When we launched ID Fusion a year ago, we promised digital advertisers a privacy-compliant and effective solution to overcome the third-party cookie problem. Not only this, but through being able to reach audiences using first-party IDs, we have helped brands reach potential customers on Safari and Firefox - environments that cover 50% of browser usage.

Our agile response to the impending ‘cookie apocalypse’ reflects who we are as a company and why we are the tech partner of choice for leading Brands. Adform is dedicated to remaining ahead of the curve and recognizing and adapting to trends and major changes in the industry. With third-party cookies to be discontinued in 2023 and cookies being made redundant across browsers, channels, and devices, marketers risk losing vital segmentation, targeting and analytics capacity. Advertisers and publishers are struggling to reach their audiences online in a consistent, transparent and privacy-compliant way. Many publishers are adopting first-party IDs as an alternative to traditional cookies, which has created a plethora of fragmented ID solutions.

Adform has built ID Fusion as a universal, agnostic solution for effective digital advertising in the post-cookie world, which combines publisher first-party IDs with advertisers’ customer data to make sense of online users' identity. The solution ensures common use-cases such as frequency capping, audience targeting, and reporting continue to thrive in the future.

Our impactful response to third-party cookie deprecation has led to wider industry recognition. In the last year, Adform has received awards from several leading industry publications for our ability to respond to change and keep the ecosystem open, fair, and flexible, through simplification of the entire ID landscape

The recognition and praise that ID Fusion has received across the industry reflect the real value it can bring to advertisers. At Cannes Lions in June, Adform unveiled an industry-first PwC independent report showing that first-party IDs deliver significant uplift and scale on programmatic ad campaigns run with its ID Fusion solution: 669% increase in addressable audience, 161% increase in click-through rates, and a 65% lower CPC.

Oliver Whitten, Chief Operating Officer at Adform, said: “We are at a tipping point within the industry. In response to Chrome’s decision to depreciate third-party cookies, a landslide of new identifiers have emerged. This poses a dramatic challenge for marketers who are still dependent on legacy systems built for third-party IDs. The fragmented privacy and ID ecosystem needs a versatile, flexible, and scalable solution that can adapt to any browser on any device. Adform believes in an open, ad-funded internet where consumers have more control over their data outside of walled gardens, allowing marketers to gather valuable insights and deliver impactful campaigns. ID Fusion enables both sides of this equation, supporting privacy guidelines and market requirements simultaneously for CMOs.”

To discover how ID Fusion can future-proof your campaigns and add enhanced performance, or if you have any questions at all, please reach out to your local Adformer.