Thinking Differently About First-Party IDs and Publisher Partnerships

Why Mindbox’s Independent Approach Matters

As third-party cookies disappear, Mindbox and AdFixus are reshaping identity by linking first-party data through privacy-safe frameworks—boosting relevance, accuracy, and performance across the open web through smarter data connections.

Unlike large network agencies locked into legacy technology and rigid structures, Mindbox has the freedom to move quickly and experiment with new solutions. This independence allows Halley and his team to forge unique, direct partnerships with publishers, building the connective tissue required to make identity work at scale.

“The scale and depth of data-driven insight into consumers and what drives their decisions has never been more transformative,” Halley notes. “Sophisticated marketers are leveraging this expanded data universe to fundamentally reimagine media optimisation. That is what excites us, helping clients not just adapt but thrive in a post-cookie world.”

This approach led Mindbox to partner with AdFixus, a platform built for privacy-first identity and connectivity.

“AdFixus stood out because of their breadth across premium publishers in Australia,” says Halley. “For us, it was about finding a solution that could scale identity in a way that was safe for consumers, valuable for publishers, and actionable for our clients. Their footprint means we can connect first-party data across the best media environments in the market, and that has been a game changer.”

Read more: https://www.adfixus.com/post/thinking-differently-about-first-party-ids-and-publisher-partnerships