Results
Kronans Apotek, a Swedish pharmacy retailer, together with media agency Hear mediebyrå, used Adform’s ID Fusion to unify identity and keep frequency consistent across devices and cookieless environments. By combining premium Swedish inventory with first-party publisher data and selective third-party segments, the campaign built high-quality reach among people 60+ while maintaining addressability in all environments. The result was precise coverage with minimal waste through a single, transparent platform.
addressable rate
unique reach
impressions delivered
Why Adform:
For Kronans Apotek and Hear mediebyrå, our platform delivers high transparency, robust reporting, and deep audience and data options backed by hands-on Nordic support. We activated ID Fusion and aligned first-party publisher data with selective third-party segments to unify identity across devices and browsers, keeping frequency consistent even in cookielessenvironments. With access to premium Swedish inventory, plus real-time reporting and addressability diagnostics, we maintained precision at scale and kept optimizations fast from planning through post-campaign measurement.
Challenges:
Reaching people aged 60+ at scale is uniquely difficult amid third-party cookie limitations and a fragmented ID landscape. Kronans Apotek needed to drive reach in the target group across desktop and mobile, including Safari and other cookielessenvironments, while still keeping frequency tight. The key questions were practical: which data signals would reliably identify the 60+ audience, which inventory would deliver quality reach, and how could frequency be controlled when identifiers vary by device and browser? For Kronans Apotek, success depended on balancing precision, scale, and measurable control.
Solution:
Kronans Apotek, together with Hear mediebyrå, activated premium Swedish inventory using Adform DSP, selecting placements that consistently index against the 60+ audience. They combined first-party publisher data with complementary third-party data providers to maintain robust coverage across all environments, including cookieless browsers. Adform enabled this through ID Fusion to unify disparate identifiers into a single view for the campaign, supporting deduplicated reach and true cross-environment frequency control. That kept caps consistent across desktop and mobile, reducing overexposure while protecting incremental reach.
Throughout the campaign, Kronans Apotek and Hear mediebyrå used Adform reporting to monitor addressability, reach, and pacing in real time and move quickly on optimization. Adform supported this process with transparent diagnostics and a clean line-item structure for data mixes and inventory cohorts, so adjustments were straightforward without disrupting delivery. Together, these choices helped Kronans Apotek scale reach within the 60+ audience while minimizing waste.
Robin Wiregård
Programmatic Specialist, Hear mediebyrå
“From planning to mid-campaign adjustments, Adform’s support was the best among our DSPs. ID Fusion unified frequency across IDs and environments, and the reach we needed showed up right where we expected it.”
Malin Hammarström
Marketing Director, Kronans Apotek
"This campaign proved we can operate in a fragmented ID landscape without compromising integrity. Adform's data, inventory, and frequency controls allowed us to optimize quality of reach, ensuring the right content to the right group, and an approach that we can scale for future activations."