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  • Samhub
  • Secure Targeting for Media Networks

How Mediekompaniet ad network make use of 1st party audiences, securely

Learn how Mediekompaniet unlocked the power of first-party audiences and at the same time reduced legal risks for both themselves and the media houses that share the audience data with them.

300

higher addressability

4

GDPR penalty removed

15

uplift for data-driven campaigns

Customer

Mediekompaniet

Industry

Ad Network

Services Used

Samhub for Media,
ID-free export,
Standard Audience Taxonomy

Visit Mediekompaniet

Table of Contents

01 Customer Background

02 Challenges

03 Solution

04 Key Features

05 Results and Outcomes

1

About Mediekompaniet

Mediekompaniet is one of Sweden’s biggest and oldest digital ad networks, serving hundreds of websites and the biggest media houses with network ad sales.  
 
As several of Mediekompaniet’s owners are customers of Samhub we presented our ID-free audience exports as a solution for our media clients to share first-party audiences with Mediekompaniet without having to share any personally identifiable information (PII), which had become a blocker for Mediekompaniet. They wanted to use the publisher first-party audiences to drive higher CPM-levels, but the risk to publishers in sharing PII was to big.
 
Through Samhub Mediekompaniet not only gained access to first-party audiences but also got access to a unified audience taxonomy across multiple publisher websites.

2

The Challenge

Legal complexity, adtech fragmentation, 3rd party cookie reliance.
 
Mediekompaniet had tested several different data providers but as the GDPR has been implemented in an increasingly stricter way, publishers and media have become more reluctant to share data with third parties. Relying on first-party data means relying on how the audiences are created by each publisher, thus creating audience quality and reach fragmentation across media houses.
 

Key Objectives:

→ For Mediekompaniet to get access to high quality first-party audiences with significant reach to be able to deliver on high volume targeted national and regional campaigns..

→ Remove the legal complications associated with gaining user consent and processing of personal information by Mediekompaniet as a third party.

→ To unify the audience taxonomy in order to make it easier for the Mediekompaniet sales team to communicate the audiences and how they are created, in order to sell more at higher CPM-levels.

→ Remove the legal risks for the different media houses when it comes to sharing targeting data with third parties.

3

The Solution

ID-free export of a unified audience taxonomy across multiple publishers and domains
 
As some of the owners of Mediekompaniet (Stampen Media, NWT Media and NTM Media) are customers of Samhub, where Samhub assists them in creating their first-party audiences, it was natural for Mediekompaniet to reach out to Samhub and discuss the options. 
 
As Samhub is a service based in the real needs of publishers and media when it comes to first-party data we were happy to look at the options for Mediekompaniet and their owners. 
 
As the owners already had access to the new programmatic audience taxonomy via Samhub the first party; to have a unified taxonomy that does not rely on third party cookies, was solved. 
 
We then applied our ID-free export, where we expose the audience data in real time, on the page view, instead of passing it via server to server cookie ID uploads. This meant that Mediekompaniet did not have to receive any ID’s from the different media houses, thus removing the need for processing of personally identifiable information. This means lower legal risks for the media houses and for Mediekompaniet.

4

Key Features Implemented

Unified Audience Taxonomy: Samhub comes loaded with a ready to use audience taxonomy that includes social economic audiences, demographic audiences, contextual targeting and first-party interest audiences. 

ID-free export: The ID-free export feature delivers audience targeting data in real time on each page view. Fully integrated with both header bidding and different wrappers like Livewrapped. This feature directly links the audience targeting information to the page view of the publisher.

SSP-integrations: The ID-free export connects to both Adform and Pubmatic that Mediekompaniet use as SSP’s. 

"The disappearance of 3rd party cookies is a huge challenge for us. Thanks to Samhub, we are able to be at the forefront of this transition."
Håkan Hamrin
Head of Programmatic

5

Results and Outcomes

300% better addressability than 3rd party audiences 
Mediekompaniet is independent of 3rd party cookies, and as they only have 25% of the reach compared to 1st party audiences they secure a better audience reach that is based on 1st party ID’s instead.
 
A unified audience taxonomy
Mediekompaniet can now offer their own set of audiences based on publisher 1st party data, adn have packaged them into audiences that are easy for their sales team to communicate and easy for the buyers to understand. 
 
Reduced the risk of having to pay 4% of the turnover in penalties
The solution significantly reduces the risk of sharing targeting data with third parties as the Samhub method removes the need to share personal information in the process.
 
Increased CPM-levels of 15 SEK
The base addon of targeting data is minimum 15 SEK and higher if you combine multiple audiences. This means moving audience spend from the DSP’s to the sellers of media instead.

3

Media Houses

60+

Standardized audiences

4%

GDPR penalty fine

300%

Better addressability

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