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The CMI France group integrates the First.id identification solution

The announced end of third-party cookies is prompting many publishers to rethink their advertising strategy. At present - even before future Chrome developments - publishers are already losing up to half their advertising revenues on the Safari and Firefox environments..


A few weeks after announcing the deployment of the Webedia, Unify and Prisma Media groups, it's now CMI France will be implementing the deterministic cross-publisher identification solution.


First-id's innovative approach, based on server requests rather than logged audiences, enables publishers to:

  • Have cross-site audiences available in their DMPs, for advertising and personalization purposes.

  • Increase revenues from cookie third less inventory, thanks to improved identification and compatibility with Open RTB, Prebid and Google PPID.

  • Target Internet users on all browsers, including Safari and Firefox.


First-id will be available in the coming weeks on new brands such as Elle, Version Femina, Public, Télé 7 jours, Marianne, Le Guide du Routard and Ici Paris.


Present on more than 40 brands, First-id will cover more than 75% of French Internet users in the 15+ target group, and more than 83% of 25-49 year-olds CSP+, while strictly complying with the consent and personal data protection imperatives erected by the RGPD and its application in France.


Priya Saint Olive – Chief Data & Digital Operations Officer, CMI France:


"We're delighted to be joining the First-id adventure. The virtue of this model is that it enables us to immediately recover value from our inventories, a significant advantage in the race for "privacy safe" identity that awaits us in 2023".


David Folgueira – CEO, First-id:


"CMI France's teams are at the forefront of all AdTech topics and we're proud to support them on an essential issue for our industry."

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