Inuvo Launches Ad Tech That Doesn’t Use Tracking IDs

(Inuvo)

Inuvo Inc. of Little Rock has launched its new Media Mix Modeling technology, which it said will allow brands and agencies to determine an optimal media mix for advertising campaigns without using consumer tracking IDs.

Part of Inuvo’s IntentKey AI solutions, the Media Mix Modeling technology has been in beta for almost two years and is now available to clients and prospects, the company said in a news release.

The company said the technology, backed by artificial intelligence, uses historical spend and performance metrics to predict an optimal media mix for any budget across numerous channels.

“As the ability to identify and track consumers becomes increasingly difficult, the two biggest challenges for marketers are: how to find and target audiences and how to confidently determine budget across media channels,” Inuvo CEO Richard Howe said in a statement. “Inuvo’s generative IntentKey AI has solved the first of these challenges and has now been complemented by machine learning technology to solve the second.”

Inuvo (NYSE: INUV) said that accurately valuing advertising channels, like social media, television or search engines, continues to be difficult for companies. Tracking IDs have been used in the advertising industry but there are now more challenges with this method because of certain limitations.

“Apple’s stance on consumer tracking and Google’s planned discontinuation of cookies on Chrome browsers in 2024 are solidifying the shift towards cookieless solutions,” Inuvo said.

The IntentKey technology, using machine learning, can predict “with great confidence” an optimal spend across offline and online marketing channels without the need for consumer tracking methods, Inuvo said.

The company in March reported widening losses in its fourth quarter and full year, but said it was well-positioned for growth thanks to advancements in its AI-powered platforms.

Fourth-quarter losses totaled $4 million, or 3 cents per share, compared to a loss of $1.2 million in the same period a year ago. Revenue in the period fell 12.2% to $17.3 million, which the company attributed to softening demand and the loss of a client.