ID Fusion

With third-party cookies due to be discontinued in 2024, many publishers are adopting first-party IDs as an alternative, which has created a “jungle” of ID solutions. To bring order to this increasingly fragmented identity landscape, Adform has built ID Fusion, a channel-agnostic solution that combines publishers’ first-party IDs with advertisers’ customer data to make sense of online identities.

Adform’s ID Fusion solution uses first-party IDs instead of third-party cookies for common use-cases such as frequency capping, audience targeting, and reporting. ID Fusion has demonstrated its capability in real-life campaigns, helping marketers unlock value at scale.

Clients have seen remarkable results. Adform commissioned PwC to test ID Fusion, and the results revealed that first-party IDs dramatically outperformed third-party cookies, leading to outstanding increases of 669% in reach and 161% uplift in performance.

Contact: Philip Acton, Country Manager UK