Publishers using First-id can now build, analyze, package and activate audiences through ArcSpan AMS with no additional development work.
ArcSpan, the AI-powered audience monetization platform built for premium publishers, today announced a native integration with First-id, a persistent, deterministic identity solution adopted by more than 35,000 250 media and advertiser sites in 101 countries . Publishers using First-id can now resolve audience signals against the First-id identifier within ArcSpan AMS, then build, analyze, package and activate those audiences without a separate custom integration.
All publishers face a persistent identity challenge. Audiences can fragment across the titles and domains within a media group, while login-based identity reaches only a portion of most publishers’ users. First-id addresses this challenge with a persistent identifier designed to recognize consenting users across participating environments without relying on third-party cookies or requiring a login.
ArcSpan connects that identity layer directly to monetization. Publishers can use ArcSpan AMS to create first-party and modeled audiences, understand the composition and commercial value, and activate them across direct and programmatic channels, as well as for data collaborations. The combined solution helps publishers turn more consistent audience recognition into addressable inventory and revenue opportunities.
What the integration enables
👉 Audiences built in ArcSpan AMS can now resolve against the First-id identifier, enabling publishers to:
✅ Build persistent, cookieless audiences using First-id’s deterministic identifier;
✅ Improve audience continuity across participating sites, devices and browsers;
✅ Recognize consenting anonymous users without requiring a login or email address;
✅ Create and manage audience taxonomies from a single integration point;
✅ Build an audience once and activate it through multiple supported destinations
✅ Analyze how different first-party audiences contribute to campaign delivery, performance and revenue.
What it means for publishers
Publisher groups can reconcile audience signals across multiple titles and domains, helping them package a more unified addressable audience across their portfolios instead of treating the same user as separate audience records on each property.
Direct and programmatic sales teams can build first-party audiences in ArcSpan AMS and activate them through supported destinations, including Google Ad Manager, SSPs and DSPs, without recreating the segment for each channel.
A more persistent identity layer can also support deduplicated reach, frequency management and post-campaign analysis across participating environments, subject to publisher configuration and user consent.
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European publishers have invested in First-id to build durable identity within privacy-conscious data frameworks. ArcSpan makes that investment commercially actionable. By resolving fragmented behavioural signals against the First-id identifier, publishers can build more consistent audiences, generate richer insights, and activate their first-party data across their owned-and-operated properties and beyond. This is an important step in expanding ArcSpan’s publisher-focused ecosystem across France and the broader EMEA market.
James Dempsey
VP International, ArcSpan
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ArcSpan connects First-id’s identity capabilities directly to the commercial workflows publishers use every day. By showing publishers the delivery, performance and CPM associated with different first-party audiences, ArcSpan helps them quantify the value of persistent identification, identify their most valuable segments and improve how those audiences are packaged, activated and monetised.
Valentine Weydert
Cofounder and Chief Growth Officer, First-id
Availability
The native integration is live and available to ArcSpan and First-id customers. Publishers interested in deploying the combined solution can contact ArcSpan or First-id for implementation details.
About ArcSpan
ArcSpan is the AI-powered audience monetization platform built for premium publishers. ArcSpan AMS, the Audience Monetization System, unifies first-party signal aggregation, identity and data enrichment, audience creation and intelligence (including behavioural and contextual), and activation in a single platform. Publishers use ArcSpan AMS to turn their audience assets into addressable revenue across direct, programmatic and curated demand. Learn more at www.arcspan.com.