First-ID: The key to unlocking the full potential of publishers’ first-party data

In a digital ecosystem where the end of third-party cookies is reshaping advertising activation strategies, reconciling and maximizing the value of first-party data has become a critical challenge for publishers. First-ID emerges as an innovative solution, empowering publishers to leverage their data efficiently and sustainably.

Prisma Media and the Optimization of Data Sharing

Paul Ripart, Programmatic Sales Director at Prisma Media, explains the importance of user data segmentation and how Prisma Media Solution shares its data with third parties to optimize advertising campaigns.

He emphasizes one key point:

For a Promophile segment of 3.5 million users, there are only 2.6 million cookies, but 3.4 million First-ID identifiers, which is expected since First-ID works on cookieless browsers.

Paul Ripart

This demonstrates First-ID’s ability to adapt to new cookieless environments, ensuring better coverage and more effective activation.

Reworld Media and Advanced Data Activation

Marion Collombat, CRM & Data Director at Reworld Media, highlights her group’s digital transformation through the intelligent use of first-party data. Reworld Media analyzes user interactions across various touchpoints, including newsletters, forums, and push notifications.

Thanks to First-ID, Reworld Media has been able to enrich its data cohorts and develop real-time activation strategies, particularly on platforms like Meta and Liveramp ATS. The company now has over 35 million First-ID identifiers for its users—an indication of First-ID’s effectiveness in maximizing audience value.

Conclusion
First-ID represents a major asset for publishers looking to optimize advertising monetization in a cookieless world. By enabling smooth and efficient first-party data activation, this solution provides publishers with a clear competitive advantage.