Proving the Power of ID-less Marketing - Lessons from Our MarTech Breakthrough Award

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We are proud to share that Adlook has been named Best ID-less Marketing Platform at the 2025 MarTech Breakthrough Awards.

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This recognition is more than a trophy for the shelf. It is proof that privacy-safe advertising is not only possible but can outperform the legacy methods many advertisers still rely on.

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The challenge the industry faces

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For years, programmatic advertising has been built on identifiers and third-party cookies. As privacy regulations tighten and browser restrictions grow, these methods are losing reach and accuracy.

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The problem runs deeper than cookie loss.

• Inaccurate targeting: In our research, up to 82% of users in standard data segments were outside the intended audience.
  
  
• Poor media quality: On average, only 44% of marketing spend reaches publishers, with the rest lost in unnecessary middlemen and inefficiencies.
  
  
• Missed reach: 18% of global supply and over half in the US is often ignored by most DSPs.
  
  

This leads to wasted budgets, diluted brand impact and missed opportunities to connect with the right audience.

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Our approach: built for what is next, not what is being phased out

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At Adlook, we chose not to retrofit legacy systems. Instead, we built our platform for the privacy-first era from the ground up.

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Our Smart Audiences combine human expertise with advanced deep learning to identify high-value audiences through a nuanced understanding of content and context. Paired with integrated supply path optimization technology, we ensure campaigns flow through the most efficient routes to high-quality media, improving both performance and sustainability.

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No identifiers. No fingerprinting. No compromise.

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The results speak for themselves

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Across campaigns, this approach delivers measurable gains in targeting accuracy, media efficiency and incremental reach compared to cookie-based campaigns. It works across the open web and CTV, giving brands the ability to scale without sacrificing privacy or effectiveness.

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Why this matters for brands today

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The cookieless future is not ahead of us. It is already here. Brands that act now will not only maintain performance but will also gain a competitive edge in reach, efficiency and brand safety.

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Winning the MarTech Breakthrough Award is a milestone. The real achievement is seeing our clients succeed in a changing digital landscape.

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If you are ready to see how privacy-safe advertising can work harder for your brand, get in touch with our team.

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About MarTech Breakthrough

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Part of Tech Breakthrough, a leading market intelligence and recognition platform for global technology innovation and leadership, the MarTech Breakthrough Awards program is devoted to honoring excellence in marketing, ad and sales technology companies, products and people. The MarTech Breakthrough Awards provide a platform for public recognition around the achievements of breakthrough marketing technology companies and products in categories including marketing automation, AdTech, SalesTech, marketing analytics, performance marketing, CRM, content and social marketing, website, SEM, mobile marketing and more. For more information, visit MarTechBreakthrough.com.

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Tech Breakthrough LLC does not endorse any vendor, product or service depicted in our recognition programs, and does not advise technology users to select only those vendors with award designations. Tech Breakthrough LLC recognition consists of the opinions of the Tech Breakthrough LLC organization and should not be construed as statements of fact. Tech Breakthrough LLC disclaims all warranties, expressed or implied, with respect to this recognition program, including any warranties of merchantability or fitness for a particular purpose.

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