Web 2.0 focused on content supplied by individuals, and enabled them to diffuse their images to the general public. In 2005, a platform was created to present the contributions of non-professional individuals who’d witnessed real events and interesting scenes from daily life.

IMCA conducted a feasibility study and market research in conjunction with the French news agency AFP, and Citizenside was founded in 2007. IMCA is one of its shareholders via the company IAM (Image Amateur Marketplace), which holds 26% of the platform’s capital, with the AFP (34%), and the operating team (40 %).