Commanders Act and First-id join forces to help brands take back control of their marketing identity

Through the native integration of First-id within its platform, Commanders Act now enables brands to orchestrate their entire identification strategy — from consent to omnichannel activation.

Paris, [date] — Commanders Act, an independent European Data Ecosystem Management platform, and First-id, a French specialist in first-party identification, today announced a strategic partnership aimed at helping brands maximize the return on investment of their marketing budgets.

By natively integrating First-id within its technology infrastructure, the Commanders Act platform gives its customers a unified infrastructure to manage the entire digital identity value chain — from optimized collection of the consent signal, to simplified deployment of an identification technology, to the enrichment of customer profiles and the activation of deduplicated audiences across all marketing channels.

A single platform to manage the entire identity value chain

Thanks to the native integration of First-id into Gateway, Commanders Act’s Server-Side platform, advertisers can deploy an identification technology in just a few clicks, with no complex technical project, and then automatically leverage this identifier across their entire marketing stack.

Today, a brand holds vast amounts of first-party data (browsing, CRM, transactions, campaigns, applications, etc.), but each environment uses its own identifiers.

First-id connects these interactions around a persistent identity, making it possible to better know, activate, and measure each audience.

The unique identifier generated by First-id then automatically feeds the CDP in order to:

• reconcile user journeys;
• enrich customer profiles;
• deduplicate audiences;
• build more refined segmentations;
• activate these audiences across the leading media, CRM, analytics, and marketing automation platforms.

Marketing teams thus gain a more complete view of their audiences and can focus their investments on the profiles with the highest value.

Maximizing the ROI of Identity Marketing

This integration unlocks several strategic use cases for Commanders Act customers:

• Restore marketing measurement by reconciling user journeys (including on Safari and Firefox) and environments (online and offline) to improve campaign attribution.
• Re-engage cart abandoners through Meta, Google, or TikTok Conversion APIs to recover conversions that are currently being lost.
• Sustain durable programmatic targeting by relying on a first-party identifier interoperable with the leading DSPs (TTD, Adform, Criteo…).
• Sustainably personalize customer journeys, even when visitors are not logged in, thanks to a persistent identifier.
• Enrich CRM data to improve profile reconciliation and increase activations across proprietary channels such as email or marketing automation.

Giving brands back control of their data assets

Beyond performance, this partnership is rooted in a shared vision: enabling French companies to regain control of their data assets.

By combining a European data management platform with a French first-party identification technology, Commanders Act and First-id offer a sovereign, interoperable, and GDPR-compliant alternative to approaches historically centered on the major platforms.

Brands can thus progressively build their own identity infrastructure and unlock the value of their data within a transparent, controlled, and sustainable framework.

« We share a strong conviction: every company should be able to build its own data asset and become its own walled garden, with greater transparency, control, and autonomy from the major platforms. Our customers are investing heavily in their data platforms. But they still need to feed them with a reliable, durable identity. Our partnership with First-id enables digital marketing teams to orchestrate this entire value chain, from consent through to activation. »

Michael Froment, CEO, Commanders Act

« A CDP is only as powerful as the quality of the data feeding it. By bringing a natively integrated first-party identification layer to the Commanders Act platform, we enable companies to recognize more visitors, build richer, better-deduplicated audiences, and then activate them more effectively across all their marketing channels. The goal is simple: turn data into more relevant decisions and a better return on investment. »

David Fogueira, CEO, First-id