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On March 5, we launched a series of meetups dedicated to professionals seeking to scale data-driven operations that comply with current regulations. The objective: to analyze trends and regulations, share actionable use cases, and facilitate discussions with peers and experts.
For this first edition, our speakers discussed the strategic alliance between Didomi and mediarithmics to maximize data activation in CTV (Connected TV) campaigns. They also explored how advertisers like TF1 Publicité and a retail media network collaborated to activate transactional data in CTV.
Continue reading for an event summary, and follow us on LinkedIn to be notified of the next edition.
Didomi x mediarithmics: A strategic partnership for data managementand activation
To kick off the event, François Khoury (Senior Pre-sales Manager at mediarithmics) and Laurent Kaelblen (Lead Pre-sales Engineer at Didomi) presented the partnership between Didomi and mediarithmics.
This strategic alliance is built around our flagship solutions:
- Didomi’s Consent Management Platform (CMP): Enables compliant collection and unification of user choices (including consent) across different environments (web, app, and CTV), in line with international frameworks and regulations.
- mediarithmics’ Customer Data Platform (CDP): Designed to help companies streamline data management by reconciling it within a holistic platform to create a 360° customer view for different business teams.
The complementarity of these offerings is key to leveraging data in the CTV environment. Bastien Faletto, VP of Sales EMEA at mediarithmics, noted:
We are two French companies with shared challenges. Today, data sovereignty and privacy are central concerns for our clients.
- Bastien Faletto, Vice President of Sales EMEA at mediarithmics
The rise of connected TV (CTV)
CTV has seen significant growth in recent years, a trend we covered a few months ago.
Last year, marketers already prioritized the advertising potential of CTV and streaming ahead of generative AI and video-based social media platforms like TikTok.
This trend was confirmed by Philippe Boscher, Head of Digital Marketing, Data, Research, Addressable TV & Innovation at TF1 Publicité, who shared that 86% of French households now have a connected TV (source: Médiamétrie, 2024 Media Equipment Barometer).
For advertisers, this market opens up new advertising opportunities that can be sold by impressions and CPM, enriched with data and precisely targeted, and made available programmatically... provided that user consent is obtained.
This gives us entirely new advertising opportunities (...) But all of this depends on obtaining consent, which is essential for enabling data activation and targeting in the CTV space.
- Philippe Boscher, Head of Digital Marketing, Data, Research, Addressable TV & Innovation at TF1 Publicité
The Head of Digital Marketing explained two primary models:
Segmented TV involves replacing part of the ads shown during a live program's commercial break with targeted advertisements (e.g., replacing a national ad with a local one).
This model reaches 17 million French viewers per month who are eligible for the offer (based on their device and consent), totaling 1 billion available impressions per month.
Streaming (TF1 PUB) refers to scenarios where the viewer is watching a replay or an on-demand program and can be exposed to targeted advertising.
This represents around 1.5 billion available impressions per month, bringing the total available impressions across TF1 PUB’s CTV offerings to 2.5 billion.
The scale and nature of CTV offer many advantages for advertisers: premium ad placement, co-viewing potential, and maximum attention quality, all built on the foundation of informed user consent.
The critical role of consent in CTV
Consent is therefore essential for delivering targeted advertising messages, and can be implemented through a CTV-specialized Consent Management Platform (CMP) like ours.
This expertise has allowed us to monitor the evolution of CTV from a consent perspective, which we shared in our annual benchmark. Some of the key figures include:
- User behavior toward CTV banners and their tendency to make granular choices across the various levels of the banner
- Traffic trends on CTV banners over the past three years, with traffic nearly doubling since 2023
- CTV channel performance in Europe in terms of consent rates, opt-ins, and non-choices
What are the main consent challenges in the CTV space?
Partnering with an expert like Didomi for your CTV operations is essential due to our ability to help navigate the many challenges related to user consent management:
- Privacy regulations: CTV platforms must comply with laws like the GDPR and CPRA, which require clear and explicit consent.
- Consent management: Simplified user interfaces on TVs and set-top boxes make it difficult to obtain and manage consent effectively.
- Tracking limitations: The lack of standardized tracking complicates accurate attribution and privacy-friendly segmentation.
- Data security: Protecting sensitive streaming service data demands strong encryption and robust security measures.
- Transparency: Users need clarity on how their data is used—especially on CTV, where it’s less intuitive to present this information.
To learn more about consent management on connected TVs, read our dedicated article:
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From CMP to CDP: activating user choices
Once consent and customer preferences are collected by Didomi, mediarithmics’ CDP can store, log, and share them with marketing tools (DSPs, ad servers, email platforms, etc.) for activation.
How can the power of retail data be leveraged in CTV?
As part of a CTV campaign led by a retailer, François Khoury, Senior Presales Manager at mediarithmics, explains that through the Didomi consent banner, both the broadcaster (in this case TF1 Publicité) and the retailer can ensure that they collect, for themselves as well as for all current and future partners, the consent required for the necessary data-sharing purposes:
- Creation of personalized profiles
- Ad personalization
- Performance measurement
François also presented the concept of a data clean room, whose objective is to secure data sharing through a trusted third party. This makes it possible to enrich customer knowledge, enable multi-channel activation, and measure the effectiveness of campaigns.
In data sharing, the data clean room serves as a trusted third party that guarantees three conditions: the purposes of the sharing (activation, measurement, enrichment), the duration of the sharing, and the type of data being shared.
– François Khoury, Senior Presales Manager at mediarithmics
Once the appropriate data-sharing purposes have been obtained, the broadcaster is able to establish a high level of granularity in reporting, in order to precisely calculate the ROAS (return on ad spend) of these advertising campaigns.
Use case: TF1 Publicité x Infinity Advertising
To put this information into context with a concrete example, Philippe Boscher, Head of Digital Marketing – Data – Research – Addressable TV & Innovation at TF1 Publicité, discussed the group’s strategy, which involved partnering with nine major retail chains.
Through these partnerships, TF1 Publicité is able to collect data and enrich its understanding of TF1+ users, using email as the reconciliation key to enable more refined and precise targeting of potential buyers.
How does it work in practice?
By using the email addresses from loyalty card holders of retailers such as Monoprix, Franprix, Casino, or Intermarché, TF1 Publicité is able to link them with the 25 million active TF1+ accounts.
This makes it possible to match TF1+ members with their shopping habits, in order to display relevant ads to them and conduct in-depth studies and testing on specific user segments based on their purchases and individual characteristics.
For example, in a campaign targeting coffee buyers, TF1 Publicité can offer the advertiser a specific segment of people who have previously purchased whole bean coffee, filtered by region of residence and other characteristics (sociological, demographic, etc.). They can also measure the success of the campaign by analyzing subsequent product purchases by exposed users and comparing them to a non-exposed control group.
This level of precision in targeting and measurement ultimately allows advertisers to justify their investment in a granular and ROI-driven manner.
Conclusion: What are the opportunities for CTV in 2025?
All our speakers agreed in defining CTV as a promising environment and technology, paving the way for new opportunities:
We are probably at the very beginning of a true revolution in viewing habits.
- Philippe Boscher, Head of Digital Marketing – Data – Research – Addressable TV & Innovation at TF1 Publicité
For Didomi, mediarithmics, and TF1 Publicité, this paradigm shift in how TV content is consumed will enable brands to communicate more effectively with their audiences, thanks to the insights provided by data from broadcasters and retailers.
To discuss your challenges and learn more about the use cases we can implement together, book a meeting with our team:
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