TF1 takes majority stake in programmatic specialist

French commercial broadcaster TF1 has taken a majority stake in programmatic media specialist Gamned! as part of a strategy of developing an integrated multichannel programmatic advertising offering.

TF1 said that the acquisition of a majority stake in the company, founded in 2009 by Oliver Goulon and Anthony Spinasse, would enable it to work across all of TF1’s new digital activities and was intended in particular to bring value to digital assets including Aufeminin, Docissimo and Marmiton and would help accelerate the development of programmatic advertising in France and Europe.

“We salute the trail blazed by Gamned!; its talent and its technological expertise are gong to help us better value our digital assets and the qualified data collected for advertisers. We are going to be better able to put at their disposal the capacity to target more granularly and to enrich the dialogue between our partners and internet users beyond our own structures,” said TF1 CEO Gilled Pélisson.

Spinasse said that Gamned!’s staff were eager to work with TF1’s teams to create the programmatic advertising of tomorrow.

Goulon said that TF1’s “significant participation” in the company recognized Gamned!’s success and would facilitate the acceleration of its growth in France and internationally.