About the project

The Tech Stack study was created around a simple belief: technology choices have become a core strategic issue for news publishers, yet they remain mostly invisible, fragmented, and hard to benchmark.

Publishers today operate across increasingly complex marketing stacks, constantly evolving newsroom tools, strong technical constraints and now, the fast rise of generative AI.

Founded in 2021, the study has been continued annually since 2022 to help publishers choose and build the best-suited tech stack to their needs.

Initially, the study focused on French publishers and mapped their tech stacks across three core areas: marketing tools, editorial choices, and technical infrastructure. Starting in 2026, the project expands internationally and introduces a fourth category dedicated to advertising technologies, reflecting the growing importance of ad stacks and revenue operations in publisher strategies.

Its core principle remains unchanged: to consolidate practices into a complete overview while ensuring full confidentiality for respondents.