As third-party cookies are being phased out, Jacadi, the first advertiser to integrate First-id via its CMP Axeptio, conducted a comparative study with R-Advertising to measure the impact of this solution on advertising performance. The AB test compared First-id against traditional pixel-based retargeting. 

A rigorous methodology for precise analysis: While third-party coThe AB test was conducted over two months with two display retargeting campaigns: one using traditional pixel-based tracking and the other leveraging First-id to retarget consenting visitors. Both campaigns ran across more than 200 premium French websites, using identical ad formats (120x600, 160x600, 300x250, 300x600, 728x90) to ensure a fair comparison.okies limit reach on Safari and Firefox, First-id ensures effective and privacy-friendly targeting. By leveraging a premium network, this technology guarantees: 

The analysis focused on four key performance indicators: 

• Conversion rate (CVR) performance 
• Quality of redirected traffic (bounce rate reduction) 
• Impact on average order value (AOV) 
• Audience reach on cookie-restricted environments (Safari, Firefox)

Significant results in favour of First-id 

Data analysis revealed a clear performance improvement with First-id: 

+43% increase in conversion rate (CVR), demonstrating a stronger ability to turn visitors into buyers. 

+21.8% increase in average order value (AOV), reflecting better audience targeting and engagement. 

60% reduction in bounce rate, indicating a better match between ads and user expectations. 

22% of total sales generated on Safari, 73% of which came from mobile devices, proving First-id’s ability to reach audiences otherwise inaccessible via third-party cookies.

Key insights and future perspectives: The study also highlighted that First-id performs particularly well in environments where traditional tracking is limited. However, integration requires strategic adjustments, particularly in media buying and bid optimisation (CPC management). This shift towards cookieless targeting is an essential evolution in digital advertising. 

A strategic lever for the future of retargeting: By utilising a first-party, deterministic identifier, First-id stands out as a strong alternative to third-party cookies. Its integration via Axeptio ensures compliance with regulatory requirements while optimising campaign performance. 

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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