La Centrale is taking a new step in leveraging its audiences thanks to an innovative collaboration between media, graph-id, and data collaboration.
Drive Media, the advertising agency for La Centrale, Numberly, and First-id announce the launch of a unique mechanism allowing for the transformation of a portion of La Centrale’s anonymous audiences into activatable CRM audiences, thus opening new perspectives for media monetization and new addressability opportunities for advertisers.
This initiative is based on the combination of three complementary areas of expertise: the power of La Centrale’s automotive intent signals, the secure reconciliation capabilities of Numberly’s Data Clean Room, and First-id’s deterministic graph-id.
STRATEGIC CHALLENGE FOR THE ENTIRE MARKET
In an environment where first-party data has become the main driver of advertising addressability, publishers face a common challenge: a significant portion of their audiences remains anonymous despite having high marketing value.
However, these internet users generate extremely rich intent signals daily. On La Centrale, these signals reveal concrete purchasing projects: vehicle consultation, reading technical specifications and reviews, comparing models, and searching for financing or insurance. These are precious indicators for automotive brands, insurers, financing players, or distribution networks.
The limitation until now resided in the capacity to transform these intent signals into audiences that are truly activatable within marketing platforms.
TRANSFORMING INTENTION INTO IDENTITY
To address this challenge, Drive Media, Numberly, and First-id have developed a mechanism allowing for a significant increase in the depth of knowledge regarding La Centrale’s audiences.
👉 The mechanism relies on three steps :
✅ First-id authenticates consenting internet users present on La Centrale’s digital environments, whether they are logged in or not;
✅ The generated identifiers are reconciled securely within Numberly’s Dacro Data Clean Room using various matching keys available in First-id’s graph-id;
✅ The thus enriched profiles can be linked to exploitable CRM contact points while respecting data governance and privacy rules.
This approach allows for overcoming the traditional limits of solely authenticated audiences and considerably extending the volume of activatable audiences.
UP TO 40% ADDITIONAL ACTIVATABLE AUDIENCE
The first results highlight an incremental reach potential that can reach up to 40% on certain segments. For Drive Media, this means more marketable intent-based audiences. For advertisers, this translates into :
Sectors such as automotive, insurance, credit, or associated services can thus access an enriched and directly activatable audience around real purchase intentions
A NEW GENERATION OF DATA MEDIA OFFERS
Beyond marketing performance, this initiative opens the way to a new way for media to value their audiences.
Historically, monetization relied mainly on advertising impressions or behavioral segments. With this approach, intent signals also become an activatable CRM asset, capable of fueling direct marketing, onboarding, data collaboration, or omnichannel activation strategies.
For Drive Media, it is an opportunity to further strengthen the value of its data offers around the most sought-after automotive audiences on the market.
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Every day, millions of interactions on La Centrale translate into extremely strong purchase intentions. This collaboration allows us to transform more of these signals into activatable audiences and offer our advertiser partners an even more high-performing value proposition.
Anne-Claire Gallez
Director of Partnerships & Development – Drive Media / La Centrale
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The future of addressability is no longer just about identifying known users, but about enabling media to reveal the value of their anonymous audiences. By transforming intention into activatable identity, we help publishers create new data assets and advertisers reach more consumers who are truly engaged in a purchasing project.
Valentine Weydert
Director of Development – First-id
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Secure data collaboration transforms shared data into direct business value. Thanks to an agnostic and no-movement architecture, our data collaboration tool allows for secure reconciliation of assets regardless of the partners’ technological environments.
Sandra De Brito Da Costa
Data Managing Director – Numberly