At a time when the media world is undergoing a radical transformation – the rise of LLMs, audience fragmentation, inflation in acquisition costs – publishers have no choice but to rethink their strategies. It was against this backdrop that a workshop co-organised by Piano and In Digital was held at Fluctuart in Paris on 22 May 2025, bringing together journalists, analysts, product managers and data experts.
The theme? ‘Segments that make money – the best of data activation in the European media’. The aim is to share real-life experiences and find out how the tools in the Piano suite (Analytics, Audience, Activation, Amplification) can be used to optimise monetisation through fine-tuned segmentation and targeted activation.
On the programme: 🔎 Best practices in data activation in Europe 📈 Concrete examples of optimised performance 🧠 A rich discussion on technological and editorial challenges
More than just a trade meeting, this afternoon highlighted a crucial issue: how to give value back to each visitor thanks to data, in a media ecosystem that is more uncertain than ever.
Represented by Kahan N’guessan and Hugo Sanchez , the Optimal Ways team is delighted to share their article with you, which covers these themes:
- Benchmark Piano 2024, presented by Vincent Brach
- Focus on El Mundo – Unidad Editorial, by Iñigo de Juan Sainz-Planillo
- The Financial Times & The Independent, by Romain Lhote – CEO of In Digital
- Performing with limited resources: the case of L’Express, by Pierre Buffet – Head of Research & Data.
