François-Xavier Pierrel describes rebuilding TF1’s data foundation, aligning data with business lines, and using Snowflake to create an audience operating system as the broadcaster balances linear TV with a streaming-first strategy.
TF1 is pursuing a dual strategy: protect linear TV while accelerating digital streaming and ad-supported platforms.
Pierrel prioritized consolidating and simplifying TF1’s data stack before building customer-facing products.
The Snowflake AI Data Cloud was chosen as the core platform to enable an operating system for data and deliver an audience graph.
François-Xavier Pierrel, TF1's group chief data and adtech officer, explains how he is steering the French broadcaster through a phase where streaming and ad-supported platforms are central to growth while linear TV remains important. He frames his role as spanning data, adtech, and the business use of information, putting practical business impact ahead of purely technical work.
On arrival, Pierrel assessed TF1's capacity to execute at scale and concluded the company needed to simplify its technology landscape. He removed redundant technologies and reduced complexity to create a reliable foundation for digital growth. The next step was to select a unified data platform that could do more than act as a traditional warehouse.
Platform choice and initial product
TF1 decided to use the Snowflake AI Data Cloud as the core of its data ecosystem. Pierrel describes this not as a simple warehouse but as the heart of an operating system for data. The team's first product on that platform was an audience graph—an identity structure for TF1's logged-in users—designed to support personalised experiences and adtech capabilities.
Connecting data to business outcomes
Pierrel emphasizes that data work must connect directly to lines of business rather than being siloed inside IT. At TF1 the data and adtech department reports to the deputy general manager and has a remit to build interoperability and commercial ecosystems. The objective is concrete impact: grow reach, improve user experience, and increase monetisation through data-powered products and partnerships.
A recurring operational challenge Pierrel outlines is the tension between protecting a legacy linear-TV audience and accelerating a streaming-first approach. Both routes require investment and different capabilities. TF1's strategy is to maintain linear services while building habit-forming streaming products and leveraging data to improve content discovery, targeting, and ad delivery.
With foundational work underway, Pierrel's focus is on scaling the data operating system and using it to support TF1's ad-supported streaming strategy, partnerships, and improved user experiences. The organisation's ability to convert data into interoperable products and measurable business gains is central to the transformation.
We speak to Starling Bank’s deputy CIO, Frédéric Laurent, about how he uses artificial intelligence for coding personally and in his day job
Dans ma série d'interviews d'hommes de qualité (Au passage j'adorerais aussi interviewer des femmes ! Mais encore faut-il que j'en
Chris Fraser, Exiger senior vice president, spoke to ExecutiveBiz about supply chain risk, agentic AI and innovation pilots.
As viewing behaviour becomes more complex, advertisers want to know more about who they reach. These are questions TVNZ can now help answer. The post How TVNZ is building a data-rich view of Aotearoa’s audiences appeared first on stoppress.co.nz .
How Bastien Parizot, senior vice-president of global business services and AI at Reckitt, focuses on business outcomes
La première édition de Punk Phare, festival de musique punk underground dans Lanaudière, se rapproche comme l’automne. Pour l’occasion, le Canal Auditif s’est entretenu avec l’idéateur du projet, François-Alexis Fontaine… L’article Entrevue | François-Alexis Fontaine Larouche : un phare pour le punk est apparu en premi
Loading more related stories...
Open the app view to save this story, compare related coverage, and continue from the same source.