Identity 2021 virtual sessions: Adform’s Journey from 3rd to 1st-party IDs

  • Posted by Valbona Gjini
  • On Dec 21, 2020

‘Adform’s Journey from 3rd to 1st-party IDs’ was the second session of Identity 2021, the virtual event hosted by ID5 on December 3.

This session encompassed a conversation between ID5’s Morwenna Beales and Adform’s Lucia Mastromauro and Jakob Bak, where they discussed the process taken by the global advertising technology company, Adform, in rebuilding its platform to no longer rely on third-party cookies.

Some of the key takeaways from the session are:

  • As an industry, we are currently playing a balancing act with third-party cookies, yet Adform has stayed ahead of the curve by deconstructing their entire tech-stack and rebuilding it to create FLOW (a platform that reads any ID) so that third-party cookies are no longer at the forefront
  • Adform uses the ID5 ID for many things including frequency capping and audience targeting, and are excited by the level of transparency, compliance and privacy of using first-party IDs for the future
  • Adform sees identity as both a challenge and an opportunity. The challenge is ensuring that their tech is future proof, but they also know there is an opportunity in being one of the first to take action on identity, allowing them to comfortably test the waters and not fall into the clutches of a single big player

If you missed the session, you can watch it on-demand below.

Thank you once again to everyone who attended Identity 2021, we hope to see you here next year for Identity 2022.