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First-id in 4 questions

Following Google's confirmation that it will do away with third-party cookies on Chrome in mid-2024, what impact will this have on brands?


All other browsers (Safari, Firefox, Brave, Samsung, etc.) have either deleted or altered third-party cookies. A brand that wants to communicate with specific Internet users is already missing out on 25 million French people on the open web who are not on Chrome.

We have created First-ID so that brands can optimise their first-party data and activate it without relying on third-party cookies and social networks. As of today, First-id offers an incremental reach of +65%, enabling brands to address their users on Safari in particular.

The strong take-up by publishers (10 media groups have connected to the solution) means that brands can now reach over 80% of French web users, far more than with third-party cookies. This is a way of mitigating the consequences of the imminent total disappearance of third-party cookies, while at the same time encouraging the diversification of media plans.

First-ID is a solution that enables brands to move towards a world without third-party cookies.


What can a brand do to optimise its first-party data?


The end of third-party cookies will reshuffle the deck by putting brands' first-party data back in the spotlight.

The problem is that without third-party cookies, how do you know that a web user visiting several sites is the same one each time?

First-ID provides a solution that is both precise and powerful, enabling a group to unify the data from all its sites around a common ID that is present on all browsers. A way of reconciling browsing and CRM data without having to go through email onboarding.


What about activation and insights?


First-id is a cross-domain solution, which means that the same anonymous identifier can be attached to the same Internet user, regardless of the browser or device used, throughout their browsing experience.

This will enable brands to find their audiences on all First-id partner media sites and to get to know them better using tools such as data clean rooms, which can be used to enrich profiles already stamped with a unique identifier.


Is First-ID privacy by design, for publishers, Internet users and legislators alike?


First-ID gives sovereignty back to its partners. The website controls the creation and transfer of the first-party cookie. It is the sole owner of the first-party cookie associated with the First-id identifier and of any personal or browsing data that may be linked to it.


With regard to Internet users, the identifier number is anonymous and random, i.e. it cannot be used to deduce the identity of the Internet user who is behind it. To ensure that our solution is fully compliant, we have also built a global opt-out management gateway enabling Internet users to send a request for the definitive deletion of their identifiers from any First-id partner website.


As far as the legislator is concerned, there are 2 notable points:

  • The use of the identifier is based on the rule of explicit consent. The entire mechanism is clearly set out in the CMP and the cookie policy.

  • The use of a single first cookie set by the site owner is clearly preferable to dozens of third-party cookies without necessarily knowing the vendor setting them.

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