Bouygues Telecom has selected the Google Ad Manager platform for its addressable TV advertising service.
Running on its set-top boxes, Bouygues plans to offer advertisers an end-to-end solution that will enable targeted advertising to those customers that have opted in to the service.
It has already signed an agreement with FranceTV Publicité for segmented TV offers that are expected to commence in November.
When the service goes live Bouygues will become the first operator in Europe to use the Google technology. Bouygues Telecom’s Full Stack solution will use its CMP (consent management platform) to collate consent from subscribers, before qualification, and making the audiences available to media agencies. Use of the subscriber information will remain under strict control of Bouygues.