London, UK - The introduction of Adform’s ID Solution is generating fantastic results, with early-adopter publishers seeing a revenue boost of up to 20% based on a 3x increase in Safari click volumes for publishers activating first-party IDs. These results follow the success advertisers see on Safari traffic from these publishers, in terms of a 2x increase in click-through rates (CTR) and a 4x increase in delivery of cost-per-click (CPC) based buying.
Adform continues to collaborate with various publishing groups, globally, to rebuild the core of the programmatic ID system to deliver effective and personalised advertising at scale, while helping publishers to make inventory more attractive. This solution presents the first real answer to how digital advertising will function after Google removes third-party cookies, in addition to providing an alternative to the login-based media giants like Facebook.
Jakob Bak, Co-Founder, Adform comments: “Following Google’s recent announcement, this is not the death of unified logins or first-party IDs. Yes, Google’s support would have fuelled faster adoption, but with the vast majority of publishers running header bidding and operating multiple SSPs or direct DSP/PMP integrations, this announcement doesn’t actually change much for the industry. Already today a large proportion of publishers deploy both first-party login and first-party cookie solutions – many with the help of Adform’s ID Solution. The result is that Google becomes less competitive against some SSPs and DSPs, while actually strengthening some of the companies supporting these IDs.”
Adform has successfully modified all product areas to facilitate a fully operational value chain, that is proven to increase digital advertising yields without relying on third-party cookies. As the industry’s first independent, fully integrated advertising platform with an end-to-end product stack comprising an SSP, DSP, Ad Server and DMP Adform FLOW provides a fully flexible setup, enabling transactions on all types of IDs without prejudice to one or the other. Adform FLOW is 100% transparent in tech fees, data fees and media costs – as independently verified by PwC.
Bak concludes: “Google’s recent privacy announcement has simply given some insights into their plans – or rather what they plan not to do, and put some speculation to rest.”
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.