First-id vs netID

ArcSpan accélère la monétisation des audiences des éditeurs français grâce à l’intégration native de First-id

Les éditeurs équipés de First-id peuvent désormais créer, analyser, valoriser et activer leurs audiences dans ArcSpan AMS, sans développement supplémentaire.

First-id annonce de nouveaux partenariats et intégrations

First-id a publié plusieurs annonces récentes, notamment l'intégration native avec ArcSpan pour la monétisation des audiences, un partenariat avec Commanders Act pour le contrôle de l'identité marketing, et l'extension de l'offre CTV de Stamp. Ces annonces s'ajoutent à une série d'autres mises à jour de partenariats et d'intégrations.

ArcSpan Integrates First-id for Persistent Cookieless Publisher Identity

ArcSpan, an AI-powered audience monetization platform for premium publishers, announced a native integration with First-id, a persistent, deterministic identity solution adopted by over 35,000 media and advertiser sites across 101 countries. This integration allows publishers using First-id to resolve audience signals within ArcSpan AMS without custom integrations. Publishers can build, analyze, and activate first-party audiences across direct, programmatic, and data collaboration channels. The combined solution addresses the challenge of fragmented user identities by providing a persistent identifier that works without third-party cookies or logins, enabling improved audience continuity, deduplicated reach, and enhanced monetization opportunities. The integration is live and available to existing customers, supporting ArcSpan's expansion across EMEA.

• ArcSpan announced a native integration with First-id on September 21, 2026.
• First-id is a persistent, deterministic identity solution adopted by more than 35,000 media and advertiser sites in 101 countries.
• The integration enables publishers to resolve audience signals against the First-id identifier within ArcSpan AMS.

European netID Exec Discusses Deterministic IDs and AI's Impact

In an interview, Daniel Dagehus, CTPO of the European netID Foundation, discusses the evolving role of deterministic identifiers in the open web. He argues that while AI and probabilistic models are useful for planning and simulation, deterministic IDs remain essential for campaign activation and delivery to real people across devices. netID has integrated with major ad tech platforms, including The Trade Desk, enabling advertisers to target deterministic segments. Dagehus emphasizes the importance of publisher login relationships to maintain direct user contact and independence from tech providers, especially as AI chatbots change the customer journey. He also highlights FedCM as a standard that can simplify logins and support publisher strategies for direct audience relationships.

• Daniel Dagehus is CTPO of the European netID Foundation.
• netID has integrated with The Trade Desk, allowing booking of netID and Utiq segments in its Data Marketplace.
• netID is a deterministic identifier tied to user accounts and email addresses, providing cross-device identity.

Window for Open-Web ID Push Is Shrinking

Commentary by Klaus Janke (Horizont) warns that the time to deploy deterministic identity solutions in the open web is running out. The article argues that practical adoption of deterministic identifiers such as NetID and Utiq is necessary for the open web to preserve reach and to sustain quality journalism as a pillar of democratic public life. The piece frames the issue as urgent: without widespread implementation of shared identifiers, publishers and the open web risk declining monetization and audience measurement capabilities.

• Opinion piece authored by Klaus Janke published on 2026-08-19.
• The article calls for practical deployment of deterministic identifiers such as NetID and Utiq for the open web.
• The author links adoption of identity solutions to preserving reach for publishers and sustaining quality journalism.