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.
Key Takeaways & Evidence Grounding
- 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.
Connected Companies & Entities
8 Entities mappedAccess Intelligence
B2B media and events owner serving specialist professional audiences.
“© 2026 Access Intelligence, LLC - All Rights Reserved...”
Intent IQ
Cookieless identity and bid-enhancement infrastructure for programmatic advertising.
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Digitas
Global digital experience agency for enterprise brands.
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Walmart Connect
Retail media arm for shopper data, ads and measurement.
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Horizon Media
Independent media agency with proprietary data and identity capabilities.
“At Cannes 2026, AdExchanger Editorial Director Sarah Sluis sat down with Fabrice Beer-Gabel, SVP of Strategy and Partnerships at Intent IQ, ...”
Adobe
Creative, document and experience software for professionals and enterprises.
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Optable
Privacy-first audience and identity infrastructure for publishers.
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Magnite
Independent sell-side ad tech platform for publishers and streaming inventory.
“Related Stories: Walmart Connect And Magnite On The Convergence Of Retail Media, CTV And Programmatic | Cannes 2026...”
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