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.