Introducing the First-id Component on Edgee: Simpler, Faster, and Cookieless Identity
First-id is a start-up founded in 2022 with the ambition of giving brands, media and advertisers back control of their first-party data, from creation to activation. With a unique model for deterministic authentication of internet users and prospects, First-id supports more than 250 premium brands in their identification strategy.
We’re excited to announce the launch of the First-id Component on Edgee, enabling media companies, e-commerce brands, and agencies to regain control over their first-party data in just 3 clicks and 10 minutes, with zero code required.
This native integration combines Edgee’s edge component platform with First-id’s deterministic cookieless identifier to deliver faster activation, stronger compliance, and measurable performance gains.
A digital ecosystem is in the middle of a profound shift
- Third-party cookies are disappearing: more than 50% of French users are already unaddressable via third-party cookies (Safari, Firefox) and Chrome will follow in 2025.
- Browser restrictions like Safari’s ITP limit cookie lifetime to as little as 24h, disrupting attribution and targeting.
- Ad-blockers adoption is growing, hiding up to 30% of audiences from marketers.
- Client-side scripts slow down pages, hurting Core Web Vitals, SEO, and conversion rates.
The reality is stark: client-side tracking is effectively dead due to browser restrictions and ad-blockers, while server-side tagging still relies on JavaScript and remains vulnerable to the same blocking mechanisms. Even when hosted on first-party subdomains, these solutions are often blocked by ad-blockers or limited by Safari's ITP to just 7-day cookie lifetimes.
This fundamental limitation means that traditional approaches—whether client-side or server-side—cannot deliver the persistent, cross-domain identity that modern marketing requires. This is where edge components change everything.
By running First-id logic directly at the edge, before any browser interaction, we bypass these limitations entirely. The result: true first-party identity that works across all browsers, devices, and domains—without JavaScript dependencies or ad-blocker vulnerabilities.
3 Clicks. 10 Minutes. Fully Edge-Native.
With the new First-id Component, publishers and advertisers can:
- Activate directly from the Edgee dashboard. No engineering time is required.
- Enjoy a 100% first-party integration, immune to ad-blockers and ITP limitations.
- Configure consent handling to fit their existing CMP.
- Deploy across all domains in minutes, with negligible integration costs.
"This alliance simplifies radically the deployment of identity solutions and lets media, retailers, and agencies take back control of their first-party data, in full compliance and with a direct impact on marketing performance."
How It Works
The integration process is elegantly simple yet powerful:
- When a user gives consent, First-id assigns a persistent, privacy-compliant identifier.
- Edgee's edge servers handle the interaction with First-id's portal and set a first-party cookie on the customer's domain.
- The result: a stable cross-domain, cross-device ID, with data processing kept close to the user and fully GDPR-compliant.
This seamless process ensures maximum performance while maintaining strict privacy standards. For detailed configuration options and advanced features, explore our First-id component documentation.
Tangible Benefits
The First-id Component delivers measurable value across different customer segments through its edge-native approach.
Media companies see immediate improvements in ad monetization through expanded audience coverage, while programmatic performance gains significantly on previously unreachable cookieless inventory that traditional tracking methods cannot access.
E-commerce brands benefit from refined targeting and conversion measurement capabilities, gaining access to a persistent and stable user ID. More accurate attribution and personalized experiences across all touchpoints!
Agencies can simplify data activation orchestration and manage frequency capping more effectively, while offering clients stronger interoperability across their entire AdTech and MarTech stack.
Try It Today
The First-id Component is available now in the Edgee Component Registry. Existing Edgee users can activate it in just a few clicks and measure gains in audience recognition, attribution, and site performance.
👉 Sign up to Edgee to explore the First-id Component and unlock the full potential of your first-party data strategy.
