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Prisma Media Solutions is a pioneer in the exploration of third-party cookie-free solutions. For 2 years, our teams have been testing the main alternatives to the end of third-party cookies, including ID5, UTIQ, EUID, RampID, and First-id, in order to offer our clients the best solutions.

This is how Prisma Media Solutions has been using First-id since its launch in September 2022. Today, First-id is implemented on all the sites of Prisma Media group (+20 sites), with an audience of over 37 million unique visitors in France, forming a single database of identifiers across all environments, including cookieless.

In two years, First-id has demonstrated its effectiveness on a number of data and media issues and has been able to respond to a number of use cases, particularly in the area of advertising activation:

Controlled media campaign management. Compatible with the main technologies on the market, the use of First-id ensures precise capping, guaranteeing effective delivery of advertising campaigns on Chrome and on browsers without third-party cookies. What’s more, the ID can be used in Google environments: PPID, Secure Signals. This has enabled Prisma Media Solutions to increase its addressable audience by 40%.

Programmatic and data activation. Integrated into the Prisma Media Solutions DMP, First-id is compatible with data activations (socio-demo, centres of interest, etc.). For example, 30% of data sales have been generated exclusively with First-id since January 2024.

Advertising requests without third-party cookies. The First-id identifier is present in 94% of ad requests, ensuring that ad campaigns continue to perform optimally and that they are targeted and relevant to the audiences they are intended to reach.

“First-id is an exciting solution because of the many use cases it can be used for and the way it complements our other solutions. It's essential for publishers and advertisers to take advantage of this new cookieless era to regain control of their data and contribute to the success of our campaigns,while opening the door to new horizons.” - Philipp Schmidt, chief executive officer of Prisma Media

“After 2 years of use, feedback shows the effectiveness of First-id in many data and media use cases. We’re proud to give the Prisma Media group full control over first-party data and its innovative use across a wide range of strategic issues.” - David Folgueira, CEO of First-id

The goal

First-id and Microsoft Advertising are collaborating to create a programmatic advertising solution that protects privacy and allows addressability, without relying on third party cookies. The French company, in partnership with Microsoft Advertising, aimed to help buyers reach their campaign objectives easily and on any browser, especially Safari and Firefox that have stopped using "traditional identifiers". The goal was to offer a solution that is universal and respectful of user choices.

The solution

The approach uses the Microsoft Monetize Publisher Provided ID feature (PPID) and the Microsoft Curate platform to combine publisher's own first party data with First-id's powerful identifier. These two signals enable addressability in a privacy compliant way for inventory that could not be addressed before. This results in a more relevant and considerate user experience. This solution offers an alternative identifier that respects the user's privacy and choice according to today's regulations. The use of PPID allows for the control of identifier access so that it can be only used by authenticated and reliable partners.

At the end of 2023, 45% of the inventory in France is already affected by the loss of cookies. We clearly see a crystallization of subjects around the cookie-less topics since the end of last year, and with such an important and complicated subject we are happy to see that Microsoft is building products that ease the activation process with solutions like ours, to help all stakeholders of the value chain with tangible results.

— Cyril Genty, COO & co-founder, First-id

The results

The integration unlocked benefits for both sellers and buyers of programmatic advertising by making previously unaddressable inventory available to buyers. As a result, campaign reach in cookie-less browser environments increased, assuming the entire budget was spent in Safari and Firefox browsers. Further, existing first party data based on First-id was leveraged by buyers through the PPID feature in Microsoft Monetize SSP in a seamless and efficient way. With the First-idxPPID solution, buyers could reach audiences that were previously not available to them on Firefox and Safari and could easily operate global cross-domain frequency capping on the targeted domains.

In a digital environment that is rapidly moving towards an era without third-party cookies, PRISA Media is positioning itself at the forefront of advertising innovation by launching a proof of concept with First-id , the first-party identification solution that is changing the French market..

This strategic collaboration marks an important milestone for PRISA Media, as it integrates First-id technology with PRISA ID, its own meticulously developed framework based on four fundamental pillars: unifying data across all points of contact with its users; working with identity graphs to deeply understand your readers and listeners ; activating audience information to personalise content and advertising; and exploring new digital businesses.

The proof of concept with First-id promises not only to enhance PRISA Media's ability to offer advertisers access to authenticated and segmented audiences, but also to strengthen its value proposition in the advertising market, enabling more effective reach and deeper engagement with content.

Jose Gutiérrez Cuellar, Director of Solutions, Digital and Technology at PRISA Media, underlines the importance of this alliance: "By integrating First-id into our PRISA ID ecosystem, we are not only taking cookie-free solutions to the next level, we are also expanding the possibilities for interacting with our audience and offering our business partners richer information and more precise targeting opportunities.

David Folgueira, CEO of First-id , comments : "We are delighted to support PRISA Media in this important step towards redefining digital advertising. Our technology will enable PRISA Media to not only maintain, but also increase its relevance in an increasingly privacy-conscious environment."

The collaboration will enable PRISA Media to :

  • Cross-Site Audience Access : by integrating First-id, PRISA Media will be able to maintain traceability across its headers, gaining a complete picture of its audience's content consumption. From an advertising point of view, this translates into improved campaign accuracy and visibility.

  • Improve distribution across browsers: the partnership will ensure better distribution across all browsers, including Safari and Firefox, through the use of an identifier based on first-party data, which is essential for a resilient and adaptive advertising strategy.

  • Increase the value of your inventory without cookies: PRISA Media will benefit from increased value from its cookie-free inventory. More accurate identification and compatibility with platforms such as Open RTB, Prebid and Google PPID will ensure effective monetisation in a cookie-free environment.

With this proof of concept, PRISA Media is not only preparing for a future without cookies, but is also reaffirming its move towards digital advertising that is more respectful of privacy and effective in its reach.

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