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.
The Tech Stack Study was initiated in 2021 by Marion Wyss, a French media professional, and later brought to Sciences Po University thanks to the support of Jean-François Fogel, then Head of the Executive Master in Media Management.
Following Jean-François’ passing in 2023, the project was structured to ensure its long-term independence through the creation of a French non-profit association (loi 1901) in 2024.
Today, the Tech Stack Study is overseen by a small core team combining newsroom, marketing, and technical expertise. The association currently brings together Sophie Cassam Chenaï (Deputy Director at Le Parisien), Sacha Morard (former CTO/CIO of Le Monde Group, founder of Edgee) and Marion Wyss
Additional industry professionals may join the association in future editions, depending on the scope and focus of the study.
The team for the 2026 edition
The study is currently coordinated by four industry experts across publishing, product, technology and advertising.
Marion Wyss
Co-founder, Audiencers
Sophie Cassam Chenaï
Deputy Director, Le Parisien
Sacha Morard
Co-founder, Edgee
Aymeric MAROLLEAU
Editor-in-chief Data & Lab, mind group
An independent initiative
Tech Stack is run by the French non-profit association TECH STACK (SIREN 931 440 010).
The project is fully independent and not affiliated with any of the authors’ professional activities.
Press coverage
