Case Studies

Gumtree Group and AdFixus have announced a partnership that will deliver a durable, deterministic first-party identifier to all of the Gumtree Group properties which include CarsGuide and Autotrader, to ensure addressability regardless of which browser is used.

7REDiQ isn’t just about getting sharper results across the Seven Network; it’s a planning and insights tool that can underpin entire marketing plans. Predictive audience data, a deeper partnership with Visa, and privacy-preserving partnerships with Karlsgate and AdFixus also keep brands ahead of the curve.

AdFixus reminded the audience that not all cookies are bad and will be switched off. First party cookies – those that a brand can run, operate and collect back into its own ecosystem – are fine. It’s only third party cookies, whose days are numbered.. this allows you to take more control of your users data as well.

Civic Data, AdFixus and Carsales created a 1PDsegmentation & Identity strategy that utilises advanced encryption algorithms to protect consumers, the Carsales business & their partners from data exposure risks.

carsales CAPI utilises secure match room technology powered by Adfixus, which guarantees data accuracy while safeguarding user privacy. This approach not only meets current industry standards but also positions carsales mediahouse as a leader in privacy-compliant, data-driven marketing.

AdFixus founder via Marko Markovic is one of the few private company executives to agree with proposition that re-identifying de-identified information should be a criminal offence. Most organisations avoid the question altogether, although individual submissions from the general public are overwhelmingly in favour.

At the heart of the model is a data ecosystem built around Adobe's Real Time CDP as well as the AdFixus identity solution that mitigates against the decline of third party cookies and the rise of more aggressive privacy regulations.

For the First-Party identifiers and cleanroom, carsales mediahouse chose AdFixus to solve the technology challenge. While there are ways of achieving similar outcomes with existing technology, a solution was needed that was flexible enough to futureproof mediahouse’s audience match service in the face of potential changes to consent regimes.

AdFixus as a first mover in that area. "The implementation was based around putting a script in the header. This solution actually sits behind the cookie drops. There's a cookie form and once you interact with that, the cookie drops

AdFixus sees across their clients that already, 50 per cent of the traffic is not coming from Chrome. No matter what Google pushes out at best it only solves 50 per cent of the problem. What this means is that brands are already measuring the wrong things and making the wrong decisions. For customers that care about a returning user, they are literally using metrics that are incorrect when you're looking at new versus returning users.

During this week’s D_Coded News Corp event, panellists from Journey Beyond, Omnicom, AdFixus and LiveRamp predicted chaos ahead but some emerging opportunities – including a 150 per cent lift in performance for Journey Beyond off its News Corp partnership – if consented first party data is harnessed right.

The Seven Network is partnering with AdFixus, an Australian identity platform, to provide addressable audiences across all of Seven’s digital properties including 7plus. AdFixus allows online businesses to personalise customer experiences and optimise advertising without compromising personal information.

In the past six weeks, deploying AdFixus has allowed us to gain insights on nearly 600,000 unique 7News.com.au browsers, with many coming from Safari, or social referrals which [previously] meant little to zero insight – simply put, a blind cookie we knew nothing about. Now we can drop them into cohorts."

Carsales CAPI (Conversion API- powered by AdFixus), the company now lays claim to being able to offer the best of two usually competing adtech worlds by marrying the first party certainties of a walled garden with the extensibility of the open web.