Adfixus announces partnership with Adobe for greater privacy-safe collaboration

Adfixus has officially “announced the integration of the AdFixus privacy-first, first-party ID service into Adobe Real-Time CDP Collaboration”.

The announcement:

AdFixus today announced the integration of the AdFixus privacy-first, first-party ID service into Adobe Real-Time CDP Collaboration, bringing an industry-first solution for advertisers and publishers in Australia and across the globe to collaborate on anonymous-matched audiences in a secure, consent-driven, and privacy-compliant manner.

As the digital advertising landscape continues to evolve, privacy regulations and changing consumer expectations are driving the need for innovative, privacy-first solutions. The AdFixus ID, a deterministic, first-party identifier that does not rely on third-party cookies, PII or fingerprinting, now enhances Adobe Real-Time CDP Collaboration, enabling ecosystem partners to jointly discover, activate, and measure high-value audiences without moving or exposing directly identifiable customer data.

This integration empowers brands and publishers to work with anonymous or known audiences built entirely from first-party data, while preserving consumer trust and complying with privacy requirements. AdFixus ID uses a privacy-preserving cryptographic method to match user segments across platforms, without ever revealing individual identities or PII, ensuring compliance with GDPR, CCPA and local regulations.

By integrating AdFixus’s privacy-by-design technology into Adobe’s powerful collaboration environment, marketers can:

• Securely match and collaborate on anonymous high-value audiences across partners using deterministic first-party IDs, no data leakage, no PII exposure, and no reliance on third-party cookies.
• Activate campaigns with precision across channels (display, video, streaming) by leveraging publisher inventory without audience fragmentation, reducing wasted spend.
• Measure effectiveness directly with publishers, using privacy-safe campaign insights and performance dashboards to demonstrate ROI and inform future planning.

Gabbi Stubbs, Asia Pacific product marketing for data management and AI at Adobe, said:

“Adobe Real-Time CDP Collaboration is designed to give brands and publishers the confidence to work together on high-value audiences in a secure and transparent way. The integration of the AdFixus ID takes this to the next level, allowing collaboration not just on known audiences via common identifiers but now also on anonymous audiences with unparalleled privacy protection and accuracy.”

AdFixus founder and CEO Marko Markovic added:

“We built the AdFixus ID to give brands complete control over their data while enabling addressability in a privacy-first world. Partnering with Adobe means advertisers and publishers can now connect and scale anonymous audiences without compromise, unlocking performance while respecting the rights of every individual.”

Stephen Kyefulumya, GM – media product & technology at carsales, said:

“At carsales, protecting consumer trust is fundamental to how we operate. Integrating AdFixus ID into Adobe Real-Time CDP Collaboration gives us a powerful new way to connect with advertisers on anonymous audiences, enhancing our ability to deliver precision-targeted campaigns while maintaining the highest privacy standards.”

The first phase of the integration will focus on enabling advertisers and publishers in Australia to easily leverage their AdFixus IDs within Adobe Real-Time CDP Collaboration. This unlocks audience interoperability across ecosystem partners, from publishers like News Corp Australia, Nine, and carsales to brands across any key vertical looking to take advantage of the publishers’ rich audiences, all without exposing proprietary customer information.

Built on Adobe Experience Platform, Adobe Real-Time CDP Collaboration with AdFixus ID support is now available for customers across Australia and New Zealand and soon across the globe, marking a significant step forward in privacy-safe audience collaboration for the open web.

Source: Adfixus