By offering its customers the option of using First-id as the key to reconciling their first-party data, Weborama is confirming its strategy of interoperability with alternative solutions, and reinforcing its position as a robust and innovative player in an advertising and ad tech market that continues to grow in complexity.
As a market-leading ad tech, Weborama has chosen to integrate First-id into its Data Intelligence Platform, complementing existing signals such as first-party cookies (non-cross-domain), third-party cookies, emails, universal IDs and PII (Personally Identifiable Information). An operational response to a growing need: integrates a combination of complementary targeting and measurement solutions.
There is no single solution that completely replaces third-party cookies (cross-domain) or goes beyond them (cross-device, sovereignty...). It is the creation of an interoperable and universal technological stack that will enable advertisers and publishers to enrich their first-party data, target their marketing and media campaigns precisely and broadly, and measure their performance.
This interoperability approach positions Weborama and First-id as strategic partners of choice to meet the challenges of :
- Building anonymous consented audiences (First-id) using a Customer Data Platform - CDP - (Weborama)
- Activation of cookieless campaigns in ad serving tools - WAM - (Weborama), with First-id as a complementary performance lever to the semantic AI solutions of Weborama's trading desk, which has already proved its worth on numerous campaigns; most recently for Cofidis, which increased its number of leads (by 55%) and lowered its acquisition costs (by 65%)
- Secure exchanges using a Data Clean Room - DCR - (Weborama), with a robust reconciliation / matching key for first-party data (First-id)
- Insights for modelling activatable audiences (Weborama), with a complementary identifier to the signals already available, to maximise the pool of audited data pool (First-id)
"We are proud to have been chosen by Weborama as its first strategic partner for alternative first-party identification. Integrating First-id into Weborama's full range of tools and services enables us to offer our joint customers a fast and efficient solution to their 360° data and media challenges, through just two intermediaries." - Valentine Weydert, chief growth officer, First-id.
This partnership is part of a unified technological approach, enabling advertisers and publishers who are customers of Weborama and First-id to realise a strong technological promise: simply and quickly activate alternatives to third-party cookies and emails to overcome the limitations imposed by browsers, while complying with regulations on the protection of personal data.
"Thanks to the integration of First-id within our technological solutions, we offer our customers the means to enrich their customer knowledge, improve their targeting, and enhance the value of their first-party audiences. This enables them to measure and verify the impact of their marketing and media activities with greater precision." - Antoine Bsaibes, head of tech & services at Weborama.