London, UK - Adform, the only global, independent, and fully integrated advertising platform built for modern marketing, is celebrating its latest industry accolade for helping marketers navigate the increasingly complex digital advertising ecosystem in the post-cookie world. Adform has won The Drum’s Digital Advertising award for Best Response To Change, with its ID Fusion platform.
Adform’s ID Fusion platform is also shortlisted in Campaign’s Tech Awards 2022, with a much-coveted nomination to ‘Best Response To Change Using Tech’, further recognition of its pioneering work to build a flexible and scalable solution which enables easy adoption of first-party IDs and drives proven engagement and efficiency gains for publishers and marketers.
Adform’s recent award wins and nominations are building on last year’s Red Dot Design Award, which the company won for outstanding Communication Design, in the Interface and User Experience category, with its Adform Flow platform for seamless advertising campaign management across all digital channels. Adform Flow also won an iF Design Award earlier this year, beating over 11,000 entries.
Joint research from Adform and Dynata last year highlighted that three quarters of marketers were anxious about the depreciation of the third-party cookie and the impact it would have on businesses - but 78% had no tested solution yet in place. Adform identified that no single solution would replace the third-party cookie, and leveraged its two decades of experience to build a solution that is channel-agnostic and works to combine first party IDs with customer data to make sense of the growing ‘jungle’ of customer identity.
Adform’s ID Fusion platform has helped make the use of first-party IDs surpass the use of third-party cookies among publishers. Adform’s focus is now on supporting and ensuring that advertisers keep up with publishers who are now established in using first-party IDs to reach known audiences in a consenting and compliant way. The benefits to brands are clear, with Adform’s client results demonstrating significant improvements in viewability, conversion rate, cost per acquisition and other key metrics.
Speaking about the specific challenges facing brands, and benefits of deploying Adform’s platform, Nerino Kasljevic, Senior Online Marketeer, The Dutch Postcode Lottery, said, “After activating Adform's first party ID solution, we saw a significant increase in rendition on Safari and Firefox at a lower eCPM. This resulted in an efficiency boost in our media budget, allowing us to reach more consumers at lower costs. In addition to increased delivery, we also saw an increase in our conversions and a decrease in eCPA. ID Fusion ensures that we can achieve a greater range with less media budget and better guarantee the frequency cap. We are very satisfied with the first results, which means that we will continue to use Adform’s ID Fusion in the coming period.”
Oliver Whitten, COO at Adform, said: “The marketing industry has become significantly more fragmented and complex in recent years. The phase out of the third-party cookie has seen previously reliable systems unravel. With cookies being made redundant across browsers, channels and devices, marketers risk losing vital segmentation, targeting and analytics capacity. Adform has responded quickly to bring order to the ecosystem. We have re-engineered our entire platform for better flexibility, to enable marketers to apply any identifier they choose, via the ID Fusion platform.
‘At a time when the pandemic put huge pressure on fast-tracked digital transformation across the advertising ecosystem, from brands to publishers, we worked with clients and industry figures to build a platform that can solve the identity issue as we approach a cookieless world. We’re delighted to be getting recognition through awards like The Drum’s for making cookieless success a current reality. It’s an exciting time for the industry as it has to evolve quickly to meet new regulatory requirements, and we’ll continue our work to provide the foundation for a fair, open, and privacy-secure advertising future.”
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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.