Prominent platform for open online search intelligence Captify, and Adform, the worldwide programmatic platform has unveiled a collaboration. The partnership’s objective is to offer privacy-first, audience-based purchasing for the programmatic landscape.
First Contextual Activation solution
The cooperation will offer the market’s first complete contextual activation solution. Furthermore, it will do away with the need for cookie identifiers, enabling greater scale across inventory channels which demand-side platforms (DSP) usually deprioritize. The absence of cookies, for instance, among Safari users is mostly to blame.
Buyers can now launch Captify’s contextual audiences through tailored offerings across the major SSPs using Adform’s identity-free, privacy-by-design DSP. Captify’s international reach will assist in serving Adform’s customers in the US, UK, EMEA, and Australia. Moreover, custom deal ID libraries will further aid in satisfying their marketers’ needs.
Here’s what they said
Matthew Papa, SVP of business and corporate development, at Captify said,
As we approach closing the final chapter of third-party cookies, the ecosystem has a tangible need for privacy-first, audience-based programmatic buying capabilities. This partnership with Adform addresses that need by enabling us to scale our contextual offering, which combines consumer intent from search data – a scarcity in a cookieless world – with contextual signals. Now advertisers globally can confidently activate our audiences across more inventory without worrying about privacy.
Vicky Foster, VP, of global commercial partnerships at Adform commented,
In a fragmented media landscape focused on personalization and performance, the ability to reach and engage consumers while prioritizing privacy has become a consistent challenge for marketers. As the eventual sunset of third-party cookies looms, our partnership with Captify makes it easier for marketers across the globe to drive revenue with personalised and engaging programmatic campaigns with privacy top of mind.
Adform announced this week that advertisers can now use the first-party ID on their platform in the absence of third-party cookies. The demise of third-party cookies has been a cause of concern for all advertisers and publishers on some browsers and are looking to future-proof their offerings and tech stacks. And Adform’s success in switching to first-party data is a major breakthrough for the industry. Now, agencies can share first-party data and IDs with Adform to personalize advertising, target specific audiences, and report results – all without the use of any third-party cookies.
A joint collaboration between Adform, the European publishing group Sanoma, marketing agency Dagmar, and global group IPG MediaBrands is leading the way forward for the digital advertising industry and leveling the playing field with the walled gardens. The collaboration not only prepared for the future cookie change but also improve the functionality of advertising buying for Safari and Firefox browsers. The change in first-party data allows programmatic targeting and helps to direct advertising money into publishers’ properties who are eager to secure their ad revenue.
Adform states that without the need for hundreds of third-party cookies, compliance with regulations such as GDPR and CCPA will be easier. First-party data and IDs is beneficial to brands as they live longer than third-party cookies. With first-party IDs from publishers and advertisers, impressions and data are completely traceable increasing transparency that helps to deal with issues like discrepancies, accountability, hidden fees, arbitrage, and ad fraud and reducing the risk of data leakage.
Adform has a complete digital infrastructure and is uniquely placed to switch to first-party data with its integrated advertising platform(IAS). Jakob Bak, CTO, Adform said,
“We have proved that it is possible to switch from third-party cookies to first-party IDs and, as such, have provided a leap into the future of digital marketing. The industry is on an inevitable road to life without third-party cookies and ongoing success for the open ecosystem will depend on collaboration. So far, publisher announcements around first-party data have represented positive yet individual approaches, now it’s clear that working together presents a more powerful way to ensure profitability for independent publishers. In fact, the evidence of how impactful shared first-party IDs can be has already led to many agencies and sales houses to express interest in moving spend away from media giants.”
Jaakko Kuivalainen, Director, Digital Advertising Business, at Sanoma also commented,
“Finland is an established hotbed for innovation, but there is a huge opportunity for wider global progression. This venture is a great example of what can be achieved when publishers and technology companies come together. Working as one, we can be consistently at the forefront of industry development; and effectively preparing for the coming demise of third-party cookies with first-party centric digital advertising.”