As a globally renowned telcom giant, Vodafone has a vested interest in ensuring their ad campaigns remain at the forefront of technological innovation and change. Adform, as Vodafone’s long-standing tech partner, has a proven history of remaining ahead of the curve and anticipating changes in the industry by creating innovative, award-winning solutions.

With the impeding deprecation of third-party cookies, Vodafone worked to find a solution to guarantee the future of one-to-one digital advertising.

In 2024, Google will stop supporting third-party cookies on Chrome. As a result, many global brands run the risk of being unable to identify online users, and therefore lose the capacity to address audiences on a one-to-one basis – one of the essential benefits of digital advertising.

But this isn’t just about preparing for the future, at present, browsers such as Firefox and Safari currently don’t support third-party cookies. This means there is currently a huge opportunity cost when it comes to addressing users.

In the wake of this momentous change, a number of alternative IDs have emerged in the market to fill this vacuum. Vodafone UK needed an agnostic solution that would be able to work with the multiple IDs emerging in the market.

Adform’s award winning identity solution, ID Fusion, functions as a ’universal translator’ for the multiple first-party IDs that have arisen to replace third-party cookies. As a result, Vodafone’s campaigns could successfully reach users in environments such as Safari and Firefox, leading to a significant increase in incremental reach and conversions, as well as a marked increase in Return in Investment.