David Folgueira leaves the Prisma group to launch First-id. His goal? To help publishers survive in a world without third-party cookies.
First-id is a solution based on first-party cookies, whereas third-party cookies are under scrutiny by browsers. In my view, this is a good thing, as third-party cookies are often shared without control, to the detriment of both users and publishers. When you think about it, third-party cookies are one of the main culprits behind the value distribution problem in our market. By allowing an advertiser to reach readers of media sites like Capital, Voici, or Femme Actuelle without necessarily running ads on those sites, it penalizes the publishers who invest in content production.
Publishers are the big losers in the programmatic market. I don’t think it’s right that they receive less than 40% of what the buyer spends to win an auction.
David Folgueira