Decentriq, the European leader in secure data clean rooms, and First-id, an identification expert, announce a strategic partnership to democratize a new standard of data collaboration between advertisers and publishers, free from reliance on emails or third-party cookies. By placing confidentiality and security at the heart of innovation, this partnership has already enabled Pierre Fabre Laboratories to collaborate with four media groups (including Reworld Media, Marie-Claire Group, and Media Figaro) on 1st party data to enhance their customer knowledge and refine their target segments activated by Publicis Media.
The Challenge Overcome: Securing and Optimizing Data Collaboration
In an ecosystem where data collaboration becomes crucial to understand consumer behavior and refine advertising campaigns, the Decentriq-First-id alliance offers an unprecedented solution. This pioneering partnership in France provides brands and media total sovereignty over their 1st 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 the publishers within Decentriq’s secure data clean rooms, this partnership creates business value for both brands and publishers:
- Democratization of strategic insights
- Improvement of targeting
- Enhancement of publishers’ first-party audiences
- Campaign measurement and audience verification
This partnership is unique as it allows the bypassing of hashed emails or third-party cookies through First-id’s technology and ensures end-to-end confidentiality of 1st party data with Decentriq’s technology.
Experience Feedback from Pierre Fabre Laboratories, A Case Study
Pierre Fabre Laboratories, a pharmaceutical and dermo-cosmetic group, and the media groups, were the first to benefit from this innovative approach. Specifically, here is how the solution is structured in 4 steps:
- Identification of consented audiences with First-id
- Modeling audiences in the CDP and DMP tools of the stakeholders.
- Secure transmission of data in Decentriq’s Data Clean Room.
- Analysis of insights based on the matched First-ids
Thanks to the analysis of the media groups’ 1st party data, Pierre Fabre Laboratories gained exclusive insights into the consumer audiences of its brands Avène and Aderma. The results reveal distinct behaviors and preferences despite the initial fear of cannibalization, thus allowing for the refinement of marketing targets.
Anne Dorine Laclau – Global Head of Media, Influence, and CRM – Pierre Fabre Laboratories: “This partnership with Decentiq allows us to go further in using the First ID solution by incorporating an insights component to serve our content strategies and targeting and opens the door to strategies for enriching our CRM databases. The simplicity of implementation and the resulting secure environment are undeniable advantages of this partnership.”
These targets can be activated by the media agency of Pierre Fabre Laboratories, Publicis, to optimize the performance of advertising campaigns.
Juliette Tezenas du Montcel, Lead Data Strategist, Publicis Media France:
“From a strategic perspective, these insights will allow us to optimize all our processes: (1) calibrating the creative message, and (2) media planning without the risk of cannibalizing campaigns. From an operational standpoint, we now have ready-to-use audiences to address in display on an enriched and refined target, without reach limitations.”
Together, Decentriq and First-id pave the way for a new era of secure data collaboration in Europe, where sovereignty, confidentiality, and efficiency converge to offer brands and publishers unprecedented opportunities.