LATEST NEWS: Adform's Thoughts on Google's Delay of the End of Third-Party Cookies

"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

Adform Calls on CMOs to Ramp up Adoption of First-Party IDs

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.


Publishers Are Ready, CMOs Are Not?

Market First-Party ID Adoption Data
Adform has published data showing how an overwhelming majority of publishers in key European markets are now passing first-party IDs in the bidstream. Learn how publishers are leading the way for the global shift in ID management, and why the ecosystem is ready for CMOs to take action.

Tips for CMOs to prepare for the First-Party world
Are You One of the 78% of Brands Unprepared for the Death of 3rd-Party Cookies? Download our handout to find out what you can do next.



The World's First Retargeting Campaign Based on First-Party IDs

In collaboration with Dentsu and Matterkind, we unveil our latest ‘proof-of-concept’ campaign on the retargeting solution of the future, ensuring advertisers can continue with personalized marketing, even after third-party cookies are phased out.


Monthly Update: How Quickly Are First-Party IDs Scaling?

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.

The Monthly First-Party ID Adoption Update


Learn About the Future of Programmatic Without Third-Party Cookies

In this 20-minute Q&A, from January 2021, Adform’s CTO, Jochen Schlosser interviews Sam Tomlinson, Partner at PwC, to discuss how the ad tech industry is evolving as the world gets used to a future without third-party cookies.


Live Publisher Stories:


A joint collaboration between Adform, the European publishing group Sanoma, marketing agency Dagmar, and global group IPG MediaBrands, is demonstrating how the advertising eco-system is moving ahead and leveling the playing field with walled gardens.


Ekstra Bladet are the first media in Denmark to implement Adform’s new first-party solution. The first-party data collated via Ekstra Bladet's own ID will be made available for use in transactions run on Adform’s platform.


Adform has collaborated with, Grupa Żywiec, Yieldbird and Starcom on a proof of concept for Adform’s first-party ID solution in the Polish market to deliver an answer to the continuing deprecation of third-party cookies via Adform FLOW.


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