The collaboration between Weborama and First-ID aims to provide the advertising market with an innovative offering, combining the power of Weborama’s semantic contextual targeting with First-ID’s deterministic identification. This partnership enables advertisers to conduct retargeting campaigns in a 100% cookieless environment, targeting media brands equipped with First-ID technology.
In line with its commitment to innovation and preparing for the future of digital advertising, Weborama, a global leader in cookieless third-party ad targeting using its semantic AI, announces a strategic partnership with First-ID to offer an unprecedented advertising targeting solution in response to the phasing out of third-party cookies.
This partnership is a pioneering alliance for the future of digital advertising and marks the beginning of a new era in the field of ad activation. It combines the power of contextual targeting with the precision of deterministic identifiers to leverage publisher’s cookieless inventories while addressing the complex challenges of acquisition campaigns.
This partnership will initially cover the EMEA region, with campaigns already underway in the banking, insurance, and retail sectors.
Overall, three major use cases are covered:
- Pure Acquisition: Weborama activates First-ID segments for pure acquisition purposes.
- Contextual Retargeting: Weborama initiates a 100% cookieless campaign by targeting engaged users’ First-IDs (exposed or clickers) through its proprietary ad server. These users undergo media retargeting scenarios to improve campaign final results.
- On-Site Retargeting: Weborama runs campaigns based on site visitors identified by First-ID.
« The joint offering by Weborama and First-ID encompasses the precision of Weborama’s contextual targeting, the creation of custom segments for campaigns, contextual retargeting, all operated by Weborama experts, along with valuable insights into the people exposed to the campaign for in-depth analysis. The long-term goal of this collaboration is to establish further partnerships with unique identifiers, thereby strengthening the power of contextual targeting in the digital advertising industry. »
Mykim CHIKLI, CEO EMEA, Weborama
“ »For us, this bundle is an opportunity to provide our media partners with a lever for innovation and leveraging their first-party data. We are delighted to work with Weborama to continue bringing media brands and advertisers closer in a world without third-party cookies. It’s another opportunity to demonstrate that a first-party cross-domain identifier is a complementary alternative to contextual and cookieless solutions.«
David Folgueira, CEO, and Co-Founder of First-ID
First-ID is a first-party cross-domain cookie creation protocol deployed on over 85 sites belonging to 11 different media groups, allowing for:
- Coverage of 80% of French unique visitors per month.
- An increase of consented inventory available as data by +65%, thanks to compatibility with cookie(third)less browsers.
- The ability to track audiences throughout their browsing journeys on all browsers, including Safari and Firefox.
ABOUT WEBORAMA, The Data Intelligence Platform
Focused on managing and leveraging customer data, Weborama has developed and connected a range of technologies (including semantic and behavioral AI, data lakes, data clean rooms, data science, insights, etc.) that enable advertisers, agencies, and publishers to acquire, retain, and leverage their audiences. They activate targeted, consistent, and relevant ads in the new cookieless, IDless, and multi-device landscape. Weborama operates in Europe and the United States.