mediarithmics and Easyence merge. The group becomes the key player in Retail + Media, find out more.
Paris, 4th December 2024 - The TF1 Group, France's leading TV broadcaster, is strengthening its Data Collaboration offering for advertisers with a solution that optimises campaign performance while complying with GPDR regulations on the TF1+ streaming platform. This initiative is being launched in collaboration with mediarithmics, the European Customer Data Platforms (CDP) leader.
Since January 2024, TF1+ has offered access to a catalogue of more than 25,000 hours of varied content, ranging from news to entertainment, and already attracts more than 33 million unique streamers per month, i.e. one in two French people.
Partners for more than three years, mediarithmics and the TF1 Group renewed their contract a few months ago, at the same time as the Data Clean Room product was integrated into mediarithmics' CDP, enabling the monetisation of TF1+ audiences to be maximised.
This new offering provides advertisers with a secure way of combining their CRM data with that of TF1 PUB, without sharing any personally identifiable information (PII). This enables brands to better understand and target TF1 streaming audiences to optimise their advertising campaigns. Features include the ability to identify common audiences with TF1 for targeting or exclusion in acquisition campaigns, and audience extension through segments activated via Freewheel, which will increase campaign performance.
The combined Clean Room and CDP solution will facilitate the integration of advertiser proprietary data and its mapping to TF1 audiences. This will enable the advertiser to identify opportunities from its CRM database, in terms of programme consumption or profiles in the TF1+ ecosystem (PC, mobile, tablet) to target its advertising campaigns more effectively.
Jean-Marc Vidal, Head of Data & Adtech Partnerships at the TF1 Group, sees the integration of this product as an important step in the broadcaster's growth strategy: "Data Clean Rooms are increasingly seen by advertisers as the answer to the challenges of protecting privacy. We are offering mediarithmics' customers an additional option for accessing the full volume and richness of the TF1+ audience on a continuous basis to stimulate their business growth. Optimised by mediarithmics, this solution offers marketers greater precision and simplified activation".
Gilles Chetelat, CEO of mediarithmics, added: "With this product, we are responding to our customers’ need to make data collaboration strategies more effective. We are proud to support TF1, a broadcaster at the forefront of innovation, with media solutions that combine privacy and performance."
