April 07, 2021

NOTE: This post is updated monthly as we track first-party adoption. Check back regularly. Last Updated: May 7th, 2021. 

You’ve already likely started to hear a bit about first-party IDs and what they mean as a solution to the pending complete discontinuation of third-party cookies. For the past year, we’ve been at the leading edge of updating clients about what this means, potential solutions, and how to prepare. 

We’ve now reached a very exciting point in that journey.  This past fall we announced our first proof of concept campaigns were live with first-party IDs. We’ve continued to expand that with a number of leading publishers across Europe, and we’re tracking growing scaled adoption of first-party IDs across top 1,000 publishers. 

While Chrome is slated to discontinue the third-party cookie in late 2021 / early 2022, there’s a far more immediate part of the story with major benefits for advertisers and publishers. The results of our early first-party collaborations are now coming in and we’re seeing significant benefits derived by restoring access to Safari and Firefox traffic which has, for years, been eroded. In our internal benchmarking we’re already seeing: 

2x Increase in CTR on Ads Viewed via Safari and 20% Increase in Revenue for Publishers selling First-Party Inventory

Naturally, gaining critical mass for first-party IDs is essential. Here, again, first-party ID’s are off to a fantastic start, as the majority of alternative ID solutions currently being promoted haven’t actually been tested or are still prototypes that have yet to see the light of day. This is not the case with first-party cookie-based solutions.

What does the data show? 

Average based on first-party adoption among top Top 1000 Domains in Denmark, Finland, Germany, Italy, Norway, Poland, Spain, Sweden, UK and US

The overall trend is increasing momentum across the top 1,000 sites in each of the sample markets we reviewed. The average across these markets has more than doubled since November and shows no signs of slowing.

Adform figures. Analysis of top 1000 domains in each sample country sending first-party IDs.

*The path to full adoption on a market-by-market basis is still rapidly evolving. Historically privacy-centric markets have shown a more rapid adoption of independent first-party solutions while other established markets such as the US have had adoption impacted slightly by heavy testing and a wide range of different solutions.

Third-party cookies have been a useful, but flawed piece of the equation for a long time. They delivered the ability for your technology vendor and partners to standardize some processes, so scaling them back lacked the direct fine-tuning and specificity required by today’s landscape. First-party cookies bridge that gap and unify the best of both worlds.

Boiled down to the key takeaways, what’s this mean for effortless modern marketing?  

  • Adform is live with first-party IDs and we’re seeing great results.  The technology works and functionality will continue to be expanded in the coming months. 
  • The foundation is in place to support a majority adoption of first-party IDs by mid-2021. 
  • First-party ID setups work seamlessly alongside other setups, meaning they are not mutually exclusive. 

Want to learn more about first-party IDs and related Adform thought leadership including the latest white papers, interviews, case studies, and more?  Make sure to bookmark our new Identity-centric landing page accessible HERE.

For Adform clients eager to discuss unlocking the full potential for Adform FLOW’s full enterprise capabilities, and eager to get started running first party campaigns immediately, please reach out to your account manager.