Gravity Changes Course and Bets on First-ID
Seven years after its creation, Gravity, the Data Alliance bringing together major players such as Les Echos, M6, and Prisma Media, is taking a strategic turn. Under the leadership of Capucine Jenoudet, the organization has decided to end its unique identifier project, Gravity ID, in order to integrate with existing solutions on the market. At the forefront of this new direction is First-ID, an identification solution already adopted by several alliance members.
“We will focus on deploying identifiers that are already present with our members […] We’re starting with First-ID, which is the most widely implemented among our members”
Capucine Jenoudet
This choice reflects Gravity’s commitment to effectively addressing publishers’ evolving needs in a constantly changing advertising environment. In an ecosystem where data protection and personalized user experiences are top priorities, Gravity is betting on robust, interoperable solutions. This decision allows its members to leverage established technologies while avoiding the costs of developing a proprietary system.