Are The New Identity Solutions Working? Let’s Talk Numbers

On 15 April, EACA participated in the webinar organised by IAB Europe “Are The New Identity Solutions Working? Let’s Talk Numbers”. This webinar is part of a series of meetings aimed at explaining the challenges and perspectives of using first-party cookies. This edition looked at the trend of these solutions based on the example of first-party IDs by Adform, a global advertising technology company for digital media.

Adform reported positive results in terms of increases in revenues and click-through volumes for publishers and click-through rate (CTR) and delivery of cost-per-click (CPC) for advertisers.

This could be one answer to how digital advertising will work after Google removes third-party cookies and what could be an alternative to login-based media platforms such as Facebook.

Google will start phasing out cookies by 2022.