Customizeglobal programmatic platform, announced campaign results audited by PwC which increased unique impressions by 275% in Safari and Firefox (compared to Chrome and other browsers that still use third-party cookies), showing huge potential for identity solutions Utiq. Utiq is a new Digital Authentication and Approval Service in Europe with a focus on privacy and has been co-tested with independent advertising agencies pilot, achieve better control of addressing and impact frequency in a fraud-free environment through DSP Adform and, in particular, a cookie-free product: ID Fusion.

This campaign activated in Germany demonstrates that the partnership between Utiq and Adform will have a positive impact on campaign performance. The result is:

• 25% increase in impact frequency compared to other identification solutions.
• Nearly 4 times more unique impressions in Safari and Firefox than browsers that include third-party cookies (eg, Chrome).
• 100% traffic has 0% fraud rate.

Utiq, launched on June 1, is a joint venture founded by four of Europe’s largest telecom operators; Deutsche Telekom, Orange, Telefónica and Vodafone, with the aim of providing digital advertising platforms as an alternative to third-party cookies. ID Merge from Adform, the award-winning first-party identification solution that started in March 2020, is Adform’s DSP functionality through which, and exclusively, campaigns can be activated on Utiq.

This new report from PwC continues the long relationship between Adform and PwC aimed at validating and analyzing the performance of digital campaigns with full transparency. PwC previously validated ID Fusion products And Revised FLOW adformdemonstrates Adform’s commitment to transparency and efficiency in the advertising supply chain.

Jochen Schlosser, CTO at Adform, commented: “As the exclusive DSP for Utiq at launch, we were pleased to see the successful results of the initial campaign. We’ve been part of Utiq’s vision from the start, which aligns with our focus on ID solutions at scale to elevate programmatically to a cookie-free world. Our partnership with PwC shows that Utiq and ID Fusion have a very promising future in the post-cookie world. At Adform, we are proud to be a part of it.”

William Harmer, Product Director at Utiq, added: “We are a European company improving telecommunications through our partners, which is usually very difficult. It’s important for us to focus on connectivity, security and privacy as priorities to build solutions that address the challenges of the future of advertising. These results are just the start of what we can look forward to, to make advertising better for everyone.”

Sam Tomlinson, UK Media & Entertainment Lead at PwC UK, said: “While this is an early-stage pilot programme, the test results so far show that Utiq ID is effective in accurately identifying and targeting target audiences in a world without third-party cookies. Our test results also show that these audiences are fraud free. This combination will be invaluable after the death of third-party cookies in Chrome and other browsers.”

Oliver Dragic, Pilot Executive Manager comments: “It won’t be long before third-party cookies will be removed from Chrome. Using Adform’s DSP and ID Fusion pairing with Utiq, we’ve tested an innovative new approach for this no-cookie era and the results speak for themselves. We are impressed with what we have achieved so far and look forward to continuing our partnership to achieve even better results.”

To download the full report, visit: PwC report shows promising results for Adform’s first campaign with Utiq.

About Adforms

Customize is the only fully integrated, independent, global advertising platform built for modern marketing. Its unique business technology -Adform FLOW- leverages a superior user experience and a scalable, modular and open architecture, to enable seamless management of the entire campaign lifecycle. This gives clients greater control and transparency over their advertising operations, including ownership of all of their campaign data. Since 2002, Adform has been developing technology to enhance human-machine collaboration and deliver additional intelligence, thereby powering business outcomes for its clients around the world.