Cookie Policy Adform and DV360

Cookie policies from partner Demand Side Platforms explained and with links to the policies from these DSP's.


DSPs use cookies for different purposes. When DSPs refer to the term "cookies", they mean cookies and other identifiers, such as mobile advertising identifiers. Generally, cookies enable their clients to target ads to users, to evaluate how well their ads work, and to see users opt-out choices. The purposes for which they use cookies are as follows:  

  • The use of cookies enables clients to distinguish between and recognise web browsers, and to store Information for advertising purposes, including targeted and tailored advertising. 
  • The use of cookies allows to store data about the delivery of ads for reporting purposes, such as which ad was shown, the frequency of an ad, and the last time an ad has been delivered to a particular browser. 
  • The use of cookies enables clients to track user responses (clicks and conversions) to ads purchased on the platform. 
  • They use cookies to participate in the synching of devices across different platforms. 
  • The use of cookies enables clients to use cross-device linking, i.e., a feature that predicts whether cookies from different browsers or devices might be associated with each other. 

Different types of cookies:

  • first-party cookie is issued by the same domain as the website you are currently browsing.
  • second-party cookie is issued by the same domain as the website you are currently browsing but is transferred from one website to another website through a data-sharing partnership.
  • third-party cookie is issued by a different domain than the website you are currently browsing.

The end of cookies:

In 2018, Apple and Mozilla ended support for third-party cookies on their Safari and Firefox browsers to improve user privacy. It is expected that Google (Chrome) will phase out third-party cookie support by the end of 2023, but this is already postponed a few times. Several alternatives are being still being discussed and we cannot say for certain how the development will proceed. 

Third party cookies are especially important in digital advertisement and Advertising Technology. Vendors have been using third-party cookies for:

  • Ad frequency capping.
    calculating the number of times a device has shown an add in a certain timeframe.
  • Remarketing.
    recognise a device to bid again to show the banner on the device.
  • Post-click and post-view conversion tracking.
    recognising if a conversion has been made when clicking on the banner or when the banner has been seen. 
  • Various attribution models including multi-channel marketing and cross-device tracking.

The move to a first-party world and GDPR Compliance:

Just like third-party cookies, first-party IDs/cookies can potentially identify individuals and are subject to privacy rules under GDPR, the IAB Transparency and Consent Framework, and also any local rules in EU countries. The good news is that vendors already have been working with these rules for some time. In general, there is no difference between first-party IDs and third-party IDs, except for where the ID is technically stored.

Adform ID Fusion:

ID Fusion is Adform’s solution for the post-third-party cookie world and ultimately provides the capabilities to leverage people-based marketing across all digital channels. With ID Fusion Adform are enabling their clients to target, optimize, and report across all browsers and devices with superior publisher partnerships and cookieless technologies.

Each publisher, advertiser or industry player who provides user-level data of any kind (be it first or third-party) can use Adform ID Fusion to provide a translation service between all types of identifiers and unify them for data-driven campaign targeting, optimization, and measurement. This is done while being completely agnostic to any identifier, as such Adform empowers advertisers, agencies, and publishers with the ability to choose what data they use, without the restrictions of compatibility issues that plague the wider industry and competing narrow solutions. This also enables advertisers and publishers to send external first-party IDs in both site tracking and audience pixels. 

Additional links:

Adform Product and Services Privacy Policy:

Adform Website Cookie Policy and How They Are Used: 

Adform GDPR: 

Adform Privacy Center: 

Google Cookies: