Winter edition of First Party Tour 2025 by CommandersAct

On February 4, 2025, the Optimal Ways team, represented by Hugo Stepien and Hugo Sanchez, attended the First Party Tour organized by Commanders Act in Lille. A fascinating conference on the evolution of the digital advertising market and the challenges facing advertisers in 2025 in a rapidly changing ecosystem.

The event was hosted by Commanders Act (CEO), François Labonne (Head of Professional Services), Luc Mornat (CRO), Christelle MAIA (Customer Success Manager) and Audrey Marissal (Product Manager). Together, they shared their vision and recommendations on how to optimize media investments by 2025:

The major trends reshaping the advertising landscape

How to optimize media investments and maximize ROI?
What are the solutions for success in 2025?

We hope you enjoy reading the article you’ll find here.

Dernières actualités

The right combination of data: the one that leads to a decision

100 rows. 6 columns. 3 hours of analysis. And in the end, no decision. It’s a pattern we see on a regular basis. 🧠 The findings In digital analytics, we’re encouraged to cross-reference everything: more dimensions, more metrics, more depth. Result: dense relationships complex tables teams that spend more time exploring than deciding 👉 The […]

NRF 2026: key lessons from the Retail Tech Thursdays debrief (January 2026)

On January 29, 2026, Les Jeudis de la Retail Tech resumed its “Back from NRF” debrief – and the room was packed. For the occasion, Barbara SARRE-DEROUBAIX and Mike Hadjadj 🛍️ had assembled a particularly strong line-up of speakers to decipher the New York retail mecca. The aim was to take a step back, sort […]

Back from NRF Lille 2026: UCP ushers in the age of agentic commerce

On January 20, 2026, the traditional Back from NRF was back with a completely revamped format. New organization team led by the bubbly Ilana Mahrouch, new speakers, and an evolution towards an afterwork format, extended by a VIP dinner. One constant, however, was the loyal presence of Michel Koch, a veteran of distance selling, e-commerce […]

The challenges of tracking applications in an App + Web ecosystem

More and more retailers are seeking to offer a fluid and engaging mobile experience, by developing applications that replicate the functionality of their e-commerce site, while adding a touch of simplicity and loyalty. But when it comes toanalyzing user behavior, things get complicated. We often try to apply the same data model between App and […]