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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.




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