The Decentriq confidential data collaboration platform has joined forces with First-id, a solution for creating anonymous first-party deterministic identifiers, to develop a new standard for data collaboration between advertisers and publishers, ‘without dependence on third-party emails or cookies’, say the partners. In practice, this will enable brands to match their first-id audiences with those of publishers in Decentriq’s secure data clean rooms. In terms of benefits, the two companies point to the democratisation of strategic insights, improved targeting, the enhancement of first-party publisher audiences, as well as campaign measurement and audience verification. Laboratoires Pierre Fabre, a pharmaceutical and dermo-cosmetics group, with Reworld Media, Groupe Marie-Claire and Média Figaro inaugurated the offer with Publicis Media. ‘Thanks to the analysis of the media groups’ 1st party data, Laboratoires Pierre Fabre has been able to obtain exclusive insights into consumer audiences for its Avène and Aderma brands. The results reveal distinct behaviours and preferences, despite initial fears of cannibalisation, enabling the company to fine-tune its marketing targets’, says a press release.
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