Equativ, the leading independent digital advertising platform, has signed an exclusive partnership with First-id, the leading first-party identification solution.

This development is part of a wider initiative to facilitate the integration of identifiers from various providers, offering advertisers a wider choice of alternatives to third-party cookies for audience targeting on inventory. This integration will also enable users of the curation platform to calculate the frequency capping of their campaigns in a completely cookieless way.

A leading partnership to facilitate media optimisation: This partnership strengthens Equativ's cookieless targeting capabilities and demonstrates once again its ability to collaborate with leading ID players. Equativ's self-service curation platform, Equativ Buyer Connect (EBC), is constantly being enriched with innovative functionalities, offering users a complete toolbox for creating, optimising, and industrialising their media buys, thereby maximising their performance.

The integration of First-id into EBC further simplifies the experience of media buyers, facilitating access to cookieless solutions while offering publishers greater visibility over their advertising inventory.

Preparing for a cookie-free world: Although the disappearance of cookies on Chrome is not yet fully effective, the transition to a cookie-free world is well under way. Today, more than half of all internet users are unidentifiable, a figure that is set to rise to 90% in the near future. To anticipate this change, agencies, data providers, and publishers need to adapt, which is what Equativ and First-id are doing by combining their expertise. All the uses covered by third-party cookies, such as targeting, retargeting, and frequency capping, are handled by First-id. Unlike third-party cookies, which were processed in silos, customers can improve their omnichannel strategy by identifying the same internet user across all distribution channels. 

"While a world without cookies will soon reshuffle the cards in the advertising world, forcing its players to find new tools to optimise the performance of their campaigns, we are helping them to prepare by extending the range of solutions offered by our platform. First-id is one of the market's ID references, so it was only natural that we should integrate this solution into our curation platform," explains Julien Mateos, programmatic partner director at Equativ.

"We are delighted with our partnership with Equativ, which will simplify access to audiences without third-party cookies, which are already absent from more than 40% of inventory, while taking advantage of the equivalent KPIs on Chrome. This collaboration is part of our drive to improve access to the inventories of major media groups by enabling media buyers to easily target and optimise their advertising campaigns." Cyril Genty COO and co-founder at First-id.

first-id

first-id is an identifier-based solution that aims to optimise the first-party data of its customers and facilitate their connection, in complete security, with their partners....

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