Les Echos Le Parisien Médias builds out data collaboration strategy, joins “Decentriq Ready” program

Les Echos-Le Parisien Group’s advertising network is now partnering with Decentriq, using our data clean room (DCR) technology to grow the range of data solutions provided in its SONAR ecosystem. As a first step in this collaboration, the advertising network has joined the “Decentriq Ready” program alongside a growing network of premium publishers across Europe.  

SONAR is Les Echos Le Parisien Médias’ data ecosystem based entirely on first-party data, which aggregates user data from the five media brands of the Les Echos-Le Parisien Group — Les Echos, Le Parisien, Investir, Boursier.com and Connaissance des Arts — across all channels, including web, apps, video, newsletter, and more. By joining the Decentriq Ready program, Les Echos Le Parisien Médias has made this rich first-party data available as a self-service targeting offering within the Decentriq platform.  

Decentriq's data clean room technology makes it possible for advertisers to securely use, match, and enrich their data with SONAR ecosystem data. By linking these high-quality datasets, advertisers have a simple way to build and activate privacy-preserving, precisely targeted audiences.

“With Decentriq’s technology, our customers can compare their data with that of our media brands for even greater advertising impact — all while guaranteeing maximum data security and confidentiality,” says Nicolas Danard, Executive Vice President of Monetization and Digital at Les Echos Le Parisien Médias. “What sets this partnership apart is our 100% first-party and privacy-first approach. It has the potential to not just improve advertising performance and budget optimization, but also deepen a brand’s customer understanding.”

The partnership introduces new possibilities for brands and agencies to work with SONAR ecosystem data:  

• Improve audience qualification and customer knowledge by uncovering audience insights
• Enrich their data with complementary data (e.g. sociodemographic and professional data, behavioral data) ,
• Address new customers with AI lookalike audiences based on data matching
• Measure the reach of media campaigns

“This partnership is fully aligned with our requirements on privacy and security of user data,” says Grégory Marion, Chief Data & Information Officer at Les Echos-Le Parisien Group. “The DCRs will enable us to refine our knowledge of our audiences, making them available to advertisers and publishers alike. At the same time, we will continue to explore new deployment projects with Decentriq.”

“We are delighted that Les Echos Le Parisien Médias — given its strict requirements in terms of advertising performance and user data security — has chosen Decentriq to build out its data strategy,” says Pierre Cholet, Head of Business Development at Decentriq.

About Les Echos Le Parisien Médias

Les Echos Le Parisien Médias is a major French media sales house that markets popular titles such as Les Echos, Le Parisien-Aujourd'hui en France, Investir, Boursier.com, Mieux Vivre Votre Argent, Connaissance des Arts, Historia and Radio Classique. The company’s core expertise is in conceptualizing and offering advertisers high-value communication solutions that combine brand content, original experiences, data targeting, and display. Les Echos Le Parisien Médias, through the power of its media brands, reaches more than one in two French people, accounting for nearly 23 million individuals every month (ACPM OneNext Global 2024).

Read the full press release, in French, on the Les Echos Le Parisien Médias website.