Poland-based media group Wirtualna Polska Holding (WP) has signed an agreement with Adform, a European programmatic advertising software provider, to implement CEEId, a universal identifier for cookie-free environments.
CEEId enables effective advertising campaigns without third-party cookies. The technology allows for personalized advertising across different browsers, including environments that block user identification through third-party cookies such as Safari and Firefox.
The tool connects publishers and advertisers by building a shared advertising ecosystem based on effective user identification. By utilizing publisher identifiers and Adform’s ID Fusion technology, advertisers will be able to reach their audiences more efficiently while maintaining full control over ad frequency per user, regardless of which browser they use, according to a report by WirtualneMedia.pl.
This new advertising technology will be used across all sites operated by Wirtualna Polska. Their portfolio includes holiday accommodation sites, such as Wakacje.pl and eHoliday.pl in Poland, as well as the Szallas Group’s vacation rental sites in Hungary and Czech Republic-based accommodation booking service operator Invia Group.
The company’s consumer finance segment includes new car sales offer-aggregator Superauto24.com and financial services comparison site TotalMoney.pl.
The advertising and subscription segment group’s news and ecommerce sites include fashion stores Domodi.pl and Allani.pl; interior and home design sites HomeBook.pl and Extradom.pl; and news sites WP.pl and Money.pl.
