First-ID

First-ID, a privately owned company headquartered in France, specializes in data, targeting, and identity solutions. Founded in 2022 with approximately 10 employees, the company addresses the challenges publishers face due to the announced end of third-party cookies and existing advertising revenue losses on Safari and Firefox environments. First-ID provides a solution to enhance the value of publisher audiences, moving beyond the limitations of third-party cookie models. Its core offering is a cross-publisher 1st party cookie designed to function across all browsers (Chrome, Safari, Firefox, etc.) and environments, enabling publishers to regain control of their inventory. The solution has been tested on brands from the Prisma Media group and Cerise Media, demonstrating capabilities that include an increase in revenue from cookieless inventories through improved identification. It makes 100% of the audience cross-site addressable in the publisher's DMP for both advertising and personalization, and enables publisher campaigns using their own data to target all internet users, including those on Safari and Firefox. First-ID aims to position publishers centrally within the digital ecosystem by facilitating advertiser and agency customer identification on media brands, thereby supporting quality content creation.