AdFixus Platform

With the restrictions on third-party cookies implemented by leading browsers (e.g. Safari & Firefox), brands have lost sight of what is and is not working. Businesses are commonly seeing ~49% of their site traffic from Safari & Firefox and this traffic data is not appearing in marketing reports. Though most domains are bloated with tagging solutions to try and track and report on these campaigns, they are typically implemented using third-party cookies making reports incomplete and ineffective.

AdFixus Platform provides patented technology that deploys a persistent first-party cookie that is not restricted by browsers and allows our partners to track, analyse and activate all of their traffic. This is particularly important for measuring the effectiveness of marketing campaigns, optimising campaigns, attribution modelling and media mix modelling initiatives.

Historically, this has not been possible. Traditionally, analytics solutions deploy and continue to deploy new first-party cookies every time a consumer lands on a new domain. There has not been a way to synchronise these cookies together – until now.

AdFixus’ patented technology deploys a persistent first-party cookie that synchronises anonymous consumers into a single identity.

Security threats are increasing each day. AdFixus’ double encryption methodology helps combat this, by only storing and using anonymous identifiers. Using anonymous identifiers and private keys to activate audiences or match data with partners, significantly decreases data security and privacy risks associated with the capture and sharing of information.

This was previously undertaken via third-party cookies. As browsers have restricted third-party cookies, brands have lost sight of this traffic and our partners have seen only ~49% of traffic, materially degrading visibility.
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AdFixus’ patented technology deploys a persistent first-party cookie that is not restricted by browsers, allowing our partners to track, analyse and activate all of their traffic.

Unfortunately not – that is how fingerprinting solutions are implemented. See our integrations page for a list of common deployment methods.

Leading brands have been investing into Customer Data Platforms (CDPs). The CDP allows them to bring together disparate data to provide a deeper customer profile that can be used to identify purchasing patterns, call out potential advocates and supercharge loyalty programs.  

The reliance on authentication and barriers limiting targeting across owned domains, has a severely limited reach. Businesses are continuing to see low authentication rates when compared to total traffic, and the dependence on authentication, leaves them with an incomplete and inaccurate view of traffic across their domains.

By combining AdFixus Platform with leading CDPs, businesses have been able to extend their reach, increasing audience uplift into their ad management solutions, for example Carsales saw a 300% uplift in total addressable ad impressions. Read the Carsales case study.

No, device fingerprinting is a way to combine certain attributes of a device — like what operating system it is on, the type and version of web browser being used, the browser’s language setting and the device’s IP address — to identify it as a unique device. It’s an imperfect method of identification.

Unlike the cookie, which is effectively a tracking monitor placed on an individual device, device fingerprinting relies on the probability that a device recognized as having certain attributes on one day is the same device seen with those same attributes on another day.​

The AdFixus Platform leverages cookies and does not combine attributes to create a fingerprint, we are 100% deterministic not probabilistic.​

Yes, our clients today are seeing a 50% reduction in visibility of their traffic. Google are sticking to their timeline of phasing out 3rd party cookies from Jan 2024. ​

In Australia and other countries we are seeing a loss of 50% of the data you can collect. ​Acting now and gaining consent before the law is passed ensures you are not left flat-footed.

Yes, but only for known audiences. CDPs typically collect and activate only authenticated visitors. Some capture anonymous visitors using a tag, but this solution provides an incomplete view. To resolve this, AdFixus Identify generates an identifier that can be loaded directly into all major CDPs, capturing all visitors across all their domains.

We have found that even the largest enterprises have struggled with this. Our patented solution, Anonymous Federated Identity (AFxID), solves this challenge for our customers, elegantly and completely, preventing them from having to acquire specialised skills, and undertake costly R&D activities.

We have not found anyone who provides the same level of connectivity, privacy and security that we do. All other businesses do not pass over the keys to the identity, and the majority commercialise / monetise their customers' data.

Whilst there is value in testing solutions such as the Google Privacy Sandbox APIs it is important to not rely solely upon these and instead to adopt a comprehensive approach.
Organisations should seek to employ solutions that are future-proofed against ongoing privacy changes, supported across all browsers, and can be fully owned and activated by themselves.