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As part of the announced end to third-party cookies, Lagardère Publicité News, the Lagardère Group's advertising network, is announcing the effective deployment of First.ID technology, the 1st solution on the market to provide a deterministic cross-publisher identifier for the entire agreed audience.

Based on innovative server requests, the First.ID solution enables publishers to :

  • access their cross-site audiences in their DMPs, for advertising and personalisation purposes;

  • target all Internet users on all browsers, including Safari and Firefox;

  • benefit from higher revenues on cookieless inventory thanks to improved identification and compatibility with Open RTB, Prebid and Google PPID in particular.

The First.ID identifier is now available on the websites of the Group's flagship brands: Europe 1, Paris Match and Le Journal du Dimanche, and can already be activated by the market.

The addition of these new brands means that First.ID can now recognise more than 80% of French Internet users in the 15+ age group, and more than 89% of those aged 25-49 and over, while strictly complying with the requirements for consent and protection of personal data set out in the RGPD and its application in France.

"We're delighted to be able to make First.ID's unique ID innovation available to our customers on our sites. We are thus giving them back access to all our consented audiences for their advertising. With just a few months to go before the mass disappearance of third-party cookies, which are still widely used in the advertising market today, the opportunity offered to recover the value of all our consented inventories is crucial in the current regulatory and technical context".

Laurent DAURON, Director of Digital Operations & Yield Management - Lagardère Publicité News.

"We are proud to support the Lagardère Publicité News teams in a world without third-party cookies. This partnership considerably increases the power of our cross-domain identification solution, and brings us even closer to the promise behind the First.ID project: to connect brands directly and support them in making the most of their first-party data."

David FOLGUEIRA, CEO & Cofondateur of First.ID.

Equativ and First-id join forces to help brands make the transition to a world without third-party cookies

The world of advertising is in a state of upheaval. With the announcement of the planned abolition of third-party cookies and the CNIL's requirement for targeted advertising consent, publishers are having to adopt more restrictive consent windows.

Against this backdrop, Equativ, an independent advertising monetisation platform, and First-id, a cross-publisher first-party identification solution, have formed a partnership to help publishers and advertisers better monetise their audiences in a post-cookie world.

The made-in-France alternative to third-party cookies

In anticipation of the new advertising era that is driving the digital market, First-id and Equativ are taking action to offer an alternative to the world without third-party cookies.

The collaboration between the two companies is based on shared values: putting French technology and know-how to work to help publishers and advertisers maximise their advertising revenues within the Open Web, and address their audiences on browsers that are already cookieless, without relying on the Walled Gardens.

Guaranteeing the effectiveness of targeted advertising

The unique ID generated by First-id is readable and usable in Equativ, both on the open auction side and on the curated deals side.

It enables the digital ecosystem working with Equativ to :

  • Restore visibility of advertising inventory that is already inaccessible

  • Be able to reach Internet users across all browsers

  • Enable advertisers and agencies to target advertising on a large scale.

"The collaboration with First-id reinforces our agnostic positioning, which sets us apart in the market in terms of advertising identity, and helps us to prepare publishers and advertisers now for a world without cookies," explains Véronique Pican, Managing Director France at Equativ.

"We share with Equativ the desire to offer effective alternatives without third-party cookies. Our shared ambition is to maintain funding for the Open Web by offering the market the possibility of using effective targeting solutions that respect privacy", comments David Folgueira, CEO and co-founder of First-id.

First-ID, an innovative solution based on first-party cookies.

Faced with the imminent disappearance of third-party cookies, many players - be they media, e-tailers or advertisers - are re-evaluating their advertising strategy, and aims to help them do just that.

While the current model based on third-party cookies does nothing to enhance the value of content creators, with the solution, publishers can regain control of their inventory thanks to a cross-publisher 1st Party cookie that works across all browsers (Chrome, Safari, Firefox, etc.) and all environments.

First-id's ambition is to put publishers back at the heart of the digital ecosystem by helping advertisers and agencies to easily identify their customers on media brands, and thus support the creation of quality content. The company was founded by David FOLGUEIRA, who has acquired solid experience within major media groups such as 20 minutes, the Le Figaro group, the Le Monde group and the Prisma Media group.

How does work? With, site owners can create and store an identifier associated with each user who has given their consent, while complying with the RPGD. This identifier is pseudonymised, which means that it is impossible to know who the user is, but it is possible to track them as they navigate between different sites.

It is important to note that publishers do not share browsing information with other publishers who do not belong to their group. The two main use cases for are optimising first-party data, whether for content personalisation or advertising purposes, and connecting brands and publishers.

For more information on the solution: *First-party cookie: The first-party cookie (or internal cookie) is a cookie associated with the domain name of the page on which the marker code used to audit a site is placed.

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