Equativ, leading independent digital advertising platform, has signed an exclusive partnership with First-id, the leading first-party identification solution.
This development is part of a broader initiative to facilitate the integration of IDs from various providers, giving advertisers a wider choice of alternatives to third-party cookies for audience targeting on inventory. This integration will also allow users of the curation platform to calculate frequency capping for their campaigns in a completely cookieless manner.
(💡 you can find here how to use first-id in the Equativ Buyer connect platform)
A Leading Partnership to Facilitate Media Optimization
This partnership strengthens Equativ’s cookieless targeting capabilities and further demonstrates its ability to collaborate with leading ID players. The self-serve curation platform, Equativ Buyer Connect (EBC), is constantly being enhanced with innovative features, offering users a complete toolbox to create, optimize, and industrialize their media buys, maximizing their performance.
The integration of First-id into EBC further simplifies the media buyer experience by facilitating access to cookieless solutions while offering publishers increased visibility into their ad inventory.
Preparing for a Cookieless World
Although the disappearance of cookies on Chrome is not yet fully effective, the transition to a cookieless world is well underway. Today, more than half of Internet users are unidentifiable, a figure that will reach 90% in the near future. To anticipate this change, agencies, data providers, and publishers must adapt, which is made easier by Equativ and First-id joining forces. All uses covered by third-party cookies, such as targeting, retargeting, and frequency capping, are supported by First-id. Unlike third-party cookies, which were processed in silos, customers can improve their omnichannel strategy by identifying the same user across all distribution channels.
“As a cookieless world will soon reshuffle the cards of the advertising world, forcing its players to find new tools to optimize the performance of their campaigns, we are helping them prepare by expanding the range of solutions offered by our platform. First-id is one of the leading ID solutions on the market, so it was natural for us to integrate this solution into our curation platform“
explains Julien Mateos, Programmatic Partner Director at Equativ.
“We are delighted with our partnership with Equativ, which will simplify access to audiences without third-party cookies, already absent on more than 40% of inventory, while benefiting from equivalent KPIs on Chrome. This collaboration is part of our desire to improve access to the inventory of major media groups by allowing media buyers to easily target and optimize their advertising campaigns“
says Cyril Genty, COO and co-founder of First-id.