PRISA Media Partners with First-id to Advance the Cookie-Free Environment

In a digital environment that is rapidly moving towards an era without third-party cookies, PRISA Media is positioning itself at the forefront of advertising innovation by launching a proof of concept with First-id, the first-party identification solution that is changing the French market.

This strategic collaboration marks an important milestone for PRISA Media, as it integrates First-id technology with PRISA ID, its own meticulously developed framework based on four fundamental pillars: unifying data across all points of contact with its users; working with identity graphs to deeply understand your readers and listeners; activating audience information to personalise content and advertising; and exploring new digital businesses.

The proof of concept with First-id promises not only to enhance PRISA Media's ability to offer advertisers access to authenticated and segmented audiences, but also to strengthen its value proposition in the advertising market, enabling more effective reach and deeper engagement with content.

Jose Gutiérrez Cuellar, director of solutions, digital & technology at PRISA Media, underlines the importance of this alliance: "By integrating First-id into our PRISA ID ecosystem, we are not only taking cookie-free solutions to the next level, we are also expanding the possibilities for interacting with our audience and offering our business partners richer information and more precise targeting opportunities.”

David Folgueira, CEO of First-id , comments: "We are delighted to support PRISA Media in this important step towards redefining digital advertising. Our technology will enable PRISA Media to not only maintain, but also increase its relevance in an increasingly privacy-conscious environment."

The collaboration will enable PRISA Media to:

• Cross-site audience access: by integrating First-id, PRISA Media will be able to maintain traceability across its headers, gaining a complete picture of its audience's content consumption. From an advertising point of view, this translates into improved campaign accuracy and visibility.
• Improve distribution across browsers: the partnership will ensure better distribution across all browsers, including Safari and Firefox, through the use of an identifier based on first-party data, which is essential for a resilient and adaptive advertising strategy.
• Increase the value of your inventory without cookies: PRISA Media will benefit from increased value from its cookie-free inventory. More accurate identification and compatibility with platforms such as open RTB, prebid and Google PPID will ensure effective monetisation in a cookie-free environment.

With this proof of concept, PRISA Media is not only preparing for a future without cookies, but is also reaffirming its move towards digital advertising that is more respectful of privacy and effective in its reach.

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