Background: When Google Chrome announced the deprecation of third-party cookies (originally by 2022 but recently extended to 2024) advertisers faced the risk of serious disruption to their campaigns in the future, particularly as Chrome represented 60% – 70% of browser usage globally. In order to prepare, Czech lottery brand, Sazka, decided to run tests with the next generation of IDs to ensure their campaigns were future-proofed and could maintain the same standard of optimization and frequency capping that they had benefitted from in the past. The tests were carried out by the Adexpres agency in close cooperation with CPEx, a leading Czech publisher exchange. How Adform Was The Solution: Using the Adform platform, Sazka ran tests on first-party IDs with CPEx. Three IDs were selected

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