By Luís Daniel Rijo in Data News — Feb 6, 2022

Adform’s ID Fusion campaigns register 120% increased net reach

Adform this week announced campaigns running on ID Fusion had over 120% increased net reach, 60% reduction in media wastage, and over 3 times an increase in the average conversion rate.

Adform says the average improvement when utilising first-party IDs is at least a twofold increase in click-through rates and a twofold increase in conversion rates on media bought within Safari and Firefox.

According to Adform, campaigns based on ID Fusion access the 50% of users hidden on devices, browsers, and channels that do not support third-party cookies.

ID Fusion bridges first and third-party IDs across all browsers and devices. Adform says ID Fusion enables data-driven targeting, optimization and measurement in environments like Firefox and Safari, where third-party cookies are no longer supported.

“We are at a tipping point within the industry. In response to Chrome’s decision to deprecate third-party cookies, a landslide of new identifiers have emerged. This poses a dramatic challenge for marketers who are still dependent on legacy systems built for third-party IDs,” said Oliver Whitten, Chief Operating Officer at Adform.

The average improvement when utilising first-party IDs is at least a twofold increase in click-through rates and a twofold increase in conversion rates on media bought within Safari and Firefox.

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