Carsales partners with Adfixus’ first-party ID technology to increase conversion rates, while future-proofing against changes to privacy regulations
January 23, 2024
January 23, 2024
Carsales mediahouse has developed a system to combine audience behaviour data from their own platform and the advertiser's website without relying on third-party cookies. They use a cleanroom to ensure consistency of the first-party identifier in both environments, which allows for privacy-compliant data usage. AdFixus was chosen to provide the technology for this solution, which enables a holistic view of audience behaviour across all devices and browsers and powers an AI model for real-time campaign optimisation. The solution was chosen to be flexible enough to adapt to changes in consent regimes.
In a recent article on Mi-3, from 18 April 2023, ‘Digital attribution is a mess: Here’s how an auto brand improved conversion rates by 41% using first party identity- with an eye on ‘future-proofing’ for incoming future privacy changes’, Davor Vilusic, carsales Executive General Manager- Media, walked through how carsales mediahouse have utilised AdFixus first-party identifiers and their cleanroom. The publisher has seen significantly improved conversion rates with this solution.
Quotes from Davor Vilusic from the article:
At AdFixus, we believe in putting individuals first. That’s why we designed AdFixus Platform to create digital identities that are owned, stored and under the full control of the related individual. We also leverage advanced encryption algorithms, as per blockchain, to ensure that the data of individuals is secure. With our consent management solution, Adfixus Consent, consent is fully owned and under the control of the individual, making it easy to grant or revoke consent across a single website or a group of websites.
Our solution also allows for activation on first-party data via programmatic channels (Deal IDs) or direct sell, without risking data assets or consumer privacy. By generating and using a consistent identifier, we enable accurate understanding of audience reach, whilst removing duplication and reducing the costs of other platforms such as CDPs and analytical systems.
At AdFixus, we're committed to offering a comprehensive, privacy-centric solution that empowers businesses to make the most of their data without compromising on individuals' trust.