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."