1st-Party Data

Αdform Launches the World’s First Retargeting Campaign Based on First-Party Data

Once upon a time, digital advertisers started using third-party cookies to offer us more targeted ads. We, as website visitors, got targeted ads depending on our online journey. One day, some of us demanded more privacy and transparency on the internet and more control over the data that advertisers received.

So, how is the story going on?

To meet users’ demands, Safari and Firefox browsers blocked 3rd-party cookies in 2017 and 2019, respectively. Google Chrome, as a huge giant, decided to do this by 2022.

But how this affects the digital advertising world, and what are the results of the death of third-party cookies?

In Cyprus, 65% of traffic comes from Google and 10-15% from Safari and Firefox. So, almost 80% of the digital advertising traffic will be affected.

And here comes the mentor! To save the online marketing world, Adform, our technological partner, presented its latest advertising solution.

The 1st-Party IDs are the only way forward!

2022: A new era for the advertising landscape begins. For more than 20 years, Adform has helped its customers improve their marketing. With the magic wand, the wise mentor managed to invent a new way to continue supporting them.

What is this gift? Adform has created the first campaign based only on first-party IDs. The campaign has been tested in collaboration with Dentsu and IPG agency, Matterkind.

The results of the first-party data solution are truly encouraging! First-party data campaigns allow advertisers to continue with personalized, one-to-one marketing, even after third-party cookies are phased out. Also, they give publishers, advertisers, and consumers more control and transparency.

The end of the story is still not written. The future is yet promising. The ban of third-party cookies opens doors to new opportunities “to clean up and make things better”.

In 2022, the removal of third-party cookies will be a problem for many advertisers but not for our clients.

PS New Deal, in collaboration with Adform, makes it possible for its clients to use first-party data for their campaigns. The result? Personalized campaigns without experiencing the fear of missing out.

If you want to learn more about the new era of online advertising and digital campaigns based on first-party IDs, feel free to contact us on 22 010018 or send us an email at [email protected].


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