Following the approval of the relevant authorities, La Place Media, formerly known as AdMediaPremium, will start selling exclusively premium inventory from the following media sites: Amaury Médias, FigaroMedias, Lagardère Publicité and TF1 Publicité. One-hundred per cent of their inventory will be RTB-enabled.

La Place Media will take on further partners between now and September. Its objective is to set itself apart from other ad exchanges by providing advertisers with powerful targeting capacities, at scale, in a guaranteed premium and brand-safe environment. The company will soon be extending its offering with proprietary audience data and mobile inventory.

This collection of premium publishers is a sign that the space is beginning to mature and genuinely scale. It is also a reflection that premium publishers are taking ownership of how they will engage with programmatic monetisation.

As part of this move, La Place Media has appointed Fabien Magalon as Managing Director. "I am thrilled to join La Place Media. It’s an exciting time for our premium publisher customers as we leverage technology and data to improve efficiency of their inventory. It's an equally exciting time for our advertisers as we aim at making some of the most premium french inventory available to the programmatic display space."

With over ten years’ experience in online advertising, Magalon has worked with Advertising.com, TradeDoubler, been Operations Director to France, Germany, Italy, Spain and the Netherlands for DRIVEpm, EMEA Region for Microsoft Media Network and, most recently, Development Director at Rubicon Project in France.