Globo Adform programmatic partnership integrates ID Fusion for Brazilian CTV advertisers

This integration signals a shift toward sophisticated, identity-driven buying in the Latin American market by combining massive first-party datasets with global ad tech infrastructure. By adopting Adform’s ID Fusion, Globo is positioning its GAMA DSP to compete with global platforms by offering deterministic targeting at scale within a premium, brand-safe environment. For the broader ecosystem, this move highlights the increasing importance of localized identity graphs in navigating the decline of third-party cookies across diverse streaming and digital surfaces. Watch for the impact of the new API integrations in late 2026 to see if Globo’s programmatic revenue share increases relative to traditional direct sales.

Adform has been steadily expanding its footprint in Latin America as part of a broader push to compete with dominant global DSPs in emerging markets. In early 2026, Adform opened a new office in São Paulo to serve Brazilian and broader LatAm advertisers, signaling the company's intent to build local relationships with premium publishers and broadcasters rather than relying solely on cross-border programmatic deals. The São Paulo presence gives Adform direct access to Brazil's largest media buyers at a time when CTV ad spend in the country is growing rapidly, with IAB Brazil reporting that digital video advertising revenue reached R$4.2 billion in 2025, a 23% year-over-year increase driven largely by streaming and connected TV inventory.

The competitive landscape for programmatic platforms in Brazil is intensifying. Globo's GAMA DSP already integrates with several global demand-side platforms, and the addition of Adform's full-stack suite places it alongside competitors like The Trade Desk and DV360 in the Brazilian market. The Trade Desk expanded its Brazilian operations in 2025 by launching OpenPath direct integrations with local broadcasters, aiming to reduce supply chain complexity for CTV buyers. Meanwhile, Adform reported 30% revenue growth in 2025, with its independent DSP gaining share among European and LatAm agencies seeking alternatives to walled-garden platforms. The ID Fusion identity graph, which powers deterministic matching across Globo's 140 million user IDs, represents a key differentiator in a market where cookie deprecation has created urgency for first-party identity solutions.

On the technical side, Adform's ID Fusion has been benchmarked against other identity resolution frameworks in independent testing. A 2025 study by the Interactive Advertising Bureau found that deterministic identity graphs like ID Fusion achieved match rates above 85% on authenticated traffic, compared to 60-70% for probabilistic alternatives. For Globo specifically, the integration means that advertisers using GAMA DSP can activate audience segments across CTV, DOOH, and digital display through a unified identity layer, reducing the fragmentation that has historically plagued Brazilian programmatic buying. Adform's Flow technology, which underpins its full-stack platform, was certified by the JICWEARS standard body in 2025 for cross-channel measurement compatibility, a credential that supports Globo's goal of offering outcome-based buying with transparent attribution across screens.