La Presse is undertaking a complete overhaul of its advertising services with the implementation of a cutting-edge back-end infrastructure, optimizing and unifying access to its entire digital ecosystem. Implementation of a high-performance data management platform, coupled with artificial intelligence and advanced analytics technologies, will enable it to offer qualified audience segments even more accurately targeted.
“These technological improvements and the priority assigned to the development of advanced processes in data science will allow us to enrich the exploitation of our advertising offer,” emphasizes Patrick Jutras, Vice-President, Sales and Operations. “This constitutes a major shift for La Presse: a redefinition of its overall approach designed to offer new possibilities to its partners.”
Unique audience segments, predefined or tailor-made
Relying on a state-of-the-art data management platform (DMP), La Presse today is in a position to offer unique audience segments, targeted on the basis of its readers’ tastes and preferences. Over 300 variables – corresponding to 187 fields of interest and 122 intention categories – have been defined through the use of context, geographical location, interactions with advertisements and demographic information as reference variables. Predefined or tailor-made, the audience segments thus created make it possible to reach La Presse’s quality clientele with greater accuracy and with a highly measurable reach. Now, every user of La Presse+ will for example be likely to see different ads, adapted according to his or her user profile, a first for tablet applications.
La Presse unifies its offer with proven Google DFP technology
The implementation of a new advertising server using the most advanced features of Google DFP will allow for smooth and unified management of advertising, as much on La Presse+ as on La Presse Mobile and lapresse.ca. La Presse is thereby taking advantage of one of the most popular and most efficient technologies on the market.
"We are thrilled to partner with La Presse, one of Canada's premier media organizations, in supporting their advanced advertising offerings through our DFP and AdX platforms,” explains Mladen Raickovic, Head of Canada, Global Partnerships, Google. “We worked closely with La Presse to build a solution that will help its business accelerate their programmatic offering, create innovative direct advertising capabilities across display, video and native, and improve overall workflow efficiencies across their business."
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