This January, Adform, the Danish-born digital advertising platform, was able to present its latest advertising solution. The company introduced the possibility to buy targeted ads based solely on first-party data, solving the market's ID problems when third-party cookies are finally phased out in 2022.
In collaboration Dentsu and Matterkind, Adform can now unveil their latest ‘proof-of-concept’ campaign on the retargeting solution of the future, ensuring advertisers can continue with personalized, one-to-one marketing, even after third-party cookies are phased out.
"Ever since Google announced that it will phase out third-party cookies, advertisers have been looking for solutions designed for a cookie-free future. We have been helping our customers improve their marketing for more than 20 years, and it is important for us to ensure that we and our customers can continue that development in the new advertising landscape. Together with Matterkind and Dentsu, we have now shown that it will also be possible in the future to run retargeting campaigns that also ensure greater ROI for the individual advertiser.” says Allan Olesen, Country Manager for Adform Denmark.
The solution is based solely on first-party IDs from the websites that consumers’ visit and consent to – removing the need for third-party cookies. This improvement gives publishers, advertisers, but also consumers, more control and transparency. The ID solution has been trial tested in collaboration with Matterkind and Dentsu, and in addition to securing retargeting as a continued buying method, it also ensures greater security for the advertising market in the future.
“Adform’s first-party data solution is a really exciting initiative and a development that we as an agency are working to be at the forefront of. We have been fortunate to be allowed to test Adform’s first-party data solution at an early stage, and the results are truly promising. We saw a more natural browser distribution and a performance boost on classic metrics. Adform's first-party data solution will definitely be a part of our future targeting framework.” says Christian Evendorff, Managing Director at Matterkind.
“We are looking into a future where the digital ad-tech ecosystem is becoming more fragmented. It requires some important strategic and tactical discussions, where as an agency, must advise our clients about the new reality and how they can reach their audiences with the same precision and relevance as before. In recent years, most advertisers have invested heavily in improving the customer experience through one-on-one marketing, which is why it is also incredibly important for us to ensure that our customers can continue to do so in the future. This is why Adform's solution is a vital for us.” says Rasmus Viberg-Holde, Executive Director at Dentsu.
Adform hopes to show advertisers that they are able to create future-proof, local solutions in collaboration with the industry. A collaboration that will strengthen the ability to link IDs in a scalable way, and which will be a prerequisite for success in the advertising market of the future.
“Our approach to the digital advertising market of the future is that we must create a solution together with the industry that suits the local market. Third-party cookies are being phased out, and although they give rise to uncertainty, this disruption is also creating entirely new opportunities to clean up and make things better. At the same time, we have the advantage that, as an actor with an eye for local conditions, we can to a greater extent support solutions that suit local needs. I believe that agility will be important in the transition to a cookie-free advertising market, where the good solutions must come through collaboration across the entire industry.” says Allan Olesen.
Adform is the only global, independent and fully integrated advertising platform built for modern marketing. Its unique enterprise technology – Adform FLOW – harnesses superior user experience and a scalable, modular and open architecture, to enable seamless management of the whole campaign lifecycle. It provides clients with enhanced control and transparency across their advertising operations, including ownership of all data from their campaigns. Since 2002, Adform has developed technology to enhance human/machine collaboration and deliver augmented intelligence, thereby amplifying business results for its clients around the world.