As the advertising industry moves beyond third-party cookies, the challenge of identifying and activating audiences at scale has become more complex. ID Fusion, Adform’s award-winning identity technology, addresses this shift by unifying cookie-based and cookieless signals into a single, persistent user view solving a challenge many DSPs still struggle to overcome.
The result is greater reach, smarter targeting, and resilient performance across web, app, CTV, and emerging channels, all within a privacy-first framework. Rather than forcing advertisers to choose between cookies or cookie-less environments, ID Fusion intelligently leverages both, enabling brands to maximize addressable inventory and deliver measurable results at scale.
Why ID Fusion Matters
At its core, ID Fusion enables a true omnichannel identity, connecting cookies, mobile Ad Ids, first-party identifiers, hashed emails, device IDs and contextual signals through first-party data into a unified view of the user across environments. This holistic approach allows advertisers to maintain continuity across fragmented user journeys something traditional, cookie-reliant DSPs struggle to achieve.
As third-party cookies continue to disappear, ID Fusion provides resilience in cookie-less environments, maintaining addressability and performance without over-reliance on a single identifier. By blending cookie and cookie-less signals, advertisers unlock expanded reach and scale, particularly across Safari, Firefox, iOS, and CTV environments where cookie-only strategies consistently fall short.
A unified identity also enables smarter targeting and personalization, driven by richer cross-device insights. Campaigns become more relevant, frequency can be managed more effectively, and ad fatigue is reduced, delivering a better user experience while increasing media efficiency.
From a measurement standpoint, ID Fusion delivers stronger attribution and clearer performance insights, even in environments where cookies are unavailable. Built on consented, anonymized identifiers, the solution is privacy-first by design, aligned with global privacy regulations and built for long-term sustainability. Together, improved reach, reduced waste, and better optimization translate into higher return on ad spend.
Use Case: Unlocking Incremental Reach for a Multi-Country Airline Brand
As cookies decline, many advertisers are experiencing a steady loss in reach, particularly across Safari, iOS, and CTV environments. In a recent multi-market airline campaign, this challenge was approached as an opportunity rather than a limitation.
Instead of relying on a single identifier, a unified identity strategy was activated using ID Fusion, combining cookie-based and cookie-less signals, alongside first-party data and contextual intelligence. This enabled consistent user recognition across browsers, devices, and channels in a privacy-safe manner.
The results were clear and measurable.
By activating cookie-less environments, the campaign unlocked 38% incremental reach that traditional cookie-only strategies could not deliver. Improved cross-device visibility led to 31% more attributed conversions, while stronger identity recognition enabled better frequency control, reducing overexposure by 27%.
Efficiency improved at the same time. Reduced waste and stronger targeting accuracy delivered a 22% lower cost per booking and a 23% higher conversion rate, achieved without increasing media investment.
Most importantly, performance no longer depended on cookies alone. By unifying identity across signals and markets, the campaign delivered scalable, privacy-compliant results, proving that strong performance remains achievable in a cookie-less world.
Conclusion
The takeaway is clear: as cookies fade, incremental reach, better performance, and higher ROI are still possible but only when identity is unified and strategy evolves beyond cookies. ID Fusion provides advertisers with a future-ready identity solution designed for today’s privacy-first, omnichannel landscape.
