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Amazon is further expanding its influence in France’s advertising ecosystem. The Seattle-based company has teamed up with the ad sales divisions of M6 and TF1 to roll out its new adtech service, designed to help broadcasters better monetise the advertising space on their respective streaming platforms.
Through its new solution, Amazon Publisher Cloud, Amazon is providing both leading commercial broadcasters with a “clean room” environment — a secure, privacy-compliant data space that enables them to cross-reference audience insights.
Starting November 12, the ad sales teams at M6 and TF1 will gain access to an anonymised, protected environment where they can match their own viewership data (from M6+ and TF1+) with Amazon’s proprietary “hot signals” — data derived from purchase behaviour, browsing activity, and streaming habits within the Amazon ecosystem, explained Adrien Masson, Managing Director of Amazon Ads France.
“The goal is to boost advertising campaign performance, with no additional cost for advertisers or broadcasters,” Masson said, adding that this initiative marks Amazon’s first launch of its kind in Europe”
Compliant with strict data protection regulations, Amazon Publisher Cloud integrates directly into the company’s Demand-Side Platform (DSP), a core component of its programmatic advertising infrastructure. The tool positions Amazon alongside competitors such as The Trade Desk (TTD) and Google’s DV360.
According to Tristan Lemoine, Deputy Managing Director of M6 Publicité, one of the key benefits of this collaboration lies in broadening access to more advertisers, including small and medium-sized enterprises (SMEs):
“By combining such granular data, we can address a much wider range of advertisers, including smaller businesses that were previously harder to reach.”
François-Xavier Pierrel, Chief Data & Ad Tech Officer at TF1 Group, shared a similar view:
“Beyond expanding our client base, the objective is also to attract advertisers who are more accustomed to digital environments like social media — and encourage them to invest in our streaming platforms.”
For both broadcasters, the partnership with Amazon aligns with their broader strategy to accelerate the growth of their streaming ecosystems. TF1, which has also launched its own clean room solution, MyData, sees this collaboration as complementary — reinforcing its efforts to leverage advanced data tools while driving new forms of digital advertising revenue.
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