A significant announcement has been made by Intent IQ, an emerging identity resolution technology and audience activation specialist, regarding its strategic partnership with the newly launched marketing operating system developed by Horizon Media, namely HorizonOS, which is the industry’s first marketing operating system promising to bring data, AI, and human intelligence together in a single decisioning engine. This partnership helps marketers use privacy-safe identity solutions while dealing with an increasingly fragmented media landscape.
This integration enables the incorporation of intent iq’s identity resolution capabilities, including audience targeting, premium publisher inventory access, campaign activation, and attribution, into HOR holding’s technology stack through its Blu platform. This enables advertising campaigns to be run in ID-less environments like iOS, connected TV, or cookieless browsers.
As the announcement reveals, these environments currently account for more than 50% of digital touch points for U.S. users, which further emphasizes the need for marketers to find creative ways to reach this key audience through non-identifier-based channels.
Breaking Down the Integration: Identity Meets an Open Marketing Operating System
HorizonOS was built to solve one of today’s biggest challenges in digital marketing: how to make data, technology, and strategy work together seamlessly in a privacy-conscious world. Rather than rely on closed, platform-specific tools, HorizonOS brings together best-of-breed partners in an open, interoperable ecosystem designed to unify data, activation, measurement, and optimization workflows.
By integrating Intent IQ’s identity suite into this framework, HorizonOS gains the ability to map users and audiences across both traditional and ID-less environments — extending campaign reach into areas where marketing performance has often lagged due to the loss of third-party cookies, mobile advertising identifiers (MAIDs), or deterministic user IDs.
Key use cases highlighted in the partnership include:
- Audience Amplification: Prospecting campaigns can now target users across iOS mobile web, in-app environments, CTV, and cookieless browsers that were previously hard to reach.
- ID-less Retargeting: Remarketing and re-engagement activities are made possible on devices and platforms with limited or no traditional identifiers.
- Performance CTV Activation: Marketers can drive conversion-oriented outcomes by retargeting exposed CTV audiences across other channels without relying on deterministic IDs.
This broader coverage helps advertisers meaningfully expand reach while improving efficiency, lowering media costs, and driving stronger funnel performance.
Why This Matters for B2B Marketing and Advertising
Solving Identity Fragmentation in a Privacy-First World
B2B marketers today are facing a multimedia environment where individuals, both as consumers and business buyers, easily transition from platform to platform and communication channel to communication channel without a distinguishing identifier. Existing digital marketing strategies that marketers have been inclined to embrace in the past are challenged in environments that embrace the use of cookieless browsers and CTV.
By using the identity system developed by Intent IQ within Horizon OS, an advertiser benefits from a solution that can fill identity gaps, bringing together insights across a broader set of interaction points in a way that’s privacy-compliant. For B2B brands, where each interaction with a decision-making buying group matters, each opportunity to influence them matters.
Enabling More Effective Omnichannel Campaigns
In today’s B2B buyer journey, prospects expect consistent and relevant interaction across multiple channels — from desktop research to mobile exploration and even cross-device content engagement. Tying these fragmented behaviors together without reliable identity signals has been an industry pain point.
With identity-driven performance built into HorizonOS, media activation is no longer siloed. Planning, decisioning, and measurement can happen within a unified workflow that supports seamless movement between channels. For B2B marketers, this translates into:
- Better alignment between audience targeting and campaign objectives
- Reduced media waste through smarter optimization
- Tighter integration between brand-building and performance-driven efforts
This is especially important in complex B2B sales cycles where engagements at multiple stages must consistently reinforce trust and relevance.
Unlocking Previously Inaccessible Audiences
“One of the benefits of this integration is our ability to activate and measure audiences within places where those identifiers do not exist, such as within a cookieless mobile landscape and a CTV landscape.” While CTV is “rapidly becoming the center of the media planning landscape as users increasingly consume long-form content across multiple platforms,” there have “been numerous challenges with attribution and performance tracking within this landscape due to the lack of persistent identifiers.”
Intent IQ’s identity layer addresses that void and promises to make a CTV component a measure of a performance-based strategy rather than a branding strategy. For B2B organizations interested in increasing their footprint of the enterprise buyer segments that are active across channels and screens, these are opportunities that are waiting to be unlocked.
Broader Industry Impacts
The integration of identity solutions into an open marketing operating system like HorizonOS reflects broader trends shaping the advertising ecosystem:
- Identity becomes core to marketing infrastructure: Instead of being a bolt-on, identity resolution is now foundational to audience targeting and measurement.
- Open Platforms Are Gaining Traction: The age of closed, “walled garden” solutions gives ground to interoperable ecosystems that empower marketers to choose best-in-class tools based on particular objectives.
Privacy-first solutions are table stakes because consumers are seeking greater control over their data and regulators are turning up the dial on privacy requirements.
Conclusion
Integration with HorizonOS as part of the Intent IQ thus signals an important landmark in the operation of marketers, as a whole, in an intricate privacy-centric media environment. As the partnership presents an opportunity to solve some of the current addressability, measurement, and delivery complexities, the stage is set for much more powerful B2B marketing strategies.
As the progression of the advertising space continues to be influenced by audience fragmentation and the rise of privacy concerns, this type of solution will be instrumental for the marketer who must succeed in a digital world.