First-id and Decentriq redefine the future of data collaboration for brands and publishers in France

There’s momentum across Europe to bring premium publishers back into the spotlight when it comes to reaching audiences online. Premium publishers have long-standing relationships with their readers and viewers — and a wealth of first-party data. Using this data as a basis for marketing efforts presents a few challenges: creating reach across multiple publishers and maintaining data privacy.

In France, we’re excited to partner with First-id, the leading French identification solution, to provide a new standard of data collaboration between advertisers and publishers that doesn’t 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, optimized data collaboration

In an ecosystem where data collaboration is becoming crucial to understanding consumer behavior 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 Decentriq’s data clean rooms guarantee end-to-end first-party data confidentiality.

Laboratoires Pierre Fabre matches data across publishers for deeper audience insights

Laboratoires Pierre Fabre, a pharmaceutical and dermo-cosmetics group, and media groups Reworld Media, Media Figaro, and Groupe Marie-Claire, were the first to benefit from this new approach. Here's how the solution works in four concrete steps:

1. Identification of consenting audiences with First-id 
2. Audience modeling in stakeholders' CDP and DMP tools
3. Secure data transmission to a Decentriq data clean room
4. Analysis of insights based on matched First-ids

By analyzing 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 behaviors and preferences, despite initial fears that the two brands would cannibalize each other’s 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.”

The resulting audiences can be activated by Pierre Fabre's media agency, Publicis, to optimize the performance of advertising campaigns:

“From a strategic point of view, these insights will help us to optimize all our processes: first, by informing and optimizing creative strategy, and second, media planning without the risk of campaign cannibalization,” says Juliette Tezenas du Montcel, Lead Data Strategist at Publicis Media France. “From an operational point of view, we now have ready-to-use audiences to address in display on an enriched and refined target, with no reach limit”.

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.

First-id: Precise and powerful 1st party data reconciliation

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. 

Founded in August 2022 in Paris, First-id supports more than 250 media brands and advertisers, in France and abroad, with their data (identification and reconciliation) and media (targeting and measurement) challenges. First-id is interoperable with 40+ AdTech and MarTech tools, offering its customers total control from creation to activation of their first-party data. 

Read more about First-id on their website.