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Deciphering the market's data alliances
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Data Marketing
Media group

The press is facing a major business challenge in a climate of widespread decline in paid print circulation that hasn't been fully offset by digital revenue. A significant proportion of digital advertising has been captured by the GAFAs. In this context, multiple alliances between media groups have emerged in recent years.

 

Our client, a media group in the national top 10, was considering the opportunity of joining one of these. We produced an overview of these French and European market alliances for the Board:

  • Goals of alliances: media, media + data, data, commercial, etc.
  • Reach, contribution of each member and any added value from our client
  • Technical and operational relevance of biases, prerequisites

The aim of the presentation was to present a decision tree on the choice of whether to join an alliance

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