Lagardère

Privacy-First Data Activation: Hachette Livre's Clean Room Success

Hachette Livre partnered with First-id and Decentriq to run privacy-preserving audience activations using data clean rooms, integrating First-id’s deterministic IDs with Decentriq’s confidential computing. The collaboration included French media groups Prisma Media, RMC BFM Ads, and Reworld Media to match first-party data and activate lookalike audiences across Hachette’s sites hachette.fr and larousse.fr and partner sites. Results show up to 43% audience match rates and +2.4x visits from activated audiences, with Safari performance up to 3.7x. Activation spanned Safari and Firefox through direct programmatic deals enabled by Equativ. Next steps aim to deliver closed-loop attribution to measure post-campaign uplift and conversions without third-party cookies, underscoring that privacy-safe collaboration can be scalable and effective, per executives from Hachette Livre, Reworld Media, and RMC BFM Ads.

Your Phone's Listening: AdTech's Privacy Tensions Rise

AdExchanger’s Monday news roundup highlights tensions around ad targeting and privacy. Cox Media Group pitched an 'Active Listening' capability that accesses microphones on smartphones, connected TVs and smart speakers to capture conversations for advertising, using geolocation and AI to extract targeting signals; CMG claimed the practice is lawful because consent is provided via software-update terms, though the company declined to comment. Google Ads will support enhanced conversions for GA4 in the coming weeks, hashing advertiser first-party data to Google’s identity graph as part of a broader rationalization of GA4 data toward first-party signals, with the Google tag replacing the older GA tag. The piece also notes ESPN+ has 26 million subscribers and mentions TikTok’s request for a 50% increase in ad spend next year, alongside Stagwell Marketing Cloud naming Elspeth Rollert as its first CEO.

Vivendi Considers Spinoff; Channel 4 Ad Formats; Netflix $1B Ads

In VideoWeek's Week in Review, Vivendi is evaluating a breakup into three entities—Havas, Canal+, and its Lagardère investment arm—potentially unlocking value, with Canal+ accounting for over half of sales and Havas more than a quarter; Oddo analyst Jerome Bodin estimates Canal+ at about €6.1 billion and Havas at about €3 billion. Channel 4 unveiled new BVOD ad formats, Solus and Lite, piloting with 15 brands; Solus guarantees the only pre-roll and first mid-programme slot and is claimed to boost immediate brand recall by 73% (Solus) and 44% (Lite). Netflix ad revenues are forecast to reach $1 billion next year, aided by a password-sharing crackdown and price hikes on its ad-free plan, with Netflix able to command higher prices due to pent-up advertiser demand.