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The alliance was established with the goal to create an alternative to Google and Facebook on the digital advertising scene. And yet, the data alliance Gravity chose as its director, a former employee from Mark Zuckerberg's social network, Fabien Magalon (ESC, class of 2001).
At the beginning of July, a dozen media groups, including Les Echos and Lagardère, but also SoLocal, SFR, or even FNAC-DARTY, put on a big show to present a data alliance that aims to enable French editors to stand up to GAFA when it comes to digital marketing, notably thanks to a common DSP operated by Mediarithmics. While the beta tests are starting this month for advertisers interested in force of impact of Gravity (10 billion data used each month, 45% reach), the initiative, which hinges on a shared governance, equally divided amongst its members, raised the veil on its mystery about its director.
It is, therefore, Fabien Magalon who will take over the management of the open structure, composed of 25 people and, which aims to reach 15% of the market share by 2021. Up until now, Fabien had been in charge of publishing solutions at Facebook (Southern Europe). A KEDGE Business School Alumni, he had previously worked as General Director of La Place Média and also worked in management at Rubicon and Microsoft.