Gazeta.pl, Grupa Żywiec, Yieldbird and Starcom collaborate on proof of concept for Adform’s first-party ID solution in Polish market
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.