Horizon Media and Intent IQ Show 55% Net New Audience via AI-Driven Amplification
rwlord · x · 2026-08-01
At Cannes Lions, Horizon Media and Intent IQ presented results of their joint pilot: 55% net new users reached from existing audiences, with 45% converting to purchases. The discussion also covered the deterministic vs. probabilistic attribution debate, AI's role in identity infrastructure, and how brands should leverage first-party data.
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