Axeptio and First ID Partner to Democratize the Use of IDs Among Advertisers

Paris, September 4, 2024 - Axeptio, a leader in user consent management solutions (Consent Management Platform known as CMP), and First-id, the creator of a first-party identification solution, are pleased to announce a partnership which will facilitate advertisers’ adoption and use of universal IDs - already widely present among publishers.

This partnership is especially timely, as the market is moving away from third-party cookies and seeking alternative solutions. The Axeptio platform allows customers to activate Martech solutions, including universal IDs, easily and with just a few clicks.

“First-id is for us a partner of choice for our brand clients to benefit from a reliable and robust solution as they prepare for a world where third-party cookies are no longer the norm,” says Guillaume Bodereau, Head of Business Development at Axeptio.

Axeptio customers will be able to sign the First-id contract in a few clicks within the Axeptio platform. The consent widget (CMP) will automatically update to include First-id as a vendor, ensuring proper consent collection. Finally, no client-side integration or configuration is necessary- First-id is triggered automatically by the Axeptio CMP, and only when positive user consent is obtained.

David Folgueira, CEO of First-id says “We are delighted with this collaboration which facilitates the implementation and use of First-id. This partnership materializes the complementarity of our expertise to strengthen the effectiveness of our clients' marketing and advertising actions - activation, retargeting, enrichment, onboarding, etc.-, in a context where confidentiality and data protection are becoming increasingly important”.

As part of this new partnership, a two-month trial of First-id is available, valid during the launch period from September to December 2024.

About Axeptio :

Axeptio is a French CMP SaaS solution, which allows brands and digital publishers to collect the consents of their web visitors, per current regulations (GDPR in the European Union, Law 25 in Canada, NFADP in Switzerland etc.), with complete transparency. Axeptio provides end-users with a respectful consent experience, valuing their choice and their privacy. Available directly via the Axeptio website, or distributed via partner agencies, Axeptio solutions equip more than 65,000 websites in France and abroad, including PMU, Jacadi, Opéra de Paris, Century 21, Aigle, Ornikar, Payfit, Malongo, Veepee Switzerland.

Contact at Axeptio: Lucie Deniset de Gregorio lucie.deniset@axeptio.eu

About First-id :

First-id is a French company which has developed an identification solution allowing its clients - publishers, brands and e-retailers - to create their own identifier which optimizes their first-party data and works seamlessly with all their tools and partners. First-id facilitates campaign targeting, optimization and attribution, to almost 100% of the audience, in display, video and audio.

First-id is integrated into around forty premium publishers in France and recently in Europe (Altice, Prisma Média, Reworld, Lagardère, Webedia, CMI, GMC, Canal+, la Presse Quotidienne Régionale, etc.), and is connected to more than 50 platforms (Microsoft, Criteo, Weborama, Google, Mediarithmics, etc.).

Prisma Media Solutions Experience of the Unique Identifier Solution: First-id

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

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First-id and Microsoft Advertising unlock new audiences with Publisher Provided ID (PPID)

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.

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