Intent IQ Launches BidPulseSM, Bringing New Transparency to Identity Accuracy in Programmatic Advertising

New measu eme t methodology eveals sig ifica t accu acy gaps amo g leadi g ide tity p ovide s a d p ovides a t a spa e t f amewo k to i depe de tly evaluate esults

NEW YORK, Oct. 12, 2026 (GLOBE NEWSWIRE) — I te t IQ, a leade i ide tity esolutio , ece tly a ou ced the lau ch of BidPulse^SM, a pate t-pe di g methodology fo dete mi istically measu i g the accu acy of o li e ide tifie s associated with p og ammatic bid equests. Available at bidpulse.o g, BidPulse p ovides o goi g measu eme t of ide tity accu acy ac oss leadi g ID b idgi g p ovide s a d gives the adve tisi g i dust y a ew way to i depe de tly assess the quality of ide tity sig als used fo ta geti g, f eque cy cappi g a d att ibutio .

O li e ide tifie s associated with a bid equest allow adve tise s to access audie ce i fo matio a d make decisio s about whethe a d how much to bid o a imp essio . Adve tise s expect those ide tifie s to ep ese t the device ge e ati g the bid equest, othe devices used by that i dividual, o membe s of the same household. Whe a ide tifie is i co ectly associated with a device f om a diffe e t household, howeve , adve tise s ca make biddi g a d ta geti g decisio s based o a audie ce that is ot actually p ese t, leadi g to wasted adve tise budget.

BidPulse was developed to measu e the exte t to which the audie ce is miside tified a d budget wasted.

The methodology compa es the geolocatio of a bid equest, dete mi ed th ough eve se IP lookup of fixed-li e IP add esses, with the p io 30-day geolocatio histo y of the o li e ide tifie matched to the bid equest o cookie sy ced with that ide tifie . Whe sufficie t locatio histo y exists a d a ide tifie o associated cookie has ot appea ed withi a 100-mile adius of the bid equest geolocatio du i g the p ecedi g 30 days, BidPulse assumes the ide tifie is associated with a diffe e t household.

I te t IQ uses a 100-mile adius as its p ima y be chma k to mi imize the possibility that va iatio s i eve se IP geolocatio could i co ectly classify a ide tifie as i accu ate. Because the esults a e stable fo I te t IQ ega dless of whethe a 100-mile, 50-mile, o 25-mile th eshold is used, the eve se IP add ess lookup appea s to have a high level of accu acy. Results a e p ovided o bidpulse.o g, ot o ly fo the 100-mile th eshold, but fo 50-mile a d 25-mile th esholds as well.

“O li e ide tity is the fou datio of ad ta geti g, att ibutio a d f eque cy cappi g, yet the i dust y has histo ically had limited ability to i depe de tly measu e whethe the ide tity sig als bei g used a e actually accu ate,” said Roy Shkedi, Chai ma of I te t IQ. “By measu i g ide tity accu acy dete mi istically, BidPulse moves the i dust y f om guesswo k to scie ce. We’ e excited about what this does fo the i dust y a d i vite othe s to compa e thei ow a alysis with ou s.”

BidPulse Fi ds Wide Accu acy Gaps Amo g Leadi g ID P ovide s

I te t IQ has bee t acki g the leadi g ID b idgi g p ovide s fo mo e tha a yea , i cludi g LiveI te t, ID5 a d I te t IQ itself.

BidPulse uses two compleme ta y sco es to measu e ID p ovide accu acy. The St ict Accu acy Sco e classifies a e ti e bid equest as i accu ate if a y ide tifie associated with a p ovide falls outside the specified geog aphic th eshold. The P opo tio al Accu acy Sco e evaluates all of a p ovide ’s IDs withi a bid equest a d measu es the pe ce tage that fall withi the geog aphic th eshold.

At the 100-mile th eshold, I te t IQ eco ded a 93% St ict Accu acy Sco e a d 97.7% P opo tio al Accu acy Sco e. LiveI te t eco ded sco es of 46.6% a d 51.6%, espectively, while ID5 eco ded sco es of 34% a d 33.9%.

Results emai ed di ectio ally co siste t as the geog aphic th eshold a owed:

The St ict Accu acy Sco e eflects the pote tial impact of eve a si gle i co ect ID. A si gle ID associated with a household outside the geog aphic th eshold ca ope the bid equest to a ew set of adve tise s a d adve tiseme ts seeki g to ta get the i co ect household audie ce ep ese ted by that ID. Fo example, ID5’s 34.3% St ict Accu acy Sco e at the 100-mile th eshold mea s that 65.7% of ID5-e iched bid equests i clude at least o e ID5-matched ID f om a household mo e tha 100 miles away f om the bid equest’s locatio .

The P opo tio al Accu acy Sco e p ovides a diffe e t view by measu i g the sha e of a p ovide ’s IDs withi each bid equest that meet the geog aphic accu acy th eshold. Fo example, LiveI te t’s 34.1% P opo tio al Accu acy Sco e at the 25-mile th eshold mea s that 65.9% of the LiveI te t-matched IDs i each bid equest a e mo e tha 25 miles away f om the bid equest’s locatio .

To fu the illust ate the disti ctio betwee the two measu es, i a bid equest co tai i g 10 b idged IDs f om a p ovide , if fou a e mo e tha 100 miles away, the St ict method cou ts the e ti e bid as i accu ate, esulti g i a 0% St ict Accu acy Sco e, while the P opo tio al method epo ts it as 60% accu ate. Each i co ect ID may i t oduce a disti ct i co ect audie ce f om a othe household o locatio , pote tially i flati g the bid’s appa e t value by as much as 4x o mo e. The pe ce tage accu acy of each bid is ave aged ac oss the total set of bids ove a give time pe iod to dete mi e the p ovide ’s ove all P opo tio al Accu acy Sco e.

I depe de t Ve ificatio a d I dust y Access

I additio to I te t IQ’s yea -lo g t acki g, a exte al softwa e expe t also impleme ted the BidPulse methodology usi g I te t IQ’s data to i depe de tly eplicate the esults.

I te t IQ is ow maki g BidPulse available to the b oade adve tisi g i dust y th ough bidpulse.o g. The site p ovides co ti uously mo ito ed esults as well as histo ical data begi i g Ja ua y 1, 2026, allowi g compa ies to t ack ide tity accu acy ove time a d compa e pe fo ma ce ac oss p ovide s a d geog aphic th esholds.

I te t IQ i vites ide tity p ovide s, publishe s, ad platfo ms a d othe i dust y pa ticipa ts to compa e thei ow esults with BidPulse fi di gs a d i depe de tly ve ify BidPulse’s ide tity accu acy measu eme ts.

Compa ies ca access BidPulse by visiti g bidpulse.o g a d e te i g a compa y email add ess. The complete BidPulse methodology is detailed i the white pape accompa yi g this elease he e.

Silico AlleyMedia fo I te tIQ Silico alley-media.comalex@silico alley-media.com