FreeWheel, the global technology platform for the television advertising industry, announced the expansion of its compatibility with ID solution providers, including First-id. The move is part of a wider initiative to facilitate the integration of IDs from multiple providers, offering advertisers a wider range of alternatives to third-party cookies for audience targeting on premium video and CTV inventory, both in France and across Europe.
The transmission of universal identifiers across the ecosystem is essential for accurate segmentation, targeting, and user tracking, ensuring that advertising campaigns reach the right audiences with relevant messages. By expanding its ID transmission capabilities, FreeWheel aims to strengthen its role as a connector in the CTV ecosystem, while offering simple, unified, and interoperable solutions to channels, video streaming services, and advertisers. One example is the unique First-id identifier, applicable across all sites for the same viewer, which can now be transmitted to DSPs via bid requests sent by the FreeWheel platform.
“Our industry is moving towards a future without cookies. By integrating alternatives to third-party cookies, FreeWheel is meeting the needs of both premium video channels and services, and advertisers. A good example of this is First-id, which has established itself as a strong identification solution, adopted by leading media in France and Europe. We are very pleased to bring to the market more reliable alternatives for activating, controlling the frequency, and measuring the performance of digital video campaigns,” says Nicolas Mignot, VP publisher, sales & strategy at FreeWheel.
“First-id is a deterministic identification solution based on first-party cookies, which works seamlessly across different sites and devices. It supports all the use cases previously covered by third-party cookies, such as audience targeting, programmatic deal management, retargeting, ad exposure frequency control, and measurement. First-id's integration with FreeWheel enables channels and streaming services to strengthen their omnichannel strategies by identifying the same user across all distribution channels. Adopted by 23 media groups as well as e-tailers and advertisers in France and Europe, First-id now reaches 47 million internet users in France. This means that advertisers can reach 85% of their target audience using high-quality first-party data. The adoption of our solution by the market bears witness to the strength of our proposition. We are very proud of the integration of our solution with FreeWheel, a major player in premium video advertising in France, Europe, and worldwide,” says Cyril Genty, director of operations at First-id.