Prisma Media Solutions: A Pioneer in Cookieless Advertising
Prisma Media Solutions has established itself as a pioneer in exploring alternatives to third-party cookies. For the past two years, its teams have been testing major solutions—including ID5, UTIQ, EUID, RampID, and First-id—to offer clients the best strategies in this evolving ecosystem.
Within this framework, Prisma Media Solutions adopted First-id at its launch in September 2022. Today, the solution is fully implemented across all Prisma Media sites—over 20 sites—reaching an audience of more than 37 million unique visitors in France. First-id thus provides a unified identifier base covering all environments, including contexts with limited third-party cookie availability.
First-id is present in 94% of ad requests (compared to 6% based on emails), ensuring optimal performance for advertising campaigns. It enables precise and relevant ad delivery while maintaining high efficiency in reaching target audiences.
The results speak for themselves: in January 2024, 30% of Prisma Media Solutions’ data revenue was generated solely through First-id. This success highlights the relevance of the solution in a rapidly changing advertising environment and its potential to maximize performance for both publishers and advertisers.
First-id is an interesting solution due to the many use cases it enables and the complementarity it brings to our other solutions. It is essential for publishers and advertisers to take advantage of this new cookieless era to regain control of their data, contribute to the success of our campaigns, and open the door to new opportunities.
Philipp Schmidt, CEO of Prisma Media