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 is 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. See how the AdFixus Platform technology works.

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.

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 ~49% of traffic, losing their 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.

Leading brands have been investing into Customer Data Platforms (CDP). 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 under News.

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.​

AdFixus does none of the above, we do not combine attributes, 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 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.

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

Yes, but only for known audiences. That is they only manage people who have registered and created an account with the brand. ​If they do not have an account or are not currently logged in, CDPs do not have a solution for this. ​We have open discussions with all major CDPs to support integration.​

We have found that even the largest enterprises have struggled with this and our technology is patented in the US and other jurisdictions are under way.

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 idea and the majority of them use the data to commercialise​

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.