What Alliance Gravity Data Media does

Alliance Gravity Data Media is a French programmatic advertising data cooperative, founded on July 4, 2017, by 16 French media publishers, e-commerce platforms, and local media companies including Orange, SFR, Fnac-Darty, Prisma, M6, and L'Equipe. The company operates the Gravity Platform, which collects and unifies first-party navigation data and pseudonymized CRM data from a network of 250 French publisher websites and mobile applications. The platform processes approximately 2 billion data events per month to produce 750 audience targeting segments spanning sociodemographic, professional, location, life-moment, interest, purchase-intent, and behavioral dimensions. Gravity is positioned as a French alternative to GAFA for advertisers seeking independent, privacy-compliant first-party audience data, and is hosted within the EU by technology partner Mediarithmics, with programmatic activation via SSP integrations on Google AdEx, Smart Adserver, and Xandr.

The company runs a hybrid buy-side and sell-side business model. On the sell-side, Alliance Gravity aggregates publisher inventory across the 250-site network and makes it available through programmatic SSPs, monetizing it through deal IDs and programmatic partnerships. On the buy-side, the company provides full-service campaign management through in-house media traders (campaign setup, piloting, optimization, and reporting for Display and Video campaigns) as well as self-service deal ID access for trading desks and agency DSPs. Revenue is generated through programmatic advertising fees, data segment licensing, managed campaign services, and transaction-based fees. Pricing is quote-based and not publicly disclosed. Named customers and partners include EDF (co-developer and client of the Full-View video product), Havas Media (agency partner), and the 250 publisher members that simultaneously contribute data and receive monetization benefits.

Alliance Gravity is a private French SAS (Société par Actions Simplifiée) with €90,000 share capital, registered at RCS Paris under 830 408 803. The company is headquartered at 18 rue de Londres, 75009 Paris, with a registered office at 10 boulevard de Grenelle, 75015 Paris. It employs 11–50 people. Fabien Magalon serves as Director General (the primary public spokesperson), with Francis Morel as President and Legal Representative; Capucine Jenoudet was recruited as Commercial Director and Joffrey Cabau as Business Development Director in September 2020. The company is GDPR-compliant, operates under a binding Gravity Privacy Convention signed by all member publishers, and uses pseudonymization plus standard contractual clauses for non-EU data transfers.

Name

Alliance Gravity Data Media

Legal name

Alliance Gravity Data Media

Website

https://alliancegravity.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Alliance Gravity Data Media operates a French publisher data cooperative that aggregates first-party navigation and CRM data from 250 publisher sites into 750 audience segments for programmatic advertising activation, serving advertisers and media agencies as an independent alternative to GAFA.

Ownership category

akta.pro rank

Product category

Programmatic Advertising Platform

NAICS

Advertising Agencies (541810), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Audience Measurement & Media Research (Ratings, Attribution, Media Mix Insights) (MPAAALAM)

akta.pro secondary industries

Data Platform & Audience Insights (CDP, Data Warehouse, Attribution) (MPAHAJAN), Customer Journey Orchestration & Campaign Management (BPAFAFAF), Full-Service Media Planning & Buying (MPAAABAA)

Keywords

• Programmatic advertising
• Audience targeting
• Data-driven advertising
• Publisher data alliance
• Digital advertising platform

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Programmatic Advertising Revenue: Revenue generated by selling targeted advertising impressions across the 250 publisher sites and applications in the Gravity network. The Gravity platform enables advertisers to buy programmatic ad placements using Gravity audience segments through SSP integrations (Google AdEx, Smart Adserver, Xandr). Revenue is generated through ad serving and campaign management fees.
2. Data Segment Licensing: Revenue generated by licensing Gravity audience segments (750 segments) to advertisers and agencies for use in their programmatic campaigns. Segments are made available to advertisers and media agencies for composing and activating targeted digital campaigns.
3. Managed Campaign Services (Buy-Side): Full-service campaign management for advertisers including campaign setup, data-driven media strategy, performance optimization, and reporting. Media Traders configure Display and Video campaigns on behalf of clients.
4. Sell-Side Deal ID Access: Pre-configured deal IDs provided to trading desks and agency DSPs for direct campaign management in their own platforms, monetizing publisher inventory through programmatic partnerships.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Alliance Gravity Data Media aggregates first-party navigation and CRM data from a coalition of 250 French publisher sites and applications, processing 2 billion data events per month to construct 750 audience targeting segments. These segments, along with the publishers' premium programmatic advertising inventory, are made available to advertisers and media agencies via SSP integrations (Google AdExchange, Smart Adserver, Xandr) and through managed campaign services. The company additionally offers the Full-View video product that charges only for 100% completed and 100% viewable impressions.

Product overview

Alliance Gravity Data Media operates a unified data-media platform that aggregates navigation and CRM data from a coalition of major French publishers across telecom, media, e-commerce, and services sectors. The core offering consists of the Gravity Platform, which encompasses a secure data deposit infrastructure and the Gravity Segments audience targeting engine, combined with a data activation layer across 250 sites and applications for programmatic digital advertising. The Gravity Platform processes over 2 billion data events per month to produce 750 targeting segments, which are then activated by advertisers through programmatic SSP integrations (Google AdX, Smart Adserver, Xandr) and via managed campaign services by Gravity's media trading team. A notable product extension is Full-View, a viewability-gated video format launched with Havas Media and EDF.

Differentiator

Problem solved

Functional benefit

Products and services

• Gravity Platform A technology infrastructure operated by Alliance Gravity Data Media that provides secure data deposit, audience segment construction, and campaign activation services for member publishers and advertisers. Hosted within the EU by Mediarithmics, it ingests cookies, mobile SDK data, and pseudonymized CRM data from 250 publisher properties to construct 750 targeting segments activated programmatically through SSP integrations.
• Gravity Segments (Segments Gravity) Audience targeting profiles constructed by combining user navigation behavior, keyword context, app usage, and member CRM data into defined consumer categories used by advertisers and media agencies to target digital campaigns. Includes 750 targeting segments available across sociodemographic, professional, residential, life-stage (e.g., birth, relocation), interest, purchase intent (e.g., automotive), and behavioral dimensions.
• Gravity Data Targeting (Ciblages) Custom audience targeting segments tailored to advertiser objectives, drawing on the 750 segments and 250 transparent sites and applications to compose campaigns that increase marketing performance. Documented use cases include 300,000 qualified young parents/future parents per month, 300,000 recent or planned relocations per month, and 400,000 profiles with recent or planned new car purchases per month.
• Full-View A video advertising format co-developed by Havas Media and Alliance Gravity Data Media for EDF that bills advertisers exclusively for impressions that are fully completed and fully visible, establishing a new accountability standard in viewability-based video advertising pricing.

Quantifiable outcome

• 2 billion events measured per month, powering 750 targeting segments for campaign optimization
• +6 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core.

• 16 Founding Publishers (Collective Alliance)coreStrategic or Co-development Partner · 4 July 2017On July 4, 2017, 16 French media publishers, e-commerce platforms, and local media companies formed the Gravity alliance to share and commercialize their data through an innovative platform. Founding members include Orange, SFR, Fnac-Darty, Prisma, M6, L'Equipe, and others. These publishers contribute first-party navigation and CRM data to build shared audience segments and collectively monetize digital advertising inventory.
• MediarithmicscoreTechnology or IntegrationMediarithmics provides the core technology infrastructure for the Gravity Platform, including secure data deposit hosting, cookie and tracking technology, and data processing capabilities. The platform is hosted within the EU by Mediarithmics. Data from member publishers is processed through Mediarithmics technology for segment creation.
• Xandr (now part of Microsoft)coreTechnology or IntegrationXandr provides programmatic advertising technology for the Gravity Platform, including SSP integrations, cookie ID synchronization, and ad serving capabilities. Xandr operates data transfers outside the EU (to the US) for Gravity segments associated with cookie identifiers, under contractual safeguards including standard contractual clauses.
• Havas MediacoreStrategic or Co-development PartnerHavas Media is a key agency partner that co-developed the 'Full-View' video advertising product with Alliance Gravity and EDF. This innovation bills only for impressions that are both 100% completed and 100% viewable, representing a new standard in video advertising measurement.
• 250 Publisher Member Sites and ApplicationscoreStrategic or Co-development PartnerThe Gravity alliance comprises 250 French websites and mobile applications from member publishers across telecom (Orange, SFR, Sosh), media (Le Parisien, L'Equipe, Les Echos, 20 Minutes, Europe 1), e-commerce (Darty, Fnac), and services sectors. These members contribute navigation data and CRM data to the Gravity platform and share the resulting audience segments and advertising revenue.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Weborama: Weborama is a French audience data and semantic targeting company operating in the same French ad-tech market as Alliance Gravity, providing audience profiling and targeting capabilities to advertisers and agencies. It is the closest French-headquartered competitor to Alliance Gravity's Gravity Segments offering.
• Lotame: Lotame is a global data management platform (DMP) that unifies, enriches, and activates audience data for publishers, advertisers, and agencies. Like Alliance Gravity, its core value proposition is audience segmentation built from first-party data, and it competes for advertiser spend in France.
• Numberly (1000mercis Group): Numberly is a French marketing data and programmatic activation specialist offering audience targeting and data-driven campaign execution. It serves the same advertiser/agency customer base in France as Alliance Gravity and competes for the same programmatic advertising budgets.
• Eulerian: Eulerian is a French marketing technology vendor providing CDP, audience activation, and campaign orchestration tools to advertisers and agencies. Its marketing data platform competes with Alliance Gravity's Gravity Platform for French advertiser and agency marketing spend.
• Adsquare: Adsquare is a European audience data and programmatic activation platform that aggregates first-party data across publishers for advertiser targeting. Its data cooperative model and European footprint make it a comparable peer to Alliance Gravity's publisher alliance and Gravity Segments offering.
• Sirdata: Sirdata is a French first-party audience data and consent management platform that enables publishers to monetize audiences and advertisers to activate GDPR-compliant targeting. It competes directly with Alliance Gravity in the French first-party data-cooperative space, particularly around publisher-side data monetization.

Broad incumbents

• Criteo: Criteo is a French-founded global ad-tech platform best known for retargeting and commerce media, but it also operates audience targeting and media activation products. As a much larger incumbent in French ad-tech, it competes for the same advertiser and agency budgets as Alliance Gravity.
• Comscore: Comscore is a global audience measurement and media analytics company that provides independent audience reach and cross-platform measurement data to advertisers, agencies, and publishers. It is comparable to Alliance Gravity's audience measurement and campaign measurement functions and competes for media-research budgets.
• LiveRamp: LiveRamp is a leading data collaboration network and customer data platform used by advertisers, agencies, and publishers to onboard, resolve, and activate audience data. As a larger incumbent in data collaboration, it competes with Alliance Gravity's data-onboarding and audience-activation functionality in the broader market.

Others

• The Trade Desk: The Trade Desk is a leading independent demand-side platform (DSP) through which agencies and advertisers execute programmatic campaigns, including those activated against Alliance Gravity's deal IDs and segments. While not a direct competitor, it is an adjacent channel partner in the programmatic ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/alliancegrvt
• LinkedInlinkedin.com/company/grvt-alliance-gravity

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alliance Gravity Data Media