Advertisers and publishers are continuing to work towards a
Posted: Tue Jan 07, 2025 5:22 am
As publishers move to make first -party IDs a replacement for third-party cookies , Adform has launched the FIRST-PARTY NOW program to help advertisers become less reliant on cookies. In several markets, including the UK, Germany, Norway and Denmark , advertisers have not only gained valuable insights into the use of first-party IDs , but have seen improved results in cookie-free environments such as Safari.
cookie-free future for the industry, despite Google Chrome’s decision to delay the removal of third-party cookies , according to recent figures from Adform, the only independent global ad management platform for the entire digital campaign lifecycle. In Denmark, a test market for many advertisers and agencies arou iran number data nd the world, an important milestone was reached in June and July this year when for the first time, digital media spend on impressions based on first-party IDs outpaced impressions based on third-party cookies .
Participants in the programme include Vodafone UK , Vodafone Germany , American Express Nordics , Coop , Telenor Nordics and Mercedes Norway . The tests are helping marketing directors, who are under increasing pressure to future-proof their teams and protect the value of the digital ecosystem.
One of the key drivers behind the programme is Adform co-founder Jakob Bak who explains: “The truth is that many global brands are not doing enough to prepare for life without third-party cookies . Publishers have proven they are ready, now we need to get brands on board too, which is why it is so important to launch these pioneering tests. We are delighted to have the participation of leading publishers and brands from around the world.”
Recent data from Adform shows that the adoption of fist-party IDs is growing in major European markets, with the majority of publishers already sharing IDs in the bidstream. In Spain the share already reaches 90%. With cookie-free campaigns already running on FIRST-PARTY NOW , Adform has proven that a future without third-party cookies is possible and continues to encourage the buyside to drive the adoption of first-party IDs. In many markets, cookie-free browsers already account for almost 50% of traffic. Therefore, it is clear that the change will have a significant impact on publisher revenues and campaign performance.
cookie-free future for the industry, despite Google Chrome’s decision to delay the removal of third-party cookies , according to recent figures from Adform, the only independent global ad management platform for the entire digital campaign lifecycle. In Denmark, a test market for many advertisers and agencies arou iran number data nd the world, an important milestone was reached in June and July this year when for the first time, digital media spend on impressions based on first-party IDs outpaced impressions based on third-party cookies .
Participants in the programme include Vodafone UK , Vodafone Germany , American Express Nordics , Coop , Telenor Nordics and Mercedes Norway . The tests are helping marketing directors, who are under increasing pressure to future-proof their teams and protect the value of the digital ecosystem.
One of the key drivers behind the programme is Adform co-founder Jakob Bak who explains: “The truth is that many global brands are not doing enough to prepare for life without third-party cookies . Publishers have proven they are ready, now we need to get brands on board too, which is why it is so important to launch these pioneering tests. We are delighted to have the participation of leading publishers and brands from around the world.”
Recent data from Adform shows that the adoption of fist-party IDs is growing in major European markets, with the majority of publishers already sharing IDs in the bidstream. In Spain the share already reaches 90%. With cookie-free campaigns already running on FIRST-PARTY NOW , Adform has proven that a future without third-party cookies is possible and continues to encourage the buyside to drive the adoption of first-party IDs. In many markets, cookie-free browsers already account for almost 50% of traffic. Therefore, it is clear that the change will have a significant impact on publisher revenues and campaign performance.