A US performance-focused marketing agency has partnered with Adform across multiple campaigns and channels, relying on Adform FLOW to support audience activation, campaign execution, and measurement at scale. As the partnership evolved, the marketing agency wanted to understand whether identity resolution could improve campaign efficiency by reaching more unique users, reducing duplication, and lowering media spend without adding complexity to campaign management. Adform provided the transparent reporting, cross-channel visibility, and audience recognition capabilities needed to assess delivery performance across fragmented environments.

The campaign spanned multiple tactics including CTV, display, video, plan-level, small-group, and retention activity, requiring consistent audience management across a complex media environment. Fragmented browser and device signals can cause the same individual to appear multiple times across datasets, making it more difficult to accurately assess reach and frequency. As a result, campaigns risk delivering repeated impressions to the same users while missing opportunities to engage incremental audiences. The agency's goal was to increase the number of real people reached while maintaining control over exposure levels and overall media investment.

The marketing agency activated Adform’s ID Fusion to strengthen audience recognition and create a more accurate view of user reach across channels. Campaign performance was evaluated before and after activation using key delivery metrics including unique reach, tracked ads, total spend, duplicated exposure, and average frequency. ID Fusion helped identify users more accurately across fragmented signals, allowing impressions to be distributed across a broader pool of qualified users. This reduced unnecessary duplication and supported broader reach without increasing spend. The result was a more efficient delivery strategy that increased campaign scale and impression volume while lowering overall media spend.