Publishers are turning signal loss into new revenue streams. AI is helping advertisers reach millions of iOS users without major tech changes. Intent IQ’s Fabrice Beer-Gabel explains how the industry is rethinking identity-less environments.
Media companies facing signal loss are no longer just working around the problem-they are now finding ways to profit from it. According to Fabrice Beer-Gabel, SVP of Strategy and Partnerships at Intent IQ, publishers and advertisers are using AI to unlock new value in identity-less environments, a shift that is changing how digital advertising operates.
Beer-Gabel told AdExchanger Editorial Director Sarah Sluis that publishers have managed to grow revenue from identity-less inventory by 50 to 70 percent. Advertisers, meanwhile, are expanding their reach to 150 million iOS devices without having to overhaul their existing systems. This approach, Beer-Gabel said, is not a temporary fix for signal loss but a fundamental change in how the industry approaches user identity and monetization.
As the conversation around digital advertising evolves, some industry observers are also watching regulatory and transparency efforts. For example, a recent update to the OpenRTB SupplyChain object aims to give advertisers deeper insight into programmatic transactions, reflecting broader changes in how data and identity are managed across the ecosystem.
