Adform leaves the competition behind with a new open internet solution, ID Fusion


Adform, the only global, independent and fully integrated advertising platform designed for modern marketing, has launched ID Fusion, an advanced engine designed to help marketers future-proof their campaigns in a first-party ID world.

The first of its kind to enable both first-party and third-party IDs, ID Fusion successfully accesses the hidden 50% of users on devices, browsers and channels that do not support third-party cookies.

Campaign results with Adform clients showed:

● +120% net range increase

● -60% reduction in media waste

● Tripling the average conversion rate

Following the launch of Adform FLOW in 2020, a platform that took three years to develop, ID Fusion links first-party and third-party identifiers across all browsers and devices in a privacy-centric way. The solution enables data-driven targeting, optimization and measurement in environments such as Firefox and Safari, where third-party cookies are no longer supported. While Google Subjects may only work for Chrome and Unified ID 2.0 limits usage to a particular ID, Adform’s ID Fusion fits all first-party ID solutions, providing increased trust to CMOs.

Oliver Whitten, Chief Operating Officer at Adform, comments: “We are at a turning point within the industry. In response to Chrome’s decision to deprecate third-party cookies, a host of new identifiers have sprung up. This poses a significant challenge for marketers who still rely on legacy systems designed for third-party credentials. »

Whitten continues, “The fragmented privacy and identity ecosystem needs a versatile, flexible and scalable solution that can adapt to any browser on any device. Adform believes in an open, ad-supported 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, simultaneously supporting privacy guidelines and market requirements for CMOs.

Danny Hopwood, SVP, Global Head of Digital Signage and Investment Solutions at OMG Global Investment, comments: “The future of first party has arrived and at Omnicom we pride ourselves on being at the forefront. of this transition. We believe ID Fusion allows us to reduce reliance on third-party cookies and prove that success in first-party ID-based campaigns can be achieved now – not in 2023, when Chrome’s deadline expires.

“Early results showed the benefit of increased success of ID Fusion on browsers that don’t support third-party IDs, such as Firefox and Safari, as we gained greater incrementality across all channels.”

ID Fusion gives marketers greater reach to millions of new users to dramatically increase return on ad spend. The average improvement when using proprietary credentials is at least a doubling of click-through rates and a doubling of conversion rates on purchased media in Safari and Firefox.

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