La Presse implements new digital ad system
Montreal newspaper La Presse has undertaken what it descibes as "a complete overhaul of its advertising services" intended to improve its digital capabilities. The company has implemented a new system that is intended to unify and optimize access to its digital inventory. This includes new data management tools incorporating artificial intelligence and analytics technology to target audience segments. According to the company, the system tracks approximately 300 variables, including 187 fields of interest, geographic location and other demographic information.
"These technological improvements and the priority assigned to the development of advanced processes in data science will allow us to enrich the exploitation of our advertising offer," said Patrick Jutras, vice-president of sales and operations at La Presse. "This constitutes a major shift for La Presse, a redefinition of its overall approach designed to offer new possibilities to its partners."