilot reportedly achieved these outcomes without overhauling existing systems.
Pilot results provide concrete metrics showing how identity-focused tactics can convert signal loss into incremental reach and purchases, offering practical guidance for brands — but the news is limited to a joint pilot and is not industry-shifting.
Wichtigste Kernpunkte & Evidenz
- Horizon Media and Intent IQ ran a joint pilot showcased at Cannes 2026.
- The pilot reached 55% net new users from existing audiences.
- 45% of the net new users reportedly converted to purchases.
- The results were achieved without overhauling existing systems.
Verknüpfte Unternehmen
8 verknüpfte UnternehmenAccess Intelligence
Ein führender US-amerikanischer B2B-Medien- und Event-Konzern, der hochspezialisierte Fachzielgruppen in den Bereichen Marketing, PR, Medientechnologie und kritische Infrastruktur monetarisiert.
“© 2026 Access Intelligence, LLC - All Rights Reserved...”
Intent IQ
Cookie-freie Identitäts- und Bid-Enhancement-Infrastruktur für die programmatische Werbeökonomie.
“At Cannes 2026, AdExchanger Editorial Director Sarah Sluis sat down with Fabrice Beer-Gabel, SVP of Strategy and Partnerships at Intent IQ, ...”
Digitas
Globale Digital-Experience- und MarTech-Agentur für vernetzte Customer Journeys und datengestützte Enterprise-Markenführung.
“Related Stories: Channel Planning Is Dead. Digitas' Liane Nadeau On The Fluid Funnel Era...”
Walmart Connect
Walmart Connect monetarisiert First-Party-Shopper-Daten und Verkaufsflächen durch zielgerichtete Retail-Media-Kampagnen.
“Related Stories: Walmart Connect And Magnite On The Convergence Of Retail Media, CTV And Programmatic | Cannes 2026...”
Horizon Media
Unabhängige Mediaagentur mit proprietären Daten- und Identity-Lösungen für datengestützte Kampagnenplanung und -optimierung.
“At Cannes 2026, AdExchanger Editorial Director Sarah Sluis sat down with Fabrice Beer-Gabel, SVP of Strategy and Partnerships at Intent IQ, ...”
Adobe
Kreativ-, Dokumenten- und Experience-Software für professionelle Anwender und Unternehmen.
“Must Read: Adobe Advertising Just Launched Its Own Custom Algorithms Product...”
Optable
Eine datenschutzkonforme Audience- und Identity-Infrastruktur für Publisher und Medieninhaber.
“Next In Content Studio: Viva La Workflow: Optable's Vlad Stesin On What's Actually Changed In Agentic Advertising...”
Magnite
Unabhängige Sell-Side AdTech-Plattform für Publisher und Streaming-Inventar.
“Related Stories: Walmart Connect And Magnite On The Convergence Of Retail Media, CTV And Programmatic | Cannes 2026...”
Ontology Mapping & Concepts
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.