How Les Echos-Le Parisien doubled advertising revenue with first-party data

Permutive’s patented edge technology was crucial in solving campaign delivery and performance issues. It enabled the group to reach users from their initial page visit and seamlessly integrate all events to score articles and user engagement. Building on this, Les Echos-Le Parisien Group introduced its first-party data activation ecosystem, SONAR, in June 2022, powered by the Permutive platform. This marked a shift in strategy by Les Echos-Le Parisien Médias in preparation for the end of third-party data.  “Advertisers are seeking a balance between performance, quality, and transparency. This trend tends to favour premium publishers. We decided to move away from third-party data to focus on our strengths, proprietary data, and high value-added content,” said Corinne Mrejen – CEO of Les Echos-Le Parisien Partners Division – Chief Impact Officer. With SONAR, they now create 100% of their segments using first-party data. Before this, they used first-party data for only 20% of their audience segments. The group’s vast inventory, consisting of over 1,000 daily content pieces and more than 2 million subscribers, allowed them to generate over 500 new first-party segments and 50M profiles ready for activation.  Permutive’s technical and marketing support facilitated the swift implementation of SONAR, aligning with the group’s vision for data in the French market. Additionally, Permutive’s flexibility allowed easy integration with other solutions, further enhancing the group’s data strategy. Permutive also provides the group with an insight analysis tool that enables them to analyse campaigns more closely, optimise them and make their audiences perform even better.