Programmatic Retargeting (First-ID x DSP)

Secure your programmatic retargeting with Commanders Act + First-ID. Maintain your reach on the open web despite the end of third-party cookies and optimise your media performance.

1. The Problem: The collapse of programmatic targeting

The planned end of third-party cookies on all browsers breaks the bridge between your site (where interest is detected) and external advertising inventories (where the banner should be displayed).

• Consequence: Without third-party cookies, your DSP becomes ‘blind’. Reach collapses and you can no longer retarget your prospects on their favourite media sites.

2. The Solution: A First-party ID shared with the ecosystem

The integration of First-ID into Commanders Act makes it possible to rebuild this bridge in a sustainable way:

• Universal Identifier: First-ID generates a deterministic ID recognised by the main players in the market (DSP/SSP).

• Targeting stability: Unlike third-party cookies, this identifier is persistent (up to 13 months) and is not blocked by browsers.

• Seamless activation: Commanders Act transmits this identifier to advertising buying platforms to ensure that the ‘match’ occurs during real-time auctions.

3. Key benefits

• Business continuity: Keep your retargeting campaigns active across 100% of your inventory, regardless of the browsers used by your targets.

• Control over repetition: Thanks to a stable ID, you have better control over advertising pressure (capping) to avoid overexposing the same user.

• Media performance: Ensure your messages are delivered to the right people, at the right time, on high-quality inventory.

4. How it works

1. Identification: The first-party ID is generated on your site via Commanders Act.

2. Synchronisation: This ID is shared securely with the programmatic ecosystem.

3. Recognition: When the user browses a media site, the DSP recognises them thanks to the first-party ID.

4. Display: Your personalised banner is displayed via a successful auction.

Need help with implementation?

Activating programmatic retargeting via First-ID requires careful synchronisation between your Commanders Act container and your media partners. Our experts will help you configure these flows and maintain your reach. Contact our support team to get started with implementation: [email protected]