Adform partners with BritePool to help advertisers and publishers deal with the post-cookie world

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 06, 2020, 4:20 PM UTC

This partnership would transform the digital programmatic ad ecosystem globally and help solve uncertainties around third-party cookie elimination.

Ad management platform Adform has collaborated with global identity resolution company BritePool to create a DSP that enables brands to operate in a cookie-less world. This integration would let companies launch targeted campaigns without hampering consumer privacy.

With the partnership, Adform said it would offer accurate reach, true frequency capping and precise log-level metrics in programmatic advertising. It would provide marketers with persistent identify management across the customer journey, while also assuring brand safety, privacy and data management.

BritePool’s CEO David J. Moore said their system allows advertisers to target users of Safari and Firefox browsers, which block third-party cookies by default. Moore added Adform would now have access to “BritePool’s 150 million identities, many of whom are otherwise inaccessible through programmatic advertising.”

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