The goal
First-id and Microsoft Advertising collaborate to create a programmatic advertising solution that protects privacy and enables addressability, without relying on third-party cookies. The French company, in partnership with Microsoft Advertising, wanted to help buyers achieve their campaign objectives easily and on any browser, including Safari and Firefox, which have abandoned the use of “traditional identifiers”. The aim was to offer a universal solution that would respect users’ choices.
The solution
The approach uses the Microsoft Monetize Publisher Provided ID (PPID) functionality and the Microsoft Curate platform to combine proprietary publisher data with the powerful First-id identifier. These two signals enable privacy-compliant addressability for inventory that previously could not be processed. The result is a more relevant and attentive user experience. This solution offers an alternative identifier that respects confidentiality and user choice, in compliance with current regulations. The use of PPID enables access to the identifier to be controlled, so that it can only be used by authenticated and reliable partners.