Elevate is a consulting agency specializing in data and marketing technologies, dedicated to enhancing customer insights to optimize the user experience.
Guillaume Sinnaeve, Head of Expertise & Innovation at Elevate, interviews Valentine Weydert, Chief Growth Officer at First-id, who highlights the challenges brands face with the disappearance of third-party cookies and presents First-id’s expertise in addressing these issues.
🚀 Introducing First-id
- French startup founded in August 2022
- Established by 4 media experts
- Deterministic solution to identify consented users
- Audience reconciliation through a unique key
- Activation on the open web with unlimited reach
⚠️ Consequences of the End of Third-Party Cookies
- 59% of French users will be invisible on Chrome in 2023
- Data challenges: user identification, data reconciliation
- Media challenges: targeting and campaign performance measurement
- Loss of customer insights and difficulty operating without emails
✨ First-id’s Contribution
- Accurate identification using multiple signals
- Coverage of 85% of unique visitors in France (120+ sites)
- Respects user consent
- Compatible with AdTech tools
- Enhances existing tools without replacing them
🔍 Alternatives to Third-Party Cookies
- Mass targeting solutions: contextual, semantic, cohorts
- Precise targeting solutions: identifier networks
- Each solution addresses specific needs (top vs. bottom of funnel)
🎯 Relevance of Identifier Networks
- Types: probabilistic IDs, deterministic telco IDs, deterministic server-side IDs
- Accurate identification of consented audiences
- Facilitates targeting across the open web
📢 Call to Action for Adopting Cookieless Solutions
- Experts must accelerate the adoption of alternatives (governance and strategic considerations)
- First-id integrates into brands’ overall strategy: combining data and media