Results
How did Adform and energy drink brand, Big Shock!, pave the way for a cookieless future with an innovative approach to programmatic advertising? By leveraging the Czech ad ID—a first-party identifier developed by Seznam and Czech Publisher Exchange (CPEx) based on logged-in users—Adform enabled precise targeting across leading Czech publishers without cookies. To expand reach, we activated our ID Fusion solution, maximizing the impact of first-party data. Discover how our innovative campaign delivered measurable, future-proof results, setting a new standard for cookieless advertising.
Logged-in users reached across all browsers on Seznam and CPEx before ID Fusion
Users reached when extending Czech ad ID audience with ID Fusion
Incremental reach after enabling ID Fusion at the campaign level
Why Adform:
At Adform, we are recognized as leaders in crafting solutions that empower the world's top brands to succeed in the cookieless era. When our long-standing partner, Publicis Groupe, sought to explore cookieless strategies for their client Big Shock! — a prominent energy drinks brand in the Czech Republic—we delivered with our award-winning identity solution, ID Fusion. By seamlessly integrating multiple first-party identifiers, ID Fusion equipped the campaign to navigate the challenges of a cookieless future. Additionally, the use of Czech ad ID provided Big Shock! with a scalable and future-ready approach to meet the evolving demands of digital advertising
Challenges:
Big Shock! has long been recognized for its successful consumer activation campaigns. These campaigns encouraged users to participate in engaging competitions by registering on the brand's website and submitting promo codes from Big Shock! cans. Historically, their retargeting efforts were cookie-based, allowing for personalized programmatic communication with participants. However, as cookies continue to lose relevance, the brand needed a robust, future-oriented solution to ensure their targeting strategies remained effective.
Solution:
We started by using the Czech ad ID API and Adform server-side tracking to collect data from logged-in users on the Big Shock! website, ensuring that only Czech ad IDs were sent to Adform. In the first stage of the campaign, we tested two approaches without using ID Fusion. The first approach was creating a group (called a DMP segment) that included only Czech ad IDs, which we used to target the campaign. The second approach involved targeting the campaign directly through server-side tracking points. These tests were conducted across all browsers on Seznam and CPEx because both publishers support Czech ad ID. After a few weeks of testing, we introduced ID Fusion, our advanced tool that connects multiple identifiers to better track and target users. By using ID Fusion in a new campaign, we were able to expand our reach across the open web, connect with more people, and achieve strong campaign results.
Barbora Zachová
Digital Manager, Big Shock!
"We are extremely pleased with the results and proud to stay ahead of the curve. The implementation of Czech ad ID and Adform's ID Fusion solution has been a game-changer for our retargeting efforts, allowing us to effectively reach our audience without relying on cookies. This approach ensures we can engage users in both cookie and cookieless environments, and the results speak for themselves."
Martin Palounek
Programmatic Specialist, Publicis Groupe
"It’s great that Czech publishers created the Czech ad ID ecosystem to facilitate campaign delivery in cookieless environment and we’re proud to be the first one implementing the solution on advertiser side. Kudos to the team at Big Shock! They were bold enough to go “where no one has gone before” – and thanks to them we now have the proof that Czech ad ID is working as intended."