Jakob Bak, co-founder of Adform, explains why this is a crucial milestone: “With very high usage of Safari and Mozilla in markets like the Nordics and Germany, the result is that we are now close to buying the same number of impressions based on First -party IDs that are in third-party cookies. We expect first-party IDs to outperform third-party cookies this year.
That said, adoption rates between countries vary significantly, and while publishers have already shown that they are prepared, now we need buy-side to accelerate adoption, so we’re asking CMOs to lead the initiative. Following the rapid adoption of first-party IDs by publishers, the time has come for brands to start exploiting traffic from Safari and Mozilla, while also learning how to use publishers’ first-party IDs in third party data locations. It is not a simple change and it cannot be done at the last moment .
Digging Deeper Into the Data
Most of the publishers that have started sharing First-party IDs with Adform do not do so for 100% of their traffic, and while European publishers Indonesia WhatsApp Number List have shown success, there are differences between regions. For example, while more than 70% of large US publishers are passing First-party IDs, the overall volume of IDs is still less than 20% due to the fact that in most cases it is a small part of their traffic. , mainly for authenticated users.
Bak comments on the results. “First, there is the origin of First-party IDs: in some cases, publishers only share IDs based on logins. For example, we see that in the US, login-based IDs are the most common type of First-party IDs. While in Europe, most are based on first-party cookies, and these reach much higher volume percentages, even reaching 100% of the traffic of some publishers.
Secondly, there are technical factors that hold us back. Not all SSPs are able to bidstream First-party IDs to Adform and other platforms.In fact, two of the major SSPs, Google SSP and Xandr, don’t. Fortunately, nine out of ten publishers use multiple SSPs, so while it’s not a big deal, it does cause the market swings we’re seeing, and this keeps the overall percentage low due to publishers not enabling 1st party IDs. across all of its associated SSPs .”
While the Latest Results from Adform
There will be a significantly higher proportion of first-party IDs than third-party cookies. There is an urgent need for CMOs to help accelerate this change. Which is support by leading global agencies. .
David Kaganovsky, Global Chief Technology Officer at Wavemaker, comments. “It’s very encouraging to learn that publishers around the world are leading the way in eliminating third-party cookies. And we’re seeing real progress with first-party cookie approvals.” party IDs. Adform is showing leadership and has seen fantastic results from pioneering publishers. The Adform platform has paved the way to a world of Firstparty IDs .”
Miles Pritchard, Managing Partner – OMD EMEA, echoes this view. “ This is exactly what the industry needs to hear: that publishers are successfully passing on First party IDs. Adform is ahead and has been working for years to create a future-proof solution. That doesn’t rely on third-party cookies, and now it has the results that prove it works.”