France TV Publicité won three Adtech Awards this year, including sales house of the Year. Marianne Siproudhis, CEO of France TV Publicité, discusses how AI is transforming its services and, more broadly, the agency's digital strategy.
How do you see ADspace•ia evolving in 2026 and beyond?
Marianne Siproudhis: Our ADspace•ia platform is becoming the hub for our entire Total Video Premium offering.
Our roadmap is clear.
In the first half of 2026, we will launch self-service purchasing and activation from ADspace, including programmatic advertising for digital channels. This is a major leap forward in simplifying access to video advertising.
In the second half of 2026, we will integrate new channels — including sponsorship — and creative adaptation using AI. We will also extend the service to all types of clients, to make performance accessible to all.
By 2027-2028, ADspace and ADspace•ia will converge into a single platform.
A unified architecture, integrating all data segments, all TV/CTV/BVOD inventories and AI-driven recommendation logic.
We are building on an extremely robust foundation: nearly 9,000 linear TV campaigns and more than 300 CTV campaigns analysed over two full years. This depth of data allows us to optimise, activate and measure performance with unprecedented accuracy.
AI is infused into many of the solutions you develop. To what extent is it revolutionising your services?
AI is profoundly transforming the way we work and provide more targeted support to brands. In a way, it is reconfiguring the entire advertising value chain.
Firstly, in planning, where ADspace•ia automates recommendations, models scenarios and optimises trade-offs. AI is becoming a true media co-pilot, connected to our APIs, our inventories and our data.
Next, in targeting, where our Contexte.IA solution uses a multimodal model capable of analysing images, sounds, texts, emotions and atmospheres. This paves the way for more refined, relevant and brand-safe contextual targeting.
Finally, in measurement, where we integrate new signals such as attention scores, Médiamétrie co-viewing data, cross-media coverage and carbon footprint. We are moving from a GRP approach to a real effectiveness KPI approach.
AI enables us to offer Total Video advertising that is simpler, more effective and more accountable.
It increases value for our media agency partners and their clients while reducing operational complexity.
More broadly, what are the main thrusts of your digital strategy, particularly in CTV?
Our digital strategy is based on a powerful trend: the convergence of uses.
The distinction between CTV and segmented TV no longer makes sense. Screens are connected by nature, and users navigate indifferently between OTT, operators, Smart TVs and platforms.
That’s why we are launching a CTV Live offering in January 2026, which will unify all of our distribution channels. Same content, same viewing time, same premium advertising experience — regardless of the device.
We also offer a CTV Live + CTV BVoD bundle, which covers all uses: both live and on-demand. This is the new advertising grammar for the connected home.
Our vision is based on a simple model: connected audience + premium content + consistent data + controlled advertising pressure = Premium CTV.
Finally, our ADspace•ia platform plays a central role: recommendations, activation, measurement… CTV is managed in the same way as linear TV and digital. A true Total Premium Video experience that is fluid, transparent and measurable.
Our ambition is clear: to establish CTV Live as the new standard for television advertising in France, a sovereign, responsible and resolutely performance-oriented standard.
Julia Luczak-Rougeaux
Deputy Editor-in-Chief of Minted
