First-id is a solution for creating deterministic, anonymous, first-party identifiers that enables brands — both media and advertisers — to identify and reconcile all their consented internet users, on all partner sites, regardless of the browser or device used. In France, Decentriq is excited to partner with First-id, to provide a new standard of data collaboration between advertisers and publishers that doesnʼt depend on third-party emails or cookies.
With confidentiality and security at its core, this partnership has already enabled Laboratoires Pierre Fabre to collaborate across three major media groups (Reworld Media, Groupe Marie-Claire, and Média Figaro) on first-party data to enrich their customer knowledge and refine their target segments, activated by Publicis Media.
A new standard for secure, optimised data collaboration:
In an ecosystem where data collaboration is becoming crucial to understanding consumer behaviour and fine-tuning advertising campaigns, the Decentriq-First-id alliance is breaking new ground in France. This pioneering partnership gives brands and publishers total sovereignty over their first-party data, while reinforcing publishers' position as essential partners in the post-cookie era. By enabling brands to match their First-id audiences with those of publishers within Decentriq's secure data clean rooms, this partnership creates business value for brands and publishers alike. Benefits include:
● Access to new strategic insights
● More effective targeting
● Enhancing the value of first-party audiences
● Campaign measurement and audience verification
This partnership is unique in that it eliminates the need for hashed emails or third-party cookies, while protecting data privacy. First-id's technology provides an independent, cross-publisher identifier, and Decentriqʼs data clean rooms guarantee end-to-end first-party data confidentiality.
By analysing their first-party data together with that of the media groups, Laboratoires Pierre Fabre was able to gain exclusive insights into consumer audiences for its Avène and Aderma brands. The results revealed distinct behaviours and preferences, despite initial fears that the two brands would cannibalise each otherʼs audiences. This gave the company the necessary input to refine its marketing targets.
"This partnership with Decentiq enables us to take the First ID solution a step further," says Anne Dorine Laclau, global head of media, Influence, and CRM at Laboratoires Pierre Fabre. "By integrating an insights component, it supports our content and targeting strategies, and it opens the door to strategies for enriching our CRM databases. For us, the simplicity of implementation and the secure environment are undeniable advantages."
Together, Decentriq and First-id are paving the way for a new era of secure data collaboration in Europe, where sovereignty, confidentiality, and efficiency come together to offer brands and publishers unprecedented opportunities.