Adform – the integrated advertising platform (IAP) – has collaborated with Gazeta.pl, Grupa Żywiec, Yieldbird and Starcom to deliver an answer to the continuing deprecation of third-party cookies via its enterprise technology, Adform FLOW. In October 2020, the partners conducted Poland’s first successful ad campaign using only first-party IDs for targeting.
Safari, Firefox and Edge browsers already block third-party cookies, with Chrome gradually phasing out support for external advertising identifiers and data not owned by the publisher or customer, by 2022. As these browsers dominate the market, with a majority (63%) of page views on desktop and mobile devices, this situation makes it difficult for advertisers to enhance the user experience through targeted and personalized advertising. While the functionality of third-party cookies is expected to be replaced by Google's proprietary solution to some extent, it is not yet known whether this will be available to everyone.
Switching to first-party IDs for targeting not only provides protection for the future, but already offers the capability to run personalized campaigns in third-party cookie-free environments such as Firefox and Safari. This approach also provides an opportunity for greater system transparency and easier compliance without the need for hundreds of third-party files. First-party IDs and data are accessible for longer than third-party cookies, providing significant data quality benefits for brands, and they enable current campaign targeting capabilities to continue.
Source: Adform
“Our integrated advertising platform, Adform FLOW, is extremely well suited to switching from third-party data. With a unified architecture – including supply (SSP), demand (DSP), data management (DMP) and advertising server – Adform has the complete infrastructure needed for modern marketing that allows it to rebuild the entire supply and demand path around first-party IDs,” comments Łukasz Bańkowski, Sales Manager at Adform.
“Innovation, openness and flexibility are inscribed in Gazeta.pl’s DNA – we want to develop and set market standards. Introducing a new solution for first-party data will make us much more competitive. Thanks to this successful campaign we’ve proven we can place advertising in browsers that block external identifiers and access up to 17% more users. Currently we are the only publisher in Poland that can so significantly expand reach for its customers,” says Martyna Matuszewska, Business Data Owner at Gazeta.pl.
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.