Background: The Chrome browser represents 60-70% of browser usage globally. When Google announced the dep- recation of third-party cookies, Advertisers faced the risk of experiencing serious disruption with their campaigns, as well as the loss of key features such frequency capping and optimization. How Adform Was The Solution: Adform’s solution is the market’s first based solely on first-party IDs developed as a guaranteed safe- guard against the deprecation of third-party cookies. In order to test the benefit of first-party IDs, and see how they compared to third-party cookies, Vodafone CZ and CPEx decided to run two identical campaigns, with one running on Chrome using third-party cookies, and one harnessing first-party IDs on Safari and Firefox – two browsers that have long since

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