The programmatic advertising market is undergoing profound changes in France. According to the latest study published by Pubstack during its “Spring Breakfasts” edition, publishers are facing a continuous decline in CPMs since 2023, an inflation in impression volumes, and a rapid transformation in usage, particularly with the rise of mobile and programmatic at the expense of direct advertising. In response to these challenges, innovation and monetization optimization have become crucial to maintaining and growing revenue.
The explosion of identity solution adoption
In this context, the adoption of identity solutions (ID solutions) is experiencing spectacular growth. The Pubstack study reveals that the coverage of ID solutions has increased from 59% to 85% in just one year, highlighting their central role in improving campaign performance, particularly in environments where third-party cookies have disappeared. These solutions enable better privacy management while maximizing the value of each impression, especially on browsers alternative to Chrome, where the CPM gap has narrowed thanks to better user identification.
First-id recognized among the Top ID Solutions in France 🏆
It is in this context that First-id stands out: according to the Pubstack ranking based on Q1 2025 data, our solution is listed among the Top ID Solutions in France. This ranking, established from a benchmark on more than 800 million daily bids and 60+ media groups, demonstrates First-id’s ability to generate value for publishers, allowing them to better monetize their inventories, especially in desktop and mobile environments.
Why this ranking is significant
Being recognized among the leaders of identity solutions in France by an independent player like Pubstack is a strong signal for the entire market. It not only validates the technological relevance of First-id but also its operational efficiency and ability to meet the expectations of publishers in an increasingly complex environment.