Emetriq partners with AudienceProject to validate targeting data precision

European measurement specialist to confirm sociodemographic viewers segments for enhanced marketing campaign efficiency.

On February 4, 2025, emetriq, a Telekom subsidiary specializing in information options, announced a strategic partnership with Danish measurement agency AudienceProject to validate its focusing on capabilities. The collaboration goals to boost transparency in viewers phase high quality by unbiased panel validation.

In line with AudienceProject’s testing methodology, emetriq’s segments reveal vital precision in reaching difficult demographic teams. The validation course of revealed a 39 p.c accuracy price in focusing on customers aged 20-29 years, representing a 134 p.c uplift in comparison with random sampling. This technical achievement signifies that emetriq’s segments include greater than double the related person profiles in comparison with commonplace probabilistic focusing on.

The validation course of employs AudienceProject’s unbiased panel and monitoring pixel know-how. When customers fall into particular segments, a marketing campaign monitoring pixel is delivered throughout writer site visitors. This technical implementation allows real-time measurement of key efficiency indicators (KPIs) that quantify phase precision and uplift metrics.

Sedat Polat, Answer Director at AudienceProject, acknowledged within the announcement: “The outcomes of assorted take a look at configurations reveal that sociodemographic focusing on teams stay successfully addressable within the open internet. Additionally they reinforce our conviction that AudienceProject’s superior measurement know-how and methodology results in legitimate, constant, dependable, and sturdy outcomes that advertisers, businesses, entrepreneurs, and information suppliers can depend on.”

The partnership addresses present market challenges within the fragmented media panorama. In line with emetriq’s documentation, the corporate aggregates each first-party and second-party information in its collaborative information pool to allow numerous focusing on methods. Their technical infrastructure processes this information to create viewers segments that at the moment are independently verified earlier than deployment.

Stephan Jäckel, Managing Director of emetriq, emphasised the technical evolution past third-party cookies: “ID-based focusing on not is dependent upon third-party cookies and continues to allow exact viewers focusing on when information high quality is assured. Via the collaboration with AudienceProject, we will higher reveal the standard of our viewers segments. Purchasers know the standard they may obtain earlier than reserving.”

The validated segments are being distributed by demand-side platforms, together with The Commerce Desk. This technical integration permits advertisers to entry pre-validated viewers information by established programmatic channels, sustaining effectivity in marketing campaign execution whereas offering transparency into phase high quality.

AudienceProject, based in Denmark in 2010, focuses on cross-media measurement know-how. Their platform integrates with marketing campaign supply techniques to validate viewers information throughout digital promoting ecosystems. The corporate’s measurement methodology focuses on marketing campaign contact validation utilizing monitoring pixels, offering advertisers with concrete efficiency metrics for viewers focusing on accuracy.

For media businesses and advertisers, the partnership introduces new technical capabilities in marketing campaign planning and execution. The validation course of generates particular KPIs measuring precision and uplift, establishing quantifiable benchmarks for viewers phase efficiency. This technical framework allows data-driven optimization of focusing on methods whereas sustaining transparency in viewers high quality metrics.

The collaboration represents a big technical development in viewers validation methodology, significantly because the promoting business adapts to an surroundings with out third-party cookies. Via unbiased verification of phase high quality, the partnership goals to offer advertisers with extra dependable information for precision focusing on in more and more fragmented media environments.