Domain graph with First Party Data
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 amount of impressions based on first-party IDs as on third-party cookies. We expect first-party IDs to overtake third-party cookies this year. That said, adoption rates across countries vary significantly, and while publishers have already shown they are ready , we now need the buy-side to accelerate adoption, so we’re asking CMOs to lead the charge. Following the rapid adoption of first-party IDs by publishers, the time has come for brands to start leveraging Safari and Mozilla traffic, while also learning how to use publisher first-party IDs instead of third-party data. This is not a simple shift and cannot be done at the last minute .”
who have started sharing first-party I bahrain number data Ds with Adform are not doing so for 100% of their traffic, and while European publishers have shown success, there are regional differences. For example, while over 70% of large US publishers are passing first-party IDs, the overall ID volume is still less than 20% due to the fact that in most cases this is a small portion of their traffic, primarily for authenticated users.
Bak comments on the results: “First, there is the origin of first-party IDs: in some cases, publishers only share login-based IDs. For example, we see that in the US, login-based IDs are the most common type of first-party IDs. Whereas in Europe, the majority is based on first-party cookies, and these reach much higher volume percentages, even reaching 100% of some publishers’ traffic. Second, there are technical factors holding us back. Not all SSPs can transmit first-party IDs via bidstream to Adform and other platforms. In fact, two of the major SSPs, Google SSP and Xandr, do not. Fortunately, nine out of ten publishers use multiple SSPs, so while this is not a huge problem, it does cause the market swings we are seeing, and this keeps the overall percentage low due to publishers not enabling first-party IDs across all their partner SSPs .”
While Adform’s latest results clearly indicate that by 2022 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 shift, which is supported by leading global agencies.
David Kaganovsky, Global CTO at Wavemaker, comments: “It’s very encouraging to see that publishers around the world are leading the way in phasing out third-party cookies and we’re seeing real progress with the adoption of First-party IDs. Adform is demonstrating leadership and has seen fantastic results from early adopters. Adform’s platform has paved the way to a world of First-party IDs .”
Miles Pritchard, Managing Partner – OMD EMEA, echoes this sentiment: “ This is exactly what the industry needs to hear – that publishers are successfully moving away from first-party IDs . Adform has been ahead of the curve and has been working for years to create a future-proof solution that doesn’t rely on third-party cookies, and now they have the results to prove it works.”