"When Google announced that they would delay the deprecation of third-party cookies, the news wasn’t unexpected. However, while we expected an additional buffer of three to six months, an extension of one and a half years has surprised most, including ourselves.

This is welcome news for large parts of the industry, including publishers, intermediaries, and advertisers, many of whom were not fully ready for the original deadline of 2022. Nevertheless, the benefits for consumers and quality content publishers that come from a cookieless world should not be disregarded. As scrutiny of our industry increases, particularly from European regulators, Adform will continue to push for adoption of “the first-party world,” in which advertising is primarily fueled by first-party IDs and data from those publishers and advertisers with whom consumers have a direct relationship and trust. Crucially, first-party IDs are the best way to safeguard the data and audiences of premium publishers and break with the unfair models that have come with third-party cookies.

It is also worth remembering that cookies and mobile identifiers have already disappeared for close to half of all impression opportunities, making first-party adoption necessary for performance and addressability in those instances." - Jakob Bak, co-founder, Adform

First-party IDs are scaling globally, with European markets leading the way. Publishers have answered the call and are prepared for the deprecation of the third-party cookie. Adform is urging CMOs to now play their part in creating a future-proof supply chain.

We are introducing our identity solution - Adform ID Fusion - as an integral part of Adform FLOW. Our first-party solution harnesses our full stack capabilities to enable you to work with a variety of different IDs.

Naturally, any solution without adoption and critical mass is worthless. Similarly, many of the ID solutions currently being promoted haven’t actually been tested or are still prototypes that have yet to see the light of day. This is not the case with first-party cookie-based solutions. To help support the broader understanding of their adoption, and deliver on our focus on providing effortless modern marketing advertisers and agencies can rely on - we’ve done an analysis looking at how many existing publishers are currently sending us first-party IDs.