The client needed a partner that could help quantify the true scale of its first-party audiences beyond the IDs originally onboarded through LiveRamp. Adform’s ID Fusion enabled the company to evaluate additional addressable reach across multiple identifiers while maintaining transparency into methodology and audience quality. The resulting insights provided a strong foundation for partner evaluation, audience planning, and future activation decisions. The client selected Adform for its identity expertise, transparent approach, and ability to translate audience resolution into practical planning insights.

As third-party cookies continue to decline and the identity landscape becomes increasingly fragmented, understanding the full potential of audience data has become more complex. While first-party data provides a valuable foundation, the client needed to understand how much additional scale could be reached beyond the IDs included in the original LiveRamp-onboarded audience. Because the initial segments were tied to one onboarding path, the client lacked visibility into the broader addressable opportunity available across additional identifiers. At the same time, it needed confidence that any audience expansion would maintain relevance and data integrity, increasing reach without compromising audience quality.

To evaluate the full potential of its audience data, the client onboarded two first-party audience segments into Adform, representing approximately 6.5 million identifiers across both groups. Over a three-week period, Adform's ID Fusion extended these audiences across multiple identifiers within its identity graph, enabling the client to measure addressable reach beyond the original onboarding source. Adform supported the project through audience analysis, onboarding validation, match-rate interpretation, and transparent reporting, helping the client gain a clearer view of its total addressable audience and identify new opportunities for future activation.