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    • Jun 13, 2023
    • 2 min read

Equativ and First-id join forces

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.




    • Apr 4, 2023
    • 2 min read

First ID - The first 100% French cross-publisher 1st party identification solution

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 First.id 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 first.id 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 first.id work? With first.id, 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 first.id are optimising first-party data, whether for content personalisation or advertising purposes, and connecting brands and publishers.

For more information on the first.id solution: first-id.fr *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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