Orange has acquired a 2.44% stake in Médiamétrie, France's leading media audience measurement company. This acquisition was made through the sale of a portion of the shares held by Union Des Marques, which remains a 9.33% shareholder.
Jean-Luc Chetrit, CEO of Union Des Marques and member of the company's Board of Directors, said: "Union Des Marques has chosen a major player in our ecosystem that has developed extensive technological and data expertise. We are delighted that Orange is acquiring a stake in Médiamétrie, which will strengthen the voice of brands in the evolution of audience measurement."
Orange will be represented on Médiamétrie's Board of Directors by Michel Jumeau, Deputy Chief Executive Officer of Orange France: "By acquiring a stake in Médiamétrie, Orange is positioning itself as a strategic partner in the TV and digital advertising ecosystem, in line with its commitment to addressable TV. Drawing on its data expertise and customer knowledge, as well as its experience as an advertiser, Orange is delighted to be able to contribute to the market challenges of evolving audience and effectiveness measurement."
For Yannick Carriou, Chairman and CEO of Médiamétrie: "Orange's acquisition of a stake in Médiamétrie marks a new stage in Médiamétrie's development. In the context of rapidly changing content offerings and audience behavior, Orange will participate in discussions on Médiamétrie's strategic directions with a view to developing the audience measurement of tomorrow, which will be innovative, sovereign, and respectful of individuals, serving the media and advertising ecosystem."
Médiamétrie's capital is 65% owned by the media and 35% by advertisers and their media agency advisors. The presence of all professionals—media, advertisers, agencies—in its capital and in all its decision-making bodies guarantees Médiamétrie's independence in the general interest of the market. The terms of Orange's entry into the company's capital maintain this balance.