Equativ, an independent advertising monetisation platform, and first-id, a cross-publisher first-party identification solution, have entered into a partnership to help publishers and advertisers better monetise their audience in a post-cookie world.
The alternative to third-party cookies - In anticipation of this new advertising era that is energising the digital market, first-id and Equativ are taking action to offer an alternative to the world without third-party cookies.
Indeed, the collaboration between the two companies is based on common values: putting French technology and know-how to help publishers and advertisers to maximise their advertising revenues within the Open Web, and to address their audiences on already cookieless browsers, without depending on walled gardens.
Ensuring the effectiveness of targeted advertising - The unique ID generated by first-id is readable and usable in Equativ, both on the open auction part and on the part of the curated deal.
It allows the digital ecosystem that works with Equativ to:
● Restore view of already inaccessible advertising inventories
● Be able to address Internet users, on all browsers
● Allow advertisers and agencies to do large-scale advertising targeting.
“The collaboration with first-id strengthens our agnostic positioning which sets us apart in the market in terms of advertising identity and helps us prepare publishers and advertisers now for the world without cookies.”, specifies Véronique Pican, managing director France at Equativ.
“We share with Equativ the desire to now offer effective alternatives without third-party cookies. Our common ambition is to keep the financing of the Open Web by offering the market the possibility of using effective targeting solutions that respect privacy”, comments David Folgueira, CEO and co-founder of first-id.