Poool, the startup specialised in content access management, and AT Internet, a global player in digital analytics, have joined forces for a technological partnership to support players in the media industry. The two companies have developed “AT Connect Poool”, a connector between their respective solutions, the dynamic paywall Poool Access and the audience measurement solution Analytics Suite 2.

Access to content & analytics: 2 key areas of expertise for publishers

Paywalls, which control access to content, are at the centre of publishers’ business models. Poool’s dynamic paywall provides each reader with a personalised experience based on their profile or the content they are looking to consume. Poool allows users to embrace the test & learn logic, particularly adapted to the digital sector. Publishers’ marketing teams can easily master content access rules and regain control of their paywall strategy, whether it is acquisition, engagement or monetisation.

AT Internet helps companies to measure their audience and optimise their digital performance on all channels. Their solution, the Analytics Suite 2, provides contextualised, reliable and actionable information. Usable by all the company’s employees, it meets the needs of novice users as well as experts in digital analytics or data mining. The power of the tool and the quality of the support offer have been recognised worldwide and have made it possible to place AT Internet at the rank of “Leader” in Web Analytics.

Maxime Moné, co-founder of Poool, believes that “when it comes to monetising the online press, there is no magic formula. Experience has shown us that daring to launch out, testing hypotheses, learning from mistakes and constantly optimising is a must for every publisher to find the best mix, its own mix. With adapted data tools, decision-making in the test phase is obviously made easier! It was therefore logical for Poool and AT Internet to combine their respective expertise in content access management and analytics.

A connector for new synergies

The “AT Connect Poool” connector allows publisher customers that work with both Poool and AT Internet to benefit from a complete and efficient ecosystem to implement and improve their monetisation strategies:

1. Paywall displays, widget activations, article unlocks… Publishers automatically find all the statistics specific to the use of the Poool paywall in the Analytics Suite and can cross-reference them with all the data already collected by AT Internet.

2. Thanks to the “custom groups” functionality offered by the Poool dashboard, they are also able to implement specific unlocking scenarios based on the segments created in the Analytics Suite. They thus benefit from a fine and tailor-made segmentation of their audience.

“We are aware of the challenge that monetisation represents for content publishers. It was therefore only natural that we wanted to provide our media customers with a concrete solution. Combining our Analytics data with dynamic Poool paywalls makes it easy to analyse audience behaviour, create relevant segments and set up effective scenarios. Paywall customisation is the key to enabling publishers to improve their readers’ experience, while optimising their digital performance, whether in terms of acquisition, engagement or monetisation. Through this partnership, we aim to provide the media with a tool to continue to distribute quality content, and indirectly, to guarantee their independence through better control of their revenues. “says Géric Fossé, Technology partner manager at AT Internet.

“The AT Internet – Poool connector is a major step in our strategy to customise user paths. We will now be able to precisely address our targets according to their behaviour and thus meet our conversion and engagement challenges (on-boarding and retention). All this is fully in line with our Customer Success philosophy. ” explains Yannick Védrines, Head of Product & Data at Infopro Digital Group.

These new features are already available. They will very soon be completed by new functionalities currently being designed by the Poool and AT Internet teams, including access to new and highly valued user data such as the propensity to subscribe.

About Poool

Poool was created in 2016 with the vision of facilitating access to content and its financing. Its first Poool Access product is a dynamic SaaS paywall solution that allows publishers to set up specific access rules based on each reader’s profile. In this way, it seeks to reduce friction and frustration, whether on the side of readers who are often stuck discovering articles, or on the side of publishers who would like to easily implement marketing tests on the fly. Poool already has more than 60 customers, including the main French publishers. – Learn more about poool.tech

About AT Internet

One of the world’s major players in digital analytics since 1996, AT Internet helps companies measure their audience and optimise their digital performance across all marketing channels. From data collection to exploration, activation and the sharing of insights, AT Internet’s Analytics Suite 2 provides fully reliable data for optimal decision-making company wide. Perfectly adapted to e-commerce, media, finance/banking, and corporate websites and mobile apps, the Analytics Suite is easy-to-use for all individuals within a company, whether they’re business users, analysts or data scientists. The quality of AT Internet’s solution and service has recently been recognised by leading independent industry studies. AT Internet’s digital analytics solution is used on more than 20,000 sites and applications around the world, across all industries. With more than 200 employees, the group is present globally via its customers, subsidiaries and partners – More information on atinternet.local