# Programmatic Retargeting (First-ID x DSP) ### 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:**