M6 Unlimited, the advertising sales house of Groupe M6 and France's leading commercial audio publisher, has partnered with NumberEight, a leader in ID-less audience intelligence, to reach a new milestone in the evolution of Smart Audio, its data-driven digital audio targeting solution.

Now fully operational, this collaboration covers the entire digital audio advertising inventory of Groupe M6, including premium content from RTL, RTL2, and Fun Radio. Smart Audio now leverages NumberEight’s Affinity Audiences, enabling French advertisers to reach their target audiences with unmatched precision, performance, and privacy compliance.

Smart Audio offers a comprehensive targeting framework built around four dimensions: geolocation, demographics (age, gender), lifestyle (socio-professional category, household composition, type of residence, etc.), and affinities (sport, travel, food, football, wellness, cinema, etc.).

Powered by NumberEight's technology, demographic, affinity, and lifestyle audiences are built from contextual signals from show descriptions, keywords, and categories, combined with demographic modelling to infer attributes such as age and gender, without relying on cookies or personal identifiers. Unlike traditional IP-based targeting, this innovative ID-less approach helps significantly expand the addressable inventory across Groupe M6's digital audio content while fully complying with France's strict privacy standards.

Through this partnership, M6 Unlimited is helping turn France’s strong podcast engagement into a more addressable, data-driven and privacy-respecting channel for brands. 

"This milestone marks a significant step forward in the development of Smart Audio and gives advertisers the tools they need to fully unlock the value of Groupe M6's digital audio inventory. By combining our premium content with NumberEight's expertise, we are bringing the French market a precise, scalable, and privacy-centric audio targeting solution," said Linden Luthelo, associate commercial director in charge of digital audio at M6 Unlimited.

"We’re very excited to be partnering with M6 Unlimited and bringing the power of ID-less audience targeting to the dynamic French market. Podcasts have always been a more challenging environment for advertisers because data signals are limited and fragmented Our partnership with M6 gives French advertisers a smarter way to activate podcast audiences with confidence, combining scale, precision, and privacy in one solution," added Abhishek Sen, CEO and co-founder of NumberEight.

NumbrEight

NumberEight is the leader in ID-less audience intelligence for podcasting, gaming, audio streaming and mobile. We transform untapped signals into privacy-first audiences for planning, targeting and measurement, helping brands reach real people in rea...

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