Adform unites the identity ecosystem with ID Fusion


Despite Google’s delay to the deprecation of third-party cookies, the shift towards first-party IDs was inevitable. This, however, would bring new challenges for marketers in an already complex ecosystem.

Firstly, although the rising crop of first-party IDs was bringing more choice, it also created a growing fragmentation headache for advertisers. Instead of spending time improving campaigns, many were locked in discussions about which one to use and weighing up regional limitations, putting them at risk of falling behind. Second was the technology demand and supply gap. As consented data became a greater priority, advertisers needed tools that used scalable solutions, such as first-party IDs. Tech, however, was not meeting this need: analysis of 1,000 low-level features across DSP, DMP and DCO tools showed 60% of daily functions were still third-party cookie dependent. Adform understood the answer to these problems would not be creating yet another ID. Marketers overwhelmed by the choice of over 30 different first-party IDs were already trying to reduce complexity by relying on just a few leading players, subsequently limiting their options and reach. To keep the ecosystem open, fair and flexible, it saw the need for simplification of the entire ID landscape — simplicity it would provide by enabling advertising brands to use any ID in a hassle-free and privacy-safe way, through Adform’s ID Fusion.