MiQ announces post-cookie programmatic package

MiQ, a programmatic media partner for brands and agencies, has announced a set of capabilities aimed at supporting advertising performance in a post-third-party cookie environment. The package includes a new identity graph, an expanded partnership with data enablement platform LiveRamp and a partnership with Similarweb to access contextual data.

Identity Spine. MiQ’s new proprietary identity graph, Identity Spine, is designed to connect multiple digital IDs from various providers with first-party data to create privacy-compliant, addressable cohorts for marketers and ad buyers. It is already processing and connecting over 100 million identities per week. It will also ingest third-party data feeds via MiQ Analytics Studio.

RampID. The partnership with LiveRamp to facilitate the onboarding of first-party data is expanding beyond the U.S. to include the U.K. and Australia and will soon reach Germany. In addition, clients will be able to activate campaigns on RampID (formerly Identity Link), LiveRamp’s people-based identity graph.

An eye on contextual. In addition to providing marketers and advertisers with addressable cohorts, MiQ will work with digital intelligence vendor Similarweb to access web-based contextual data built on billions of daily signals including organic and paid keyword rankings and lookalike domains.

Why we care. In the face of the challenges posed by the impending cookieless advertising environment — what the IAB CEO has called a “slow-motion train wreck” — marketers are looking to agencies and tech providers to solve addressability. Various parties are placing their chips on a variety of strategies. MiQ displays agility by hedging its bet on its own multiple-identity graph with access to LiveRamp’s large and well-established alternative, as well as a contextual advertising option. There has to be a winning number there, right?

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.