What French and U.S. Ad-Tech Companies Can Learn from Each Other
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French and U.S. ad-tech companies can learn a lot from each other. While the U.S. continues to dominate ad tech, a number of French companies have done very well, too. Admonk, Alenty (which was acquired by Appnexus last year), Criteo, Teads, Synthesio and our own firm have all had good success.
The standing perception — and occasional joke — is that we French can be a bit stubborn in the way we approach the world. France is proud of its engineers. The school system is renowned for focusing students on analytical skills and math at a very early age and emphasizing those skills throughout students’ academic careers. Engineers work hard in France, too. After all, they don’t have just pizza and beer to look forward to at the end of a long day — they have excellent wine and cheese.
Math and analysis are particularly important in ad tech’s programmatic environment. But the industry competes for the top engineers with the financial-services industry, which lavishes attention and compensation on those who design good trading algorithms.
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