AdFixus FAQs

AdFixus is a deterministic, first‑party, double‑encrypted and shareable IDs you own fully: no emails, no fingerprinting, no rented graph.

As the industry moves away from third-party cookies, it restricted the ability to track usage across their domains without compromising privacy by using probabilistic methods (like fingerprinting).

In addition to this, analytics platforms, specifically Google Analytics increasingly buckets users into “Direct/None” as browsers and in-app webviews remove referral data. AdFixus’s durable ID will reverse this catch all and return the visibility for data like new vs returning users.

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 ~30-49% 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.

Building an ID internally is possible, building an ID that is viable across domains or connecting externally is not. You’ll need to understand and keep abreast of all browser changes and updates and also replicate patented double‑encryption, CDN routing & fail‑over architecture (multi‑AZ, 99.99 % SLA).

Ongoing upkeep > $500k / yr in DevOps & security.

AdFixus ships as a managed SaaS and re-invests a significant proportion of our resources and time on maintenance and updates that benefit the whole.

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.

Shared IDs could still be cookie‑based or email‑based. These breaks in Safari/Firefox can be blocked by privacy tools. You lose visibility and viability of our effort. Secondly, they operate on centralised graphs you don’t control.

AdFixus runs inside your domain and survives all modern browser restrictions. You own the data, you control the data and your match rates are higher, increasing ad revenue.

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.

Yes, our clients today are seeing up to a 50% reduction in visibility of their traffic.

Though Google has now shelved plans to remove third-party cookies it remains a significant issue affecting your web properties.

No, our script is < 10 kB, non-disruptive, runs only once per first visit and ID is generated in milliseconds.

The majority of deployments are behind an existing consent action and therefore non-disruptive to existing customer experience. You control the timings and failover. 

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.

1. JavaScript tag drops a server‑side 1st‑party cookie via your CDN.

2. Browser receives an Anonymous Federated ID (AFxID) that’s double‑encrypted; raw ID never leaves the browser.

3. Same ID syncs across all your domains, then vanishes if the user revokes consent.

As browsers have restricted third-party cookies, brands have lost sight of their traffic, this can be as high as ~49% of their total traffic. AdFixus durable first-party ID returns visibility of your users and allows you to connect your audience to premium publishers for marketing campaigns. 

We have plenty of real-world publisher success stories; take a look at our case study section. We will continually update this section with any new case studies.

To increase marketing effectiveness, some brands have entered data-sharing arrangements, leveraging data clean rooms. Whilst promising, they faced challenges with low match rates and probabilistic programmatic matching that have dramatically eroded the potential return on investment policy.

AdFixus solves this via our matching techniques. We match ID to ID directly and in a privacy safe manner. That and we match for a site's total traffic, both known and unknown, so our pool is considerably larger. This opens up new opportunities for acquisition, retargeting and cross sell campaigns.

Data sharing, and matching technologies (e.g. data clean rooms) utilise hashing of Personally Identifiable Information (PII). The use of PII increases the risk associated with a potential data breach, exposing businesses to severe financial penalties and reputational damage.

AdFixus has zero PII anywhere in our systems and we are matching on unique IDs that are decentralised and stored in the clients browser.

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.​

Pending contract and legal, we can go live within 48 hours and you can start to see immediate results. 

For larger enterprises we continually see 8-12hrs of effort though this normally takes approximately 4 weeks of time with resourcing, testing and release cycles.  

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.

- Your C-suite: defensibility and defensible strategic IP for the AI era
- Your revenue leaders: bigger and more accurate audiences = no revenue left behind & increased yield by 25%
- Your product team: platinum-tier ad products that set you apart from walled gardens
- Your ad ops/delivery team: no manual corrections or combining disparate ID sources or deduplicated ad product
- Your data & infrastructure team: compliance with no PII risks or legal headaches
- Your customers: frequency capping across the enterprise, outcome-based campaigns via Conversion APIs
- Your personalisation team: durable ID for rolling 12 month window, across brands/domains
- Your analytics team: durable ID to ingest into existing platforms to correct missing data and connect across domains

AdFixus is continually improving and developing new products for market:
- Identify: creates & manages the durable ID.
- Match: 100 % ID‑to‑ID match room with no PII exchange.
- Stream: first‑party Conversion API to push real‑time events to premium publishers.
- Measure: click and impression tracker streamed directly to your cloud storage. 
- EDS: ML‑based Early‑Detection System for fraud & anomaly alerts, included with Identify.

Visit our Solutions section for complete descriptions.

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.