Alliance Digitale

The unified and primary trade association for digital marketing and advertising in France, and the official French member of IAB Europe

Alliance Digitale is the principal trade association for the digital marketing, advertising, and media industry in France. It was created in June 2022 through the merger of IAB France and MMA France (Mobile Marketing Association France), with DMA France subsequently joining the organization. It serves as the French member body of IAB Europe, where it is listed as 'Alliance Digitale (IAB France)', giving it a direct role in shaping pan-European digital advertising standards and policy. The association represents approximately 300 member companies spanning the full spectrum of the French digital advertising ecosystem — including publishers, agencies, ad tech platforms, data companies, and marketers. It advocates on behalf of its members on critical industry issues such as Apple's App Tracking Transparency (ATT) framework, Google's Privacy Sandbox initiative, and evolving EU privacy regulations including GDPR enforcement. It also produces industry research, best-practice guidelines, and educational resources for the French market. Alliance Digitale is led by Director General Arthur Millet and President Nicolas Rieul. By consolidating the formerly separate IAB France, MMA France, and DMA France memberships and mandates under a single umbrella, the organization positions itself as the unified voice of digital marketing in France, streamlining industry representation and amplifying its influence in both domestic and European regulatory and standards discussions.