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The existential threat of Google and Facebook are causing competitors to ally in France. Major French national newspaper and magazine groups are setting aside traditional rivalries to scale their digital advertising offers to rival the duopoly, while also ridding their digital ad supply chains of unnecessary intermediaries.

Le Monde and Le Figaro, traditionally fierce newspaper rivals, are letting advertisers book digital ad campaigns across their combined portfolio, using the same display or video ad formats for the first time. At the same time, Lagardère, Prisma Media, Condé Nast, Le Parisien and broadcaster M6 are pooling audience data in an initiative involving around 15 publishers.

Full article: https://digiday.com/media/french-publishers-joining-forces-take-google-facebook/

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