Interview ·
Values.media's agent-to-agent connection to TF1, M6 and France Télévisions is live
Original title, in French: “"La connexion de Values.media à TF1, M6 et France Télévisions en agent to agent est live"”
- Publication
- Journal du Net (France)
- Author
- Luciana Uchôa-Lefebvre
- Published on
- 12 October 2026 · read in the page structured data
Summary
In this interview, Emmanuel Crego, managing director of the Values group, describes how Values.media is rolling out agent-to-agent TV advertising buying, already live with M6 and France Télévisions, following TF1. Agents communicate in real time about available inventory to build campaign scenarios, with the final negotiation remaining human. This buying mode currently covers TV sponsorship, which accounts for around 10% of the French linear TV media budget, or more than €300 million. Five campaigns have already been run with TF1 since June. Values.media has also connected buying agents to Meta, TikTok, Equativ, Pubmatic, Amazon DSP and Prisma, and is in discussions with players in DOOH and radio.
Summary based on the full text of the article.
Read the article on Journal du Net →Figures cited
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10 %
Share of sponsorship in the linear TV media budget in France
French linear TV advertising market, 2026
« le sponsoring capte environ 10% du budget média TV linéaire aujourd’hui, soit plus de 300 millions d’euros au total du marché français »
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300 million EUR
Size of the linear TV sponsorship market in France
French linear TV advertising market, 2026
« le sponsoring capte environ 10% du budget média TV linéaire aujourd’hui, soit plus de 300 millions d’euros au total du marché français »
-
5 campaigns
Number of agent-to-agent campaigns run with TF1 since June
Values.media and TF1, since June 2026
« depuis juin nous avons déjà déployé cinq campagnes avec TF1, qui met à disposition de manière agentique la quasi intégralité des disponibilités en sponsoring sur sa chaîne »
Classification
- Country
- France
- Company size
- All sizes
- Industries
- Media, communications, marketing
- Companies
- Apostra (supplier), Values.media (deploys AI), TF1 (deploys AI), Meta (cited), M6 (deploys AI), Amazon DSP (cited), The Trade Desk (cited), Equativ (cited), Pubmatic (cited), Prisma (cited), TikTok (cited), Laier (cited), Concord (cited), France Télévisions (deploys AI)
- Keywords
- agentic media buying, agent to agent, tv advertising, tv sponsorship, adcp protocol, media agency
Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to Journal du Net and its author. Entry translated from French by Claude Sonnet 5.5.