First-id & Microsoft Advertising Unlock New Audiences with Publisher Provided ID (PPID)
Briefly

"At the end of 2023, 45% of the inventory in France is already affected by the loss of cookies...Microsoft is building products that ease the activation process with solutions like ours, to help all stakeholders of the value chain." - Cyril Genty, COO & co-founder, First-id.
The use of PPID allows for the control of identifier access, ensuring it is only used by authenticated and reliable partners.
Read at Exchangewire
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