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As the elimination of third-party cookies approaches, Reworld MediaConnect is announcing the integration of the First-id unique identifier solution into its advertising strategy.

With this activation based on more than 80 brands (Doctissimo, Top Santé, AutoPlus,, Grazia, aufeminin, Biba, Marmiton, Maison & Travaux, Melty, Paroles de Mamans, etc), the implementation of the First-id solution will make it possible to target all Internet users on all browsers, including Safari and Firefox. It is also essential to stress that the ability to achieve these levels of recognition is based on strict compliance with the imperatives of consent and personal data protection, in line with the directives of the RGPD (General Data Protection Regulation) and its application in France. Commitment to data security and privacy remains an absolute priority for Reworld MediaConnect.

This initiative aims to strengthen the Reworld Media Group's ability to measure audiences, improve ad targeting, and consolidate its DMP/CRM infrastructure to better understand its audience.

Enable our clients and agencies to easily identify their customers on our media brands and thus satisfy our advertisers.

With First-id, Reworld MediaConnect aims to better understand user behaviour, optimise data collection and ensure optimal performance for Reworld Media customers.

Improving advertising targeting for a quality experience through personalisation

By integrating First-id, Reworld MediaConnect is committed to improving advertising targeting across all its sites. This collaboration will ultimately make it possible to premiumise the sites, to personalise advertising targeting more intelligently and effectively, and to ensure that the ads offered to the audience are of high quality. By targeting ads more effectively, Reworld MediaConnect strives to create a more relevant and satisfying user experience.

Reinforcing a powerful DMP/CRM infrastructure with First-id

By combining a powerful Data Management Platform (DMP) and Customer Relationship Management (CRM) infrastructure with the integration of First-id, Reworld Media is now able to obtain a global view of its audiences. Maximising the group's performance-based activations via multiple levers based on sustainable first-party data enables the media group to meet the communication challenges of all its advertisers.

Reworld MediaConnect is firmly focused on the future of digital advertising, with an emphasis on the quality of the user experience and respect for privacy. This partnership with First-id represents a key step in this approach.

According to Marion Collombat, CRM and DATA Director at Reworld Media: "Anticipating the imminent end of third-party cookies and making an ID available to our customers is an essential step. Our aim is to provide them with ongoing access to the inventory of our 80-plus iconic brands. This will enable them to maintain their communications with all our consented audiences.

Valentine Weydert, Head of Customer Success & Development at First-id : "We're proud to be working with a media group like Reworld Media to consolidate its data and advertising strategy, making it more robust and efficient in a world without third-party cookies! It's also a fantastic opportunity for advertisers and agencies to be able to target, retarget and measure their future campaigns in cookie(third)less environments".

To read the full article on the Union Des Marques website, click here

The collaboration between Weborama and First-ID aims to provide the advertising market with an innovative offering based on the power of Weborama's semantic contextual targeting combined with First-ID deterministic identification. It will enable advertisers to run retargeting campaigns in a 100% cookieless environment, with media brands equipped with First-ID technology.

As part of its commitment to innovation and preparation for the future of digital advertising, Weborama, the world leader in targeted advertising without third-party cookies thanks to its semantic AI, announces a strategic partnership with First-ID to offer an unprecedented advertising targeting solution, in response to the disappearance of third-party cookies.

This partnership is a founding alliance for the future of digital advertising, and marks the start of a new era in advertising activation.

It combines the power of contextual advertising with the precision of deterministic identifiers to enhance the value of publishers' cookieless inventories, while meeting the complex challenges of acquisition campaigns.

This partnership will initially cover the EMEA region, with campaigns already underway in the banking, insurance and retail sectors.

Overall, three major use cases are covered:

  • Pure acquisition: Weborama activates packaged First-ID segments for pure acquisition purposes.

  • Contextual retargeting: Weborama activates a 100% cookieless campaign by targeting the First-IDs of engaged (exposed or clickers) via its proprietary adserver. These are then subject to media retargeting scenarios to increase the campaign's final results.

  • On-site retargeting: Weborama activates campaigns based on visitors to advertisers' sites identified by First-ID.

"This joint offering includes the precision of Weborama contextual targeting and the creation of customized segments for campaigns, contextual retargeting, as well as valuable insights into the people exposed to the campaign, activatable for in-depth analysis. The aim is to forge further partnerships with other unique identifiers, reinforcing the power of contextual targeting in digital advertising."

Mykim CHIKLI, CEO of Weborama

"We're delighted to be moving forward with Weborama to continue bringing media brands and advertisers together in a world without third-party cookies. One more opportunity to show that a cross-domain first-party identifier is a complementary alternative to contextual and cookieless solutions."

David Folgueira, CEO et co fondateur of First-ID


First-ID is a cross-domain first-party cookie creation protocol deployed on more than 85 sites from 11 different media groups, enabling :

  • Coverage of 80% of French monthly UVs

  • A 65% increase in data-available consensual inventory, thanks to compatibility with cookie(third)less browsers

  • Find audiences all along their browsing path, on all browsers (even Safari and Firefox)

About WEBORAMA, The Data Intelligence Platform

Weborama offers cutting-edge consumer insight solutions based on highly reliable and scalable semantic analysis technology, enabling companies to generate growth while streamlining their marketing costs. Based on semantic AI, Weborama offers a combination of technologies, data and expertise.

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