On January 30, David Folgueira, CEO & co-founder of First-id, and Javier Plana, First-id’s collaborator in Spain, spoke at the #PMAddressability25 event organized by Programmatic Spain. Their presentation highlighted the challenges of advertising addressability and the importance of a common language in the digital ecosystem.
Using a powerful analogy, they compared third-party cookies and first-party cookies to the different languages spoken worldwide. In an increasingly fragmented environment, adopting a universal and interoperable identification system becomes crucial—or, as Javier Plana put it, “we should all speak English.”
In this context, First-id emerges as a key solution. Launched in August 2022, this deterministic ID is now the most widely deployed in France, with 92% of publishing groups having already adopted at least one ID.
Key takeaways from the event included:
👉 The growing importance of IDs across the entire advertising chain
👉 The significance of data alliances between advertisers and publishers
👉 The rising role of AI, which will require intelligent and unified data activation