Audience360, a provider of branded audiences in Australia, has partnered with Adform, a global advertising technology company, to make cookieless audiences available via Adform’s platform.
Following a series of successful proof-of-concept phases in 2022, Audience360 and Adform completed their onboarding process earlier this year.
The partnership with Adform further empowers Audience360’s clients to seamlessly access branded data across a network of publisher partners through various buying models for advertisers and agencies.
Audience360's strategic collaboration with ID5, their initial ID partner, allows them to roll out a comprehensive cookieless identity solution. By adopting Adform's agnostic approach to alternative IDs, Audience360 gains the ability to work with a range of identity solutions that align with their requirements and adapt to evolving addressability landscapes.
Adform's strength in resolving multi-ID environments provides Audience360 with the flexibility and security needed to thrive in the future.
Through Adform's comprehensive full-stack solution, Audience360 can collect, segment, and activate cookieless audiences within a single user-friendly interface. This integration has resulted in a 100% audience match rate across the platform, along with real-time audience activation capabilities.
Amy Jansen-Flynn, country manager AUNZ at Adform, said he is thrilled to collaborate with Audience360 on this groundbreaking partnership.
"Throughout the past year, it has been evident that Audience360's commitment to their partners and customers is the driving force behind their decision-making process," he said.
"Adform is proud to support Audience360 in delivering a market-leading cookieless audience solution, enabling advertisers to access high-quality branded data in cookieless environments today. We look forward to further growing this partnership and supporting Audience360 in their continuous innovation as the market evolves."
Shruneek Prasad, head of product at Audience360, said Adform is an incredibly valuable partner to help deliver its cookieless audience solution for its clients.
"We need a full stack platform, based on privacy first principles which is where Adform delivers, based on their strong presence in GDPR-regulated countries," said Prasad.
"Adform is one of the leaders in managing third-party cookie deprecation, providing tools and capabilities that allow us to continue our high level of campaign performance for our clients, even without cookies. Our clients are already seeing the benefits of reaching incremental audiences across cookieless browsers and the partnership ensures that both our business and our clients are ready for a cookieless future.”
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