As digital has become the first invested media and media tend to become more concentrated, two new unexpected actors have arrived in the French media eco-system: Gravity and Skyline. Announced on July 5th, the birth of the Gravity alliance is a form of war declaration of the French against the American GAFA. Under the initiative of Les Echos and Le Parisien, Gravity unites a dozen media groups – Lagardère, SoLocal, SFR Média, Fnac-Darty – who plan to unify access to their digital ad space.
In practice, the saleshouses aren’t merging but they are simplifying their formats and most importantly, the holy grail: they are merging all of their users’ data. To get an idea of the size of the alliance: a pool of 10 million individual pieces of data, renewed each month, reaching close to 16 million individuals. Two days later, Le Monde and Le Figaro surprised the media world with the creation of their own alliance: Skyline.
With the same model, same ambition and same functioning as Gravity, this alliance reaches 80% of French web users and enables advertisers to communicate on the 35 million viewed pages a month offered by the two brands.
Is the era of supremacy of the GAFA reaching its peak?