Adform appeals to all CMOs, encouraging faster adoption of 1st party IDs. Publishers in their results prove their willingness to operate in a world without 3rd Party cookies

As the only global, independent and fully integrated shopping platform for the modern marketer, Adform has published the latest data confirming that the majority of publishers in key European markets transfer First party identifiers to the open advertising system.

● Denmark: 100%
● United Kingdom: 93%
● Spain: 90%
● France: 87%
● Germany: 83%
● Italy: 81%
● Netherlands: 73%
● Norway: 72%
● Sweden: 72%
● Poland: 66%

* Percentage of domains passing 1st party ID with generating 80% of ad spending in Adform.

Jakob Bak, co-founder of Adform, explains the importance of this milestone:
“With the high share of Safari and Mozilla browsers in Germany and the Nordic countries, we note, as a result of our actions, a similar number of purchased hits based on the 1st party and 3rd party identifiers. We expect that purchases based on 1st party IDs by the end of this year will exceed the number of hits bought based on 3rd party cookies. However, it is worth noting that the level of adoption varies between countries. Publishers are showing that they are ready, so now we are asking the shopping site and all CMOs to take the lead in the changes on their side. With the scale of supply available to publishers, this is the best time for brands to take advantage of the free access to high-value a users present in Safari and Mozilla. At the same time, brands will gain important insights into how to use 1st party ID instead of 3rd party date. This is not a quick and easy change that can wait until the last minute.”

Looking deeper into the data, Adform sees that many publishers who have decided to hand over 1st party IDs are not using 100% of their traffic. European publishers can speak of success, while other regions show varying levels of adoption. For example, when about 68% of large U.S. publishers add 1st party IDs to traffic, the total number of these IDs remains below 20%. This is due to the addition of IDs to a smaller part of your traffic, including mainly coming from logged-in users.

Bak comments on these results: “First, the source and type of 1st party identifiers is important-in many cases publishers only share login-based identifiers. For example, in the United States, login-based IDs are the most popular type of 1st party ID. in Europe, most of them are based on 1st party cookies. These, on the other hand, can be scaled much more-up to 100% of publisher traffic. Secondly, some technical limitations are becoming more apparent. Not all SSP supply platforms fully support the transfer of 1st party ID to a broad advertising system, including Adform and other independent platforms. These are the main players, both Google and xandr. Fortunately, nine out of ten publishers use several different systems. This fact, despite everything, introduces the effect of additional differentiation. In other markets, the percentage may be lower because publishers do not mark all SSP Traffic partner sources with this type of ID.”

The latest Adform results strongly suggest that by 2022, the supply of 1st party IDs will far exceed the volume of 3rd party IDs planned to be phased out. nevertheless, the assistance and commitment of all CMOs, led by leading global media houses, is absolutely key to accelerating the pace of these changes.

David Kaganovsky, Global Chief Technology Officer at Wavemaker, in his comment states: “it is encouraging that on a global level publishers are rushing towards solutions. It is good to see that Europe is leading the way in the transition to being ready for the withdrawal of the 3rd party ID and showing real progress in the transfer of the 1st party is impressive. It is nice to see Adform as a leader in the process and the encouraging results of publishers that flow from the effect of being present in the first wave of change.”

Miles Pritchard, Managing Partner at OMD EMEA, has a similar feeling: “this is exactly what the industry needs-to hear that publishers successfully pass the 1st party ID.Adform is the forerunner and ahead of the industry in this regard. In addition, he worked for years on a solution that takes into account future changes, and now he shows results that justify the fact that this solution works.”

About Adform

Adform is the only global, independent and fully integrated advertising platform built for modern marketing. The unique enterprise technology – Adform flow – has the highest quality UX and scalable modular open architecture for seamless management of the entire digital campaign cycle. It also ensures increased control and transparency of digital activities, while maintaining the customer’s right to full ownership of campaign data. Since 2002, Adform has been developing technology to support human-machine collaboration, thus providing so-called enhanced intelligence that enhances the business performance of customers around the world.

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