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Lagardère Publicité News integrates the First.ID unique identification solution.

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.




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