Publisher audiences, zero personal data. How Mediekompaniet sells first-party data across a network.
One of Sweden’s largest and oldest ad networks needed first-party audiences from many media houses. The publishers needed to stop sharing personal data. Samhub solved both with one ID-free taxonomy.
Publishers stopped sharing data. Campaigns stalled.
Mediekompaniet had tested several data providers. But as GDPR enforcement tightened, publishers grew reluctant to share data with third parties, and passing on personal data became too risky. Every publisher also built audiences its own way, so quality and reach varied from site to site.
Several of Mediekompaniet’s owners, including Stampen Media, NWT Media and NTM Media, already ran Samhub. The goals were clear:
Audiences travel. Personal data stays home.
Instead of uploading cookie IDs server to server, Samhub exposes the audience in real time on each page view. Mediekompaniet receives the audience, never the user ID. It processes no personal data, so legal risk drops for everyone involved, and nothing depends on third-party cookies.
Cookie IDs shared between companies
A different taxonomy per publisher
Dependent on third-party cookies
Only an audience ID is shared
One taxonomy across media houses
First-party, cookie-independent
Plugged into the stack the network already runs.
“Through Samhub, we can use our publishers’ first-party data without processing any personal data. That gives our advertisers secure, reliable data, collected with users’ consent.”
More reach, one pitch, less legal risk.
Which of your channels still sell without data? Each one is margin left on the table.
Built by media, not just for media. Six Swedish media houses built Samhub because no platform understood their business. There’s a difference.
