With third-party cookies gradually disappearing and disrupting traditional acquisition channels, advertisers are searching for sustainable alternatives to maintain ad relevance and drive conversions. Among these alternatives, the universal ID creates new opportunities for targeted advertising, allowing brands to reach qualified audiences without relying on third-party cookies.
In this context, Jacadi, a leading French children's fashion brand, has decided to test an innovative retargeting approach with the integration of the First-id solution through the Axeptio CMP. With the support of its media agency R-advertising, the French brand has become the first advertiser to re-engage identified visitors—with their consent—across more than 200 premium French sites, regardless of the browser used. The results? More precise targeting, higher conversion rates, and a significant drop in bounce rates.
A full study is available to download in PDF format in our 10-page white paper, using the form on this page.
A Challenging Context for Retailers' Ad Targeting
Historically, third-party cookies enabled advertisers to understand user interests and optimize advertising campaigns. However, their gradual disappearance from major browsers (Safari in 2017, Firefox in 2019, and ongoing on Chrome) and the tightening of data protection regulations (GDPR in the EU, Law 25 in Quebec, nFADP in Switzerland) are forcing advertisers to rethink their addressability strategies.
In this context, Jacadi needed a solution that could ensure effective targeting while respecting user privacy.
Universal ID, an Alternative to Third-Party Cookies
Faced with these challenges, universal IDs emerge as a response to the limitations of third-party cookies. These solutions provide a unique and persistent recognition of users across different devices and platforms, on all websites and applications that implement them—after obtaining explicit user consent.
With Axeptio's CMP, First-id can be easily integrated and activated while remaining compliant with regulatory requirements. Based on a first-party and deterministic model, it assigns a unique and secure ID to consenting visitors without relying on third-party cookies or email addresses.
Today, First-id is one of the most widely adopted solution among major French publishers.
Next-Generation Targeted Advertising: Jacadi Puts First-id to the Test
To measure First-id's effectiveness, Jacadi, together with its agency R-advertising, deployed an A/B testing framework.
The goal of this A/B test was to compare the performance of both approaches in terms of targeting and assess First-id's impact on users who cannot be tracked via third-party cookies, particularly on browsers like Safari.
To ensure relevant analysis, both campaigns were conducted over a common two-month period and used identical content and formats (120x600, 160x600, 300x250, 300x600, 728x90).
The main takeaways:- Higher conversion rates
- Increased average order value
- Significant drop in bounce rates
- Better audience reach on Safari and mobile
