Médiamétrie announces that Orange has joined the company as a shareholder
Orange now owns a 2.44% stake in the capital of Médiamétrie, the leading media audience measurement company in France. This stake has been acquired through the sale of part of the shares previously owned by the Union Des Marques [Union of Brands], who will remain a shareholder with a 9.33% stake in Médiamétrie.
For Jean-Luc Chetrit, Managing Director of the Union Des Marques and a member of the Board of Directors of Médiamétrie: “The choice of the Union Des Marques fell on a major player in our sector who is developing significant expertise in the areas of technology and data. We are delighted that Orange is joining Médiamétrie as they will help to strengthen the voice of brands with regards to the evolution of audience measurements.”
Orange will be represented on the Board of Directors of Médiamétrie by Michel Jumeau, Deputy Executive Director of Orange France: “By becoming a Médiamétrie shareholder, Orange is also becoming a strategic partner of the television and digital advertising ecosystem and extending its commitment to targeted television advertising. By drawing on its data and client knowledge expertise, as well as its experience as an advertiser, Orange is happy to be able to contribute to the market challenges related to the evaluation of audience measurements and the effectiveness.”
For Yannick Carriou, Chairman and CEO of Médiamétrie: “Orange joining Médiamétrie as a shareholder marks the start of a new phase in the development initiated by Médiamétrie. Against a backdrop of accelerating changes in content offers and public behaviour, Orange will also participate in discussions on the strategic orientations of Médiamétrie with a view to developing the audience measurement methods of the future that will be innovative, sovereign and respectful of individuals and that will serve the media and advertising ecosystem.”
65% of the share capital of Médiamétrie is held by the media and 35% by advertisers and their advisory media agencies. Médiamétrie’s independence is guaranteed by the presence of all industries - media, advertisers, agencies - in each of its decision-making bodies as well as in its share capital. The terms of Orange’s entry to the share capital of the company maintain this balance.
We must remember that the main task of Médiamétrie’s Board of Directors is to define the strategic orientations of the audience measurement company and to ensure that major balances of the company are maintained.
However, the governance of these measures is guaranteed by the company’s committees. At committee meetings, members come together to debate, define and decide on the evolution of measures for the media and advertising ecosystem. Globally, almost 200 professionals, representing 100 groups, companies or professional organisations from the media and advertising ecosystem, are involved in working on and developing these measures.