Adform & Captify Forge Partnership to Create First End-to-End Contextual Activation Solution

Captify, the leading search intelligence platform for the open web, today (September 14th, 2023) announced a partnership with the global programmatic platform Adform to deliver privacy-first, audience-based buying for the programmatic ecosystem. 

The partnership provides the industry’s first end-to-end contextual activation solution, bypassing the need for cookie identifiers and enabling greater scale across inventory pathways that are often deprioritised by demand-side platforms (DSP) due to their lack of cookies, such as Safari users. 

Now, buyers can utilise Adform’s identity-free, privacy-by-design DSP to activate Captify’s contextual audiences via curated deals across the leading SSPs. Captify's global reach is able to support Adform's clients in the US, UK, EMEA, and Australia with custom deal ID libraries that meet the needs of their marketers.

“As we approach closing the final chapter of third-party cookies, the ecosystem has a tangible need for privacy-first, audience-based programmatic buying capabilities,” said Matthew Papa, SVP of business and corporate development, at Captify. “This partnership with Adform addresses that need by enabling us to scale our contextual offering, which combines consumer intent from search data – a scarcity in a cookieless world – with contextual signals.  Now advertisers globally can confidently activate our audiences across more inventory without worrying about privacy. ” 

“In a fragmented media landscape focused on personalisation and performance, the ability to reach and engage consumers while prioritising privacy has become a consistent challenge for marketers, said Vicky Foster, VP, global commercial partnerships at Adform. “As the eventual sunset of third-party cookies looms, our partnership with Captify makes it easier for marketers across the globe to drive revenue with personalised and engaging programmatic campaigns with privacy top of mind.”