Weborama has won the Customer Data Platform (CDP) tender launched by France’s leading regional daily newspaper publisher, which aims to enhance the value of its advertising inventory by integrating its first-party and semantic data.

366, which manages advertising for 56 regional daily newspapers and their 46 websites and mobile apps, is enhancing its data value proposition by adopting Weborama’s new CDP. Since 2019, 366 and Weborama have been actively collaborating through the Data Management Platform (DMP).

Weborama’s new CDP will enable 366 to optimise the combined use of media and CRM data, thereby enhancing its understanding of first-party audiences. The advertising network also benefits from Webomind, the new technology incorporating generative AI launched by Weborama in April. This major innovation offers a richer and more granular understanding of audiences through content, enabling first-party and contextual activation. This development facilitates the creation of more targeted and effective advertising offers, enhancing the value of written and professional journalistic content.

By leveraging its first-party and semantic data, 366 will roll out new, tailored offerings for cookieless and IDless advertisers that are user-privacy compliant, ‘brand safe’ and ‘brand suitable’.

These will be marketed and integrated across all the platforms of the network’s 56 member publishers.

The end of third-party cookies is already a reality. In this context, the value of first-party data is crucial and requires a centralised and structured organisation. Furthermore, regional daily newspaper journalists produce over 35,000 pieces of editorial content every day. Beyond the CDP, we are also delighted to extend our partnership with Weborama on new semantic targeting features.

By being among the first to adopt Webomind, we are significantly expanding our reach by building on our key strength: content. This delivers lasting improvements to the performance of our digital campaigns, creates a virtuous circle for publishers, and enhances the value proposition for advertisers and agencies.

Thibaud CHEVALIER, Directeur du Digital, 366

We are delighted to continue our partnership with 366 as we approach this revolution in digital advertising marked by the end of third-party cookies. This period is already characterised by a profound transformation of marketing tools, in-depth exploration of first-party and cookie-free capabilities, and increasing integration into an ever-more-complex ecosystem. At the heart of this evolution lies our semantic AI, which is driving the innovations of tomorrow.

Antoine BSAIBES, Head of Tech & Services, Weborama

ABOUT 366

Expert regional management

366 is an advertising agency founded in 2014, whose shareholders comprise all the publishers of regional daily newspapers in France. 366 is the advertising agency with specialist regional expertise and, on behalf of the entire advertising market, operates a powerful platform that reaches over 20 million people every day and 43 million readers every month through the regional daily press (PQR), its digital platforms and local TV channels, representing 81% of the French population aged 15 and over. 366.fr

ABOUT WEBORAMA

The Data Intelligence Platform

Focused on the management and monetisation of customer data, Weborama has developed and integrated a suite of technologies (in the fields of AI, semantic and behavioural artificial intelligence, data lakes, data clean rooms, data science, insights, etc.) that enable advertisers, agencies and publishers to acquire, retain and leverage their audiences, and to serve targeted, consistent and relevant adverts in the new cookieless, IDless and multi-device landscape. Weborama operates in Europe and the United States. weborama.com