First-id
First-id is a privacy-first deterministic identity infrastructure for cookieless advertising.
Analyst Perspective
First-id is a French identity infrastructure start-up that provides a privacy-first, deterministic identifier for consenting users across sites, devices and browsers. Its platform is designed to help publishers, advertisers, agencies and adtech platforms reconcile first-party data, activate audiences and support measurement, attribution and frequency management without relying on third-party cookies or email logins. The company appears to monetise as a B2B software and API provider, integrating into existing adtech and martech stacks rather than operating as a media owner or agency. Its value proposition is based on GDPR-compliant pseudonymous identity, interoperability with programmatic and data platforms, and utility across web, in-app and CTV environments.
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Key insights about First-id
Category Differentiation
First-id is a B2B identity infrastructure provider for advertising and first-party data activation, not a consumer identity app or a general login and SSO vendor. It is closer to cookieless advertising identity providers than to broad CRM or CMP software companies.
First-id: About
First-id operates as a B2B identity and data activation software provider. It creates persistent pseudonymous identifiers for consenting users, then makes those identifiers available through platform and API integrations so customers can perform recognition, audience activation and measurement across channels. Value is created by improving addressability and attribution in environments where third-party cookies and email-based identity are constrained, while fitting into existing SSP, DSP, CDP and analytics workflows.
How First-id Works & Monetises
Business model analysis and core revenue streams
The company primarily appears to use SaaS and API-based monetisation. Commercial mechanics are likely based on platform licensing, contracted software access, and usage-linked pricing tied to domains, identified users, integrations or activation and measurement volumes. Revenue may also expand through enterprise integration work tied to programmatic, CDP and attribution use cases.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (First-id)
La Centrale transforme ses audiences anonymes en actifs CRM activables grâce à Numberly et First-id
La Centrale franchit une nouvelle étape dans la valorisation de ses audiences grâce à une collaboration innovante entre média, graph-id…
Read original sourcePrivacy-First Data Activation: Hachette Livre's Clean Room Success
Hachette Livre partnered with First-id and Decentriq to run privacy-preserving audience activations using data clean rooms, integrating First-id’s deterministic IDs with Decentriq’s confidential computing. The collaboration included French media groups Prisma Media, RMC BFM Ads, and Reworld Media to match first-party data and activate lookalike audiences across Hachette’s sites hachette.fr and larousse.fr and partner sites. Results show up to 43% audience match rates and +2.4x visits from activated audiences, with Safari performance up to 3.7x. Activation spanned Safari and Firefox through direct programmatic deals enabled by Equativ. Next steps aim to deliver closed-loop attribution to measure post-campaign uplift and conversions without third-party cookies, underscoring that privacy-safe collaboration can be scalable and effective, per executives from Hachette Livre, Reworld Media, and RMC BFM Ads.
Read original sourceFirst-id and Implcit Unite for Enhanced Ad Targeting
Implcit, an advertising statistics and AI specialist, and First-id, a deterministic identification provider, announce a strategic alliance that combines First-id's deterministic ID deployed across 200+ premium publishers with Implcit's predictive capabilities based on Médiamétrie's internet panel. The partnership aims to help advertisers reach the right audiences across devices and environments while upholding privacy and performance. Key capabilities include qualifying over 47 million internet users in France (including cookieless sessions), access to a catalog of 180 segments, and the ability to create tailor-made segments within 24 hours. Distribution spans more than 200 premium domains with controls over formats and contexts, available via standard purchasing tools or a full managed service. A practical proof point comes from an Easter campaign for Intermarché conducted with Zenith, where several million First-id identifiers were qualified for targets such as families with children and deal seekers, illustrating improved targeting and privacy compliance amid fragmentation.
Read original sourceFirst-id: Frequently Asked Questions
What is First-id?
First-id is a French B2B identity infrastructure platform that generates deterministic, pseudonymous identifiers for consenting users across devices and environments.
Who uses First-id?
Its users are publishers, advertisers, agencies and adtech platforms that need privacy-safe audience recognition, activation and measurement.
How does First-id make money?
It appears to monetise through software licensing and API-based identity infrastructure, potentially with usage-linked pricing tied to activation or identification volumes.
Company Facts
- Founded
- 2022
- Headquarters
- 5 Avenue Jean Monnet, 92130 Issy‑les‑Moulineaux, France
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- first-id.fr