Adform has been working on its 1st-party ID and data solution intensely for over 3 years. At first, this initiative was driven purely by the need for cross-device ID support, however, once this was accomplished the focus shifted to face the challenge of third-party cookie deprecation. As a result, Adform has become the first adtech company to go live with an end-to-end 1st-party ID based programmatic solution which allows trading and data targeting.

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