Independent technology company partners with major
publishers to offer greater addressability and cookie-less
people-based marketing capabilities to marketers
NEW YORK, June 19, 2017 /PRNewswire/
-- Sonobi, an independent technology firm built
for people-based media transactions across the comScore 250, today
announced that its cookie-less addressable marketplace has
grown to over 150 million logged-in, plannable users, a number it
expects to double by year end. With over 50% of the comScore
250 integrated, including publishers such as The Weather
Company an IBM Business, Penske Media Corp.,
and NY Daily News, Sonobi's addressable solution now reaches more
of the US population than either Snapchat or Twitter. This
milestone helps underscore Sonobi's ongoing mission to bring a
clear alternative to the walled gardens.
"In order to bring the value of what the walled gardens
provide it's crucial that publishers have the ability to
create value through addressability and efficiency. Sonobi is the
bridge, bringing together technology and content to provide
cookie-less people-based solutions for premium media brands," said
Michael Connolly, CEO at Sonobi.
"Currently, the technology that exists in the broader marketplace
is unable to guarantee an ad was delivered to a real person. Our
JetStreamâ„¢ technology is the single solution to buy directly from a
publisher, offering a standard that's addressable, scalable and
efficient, and most importantly, in a premium content
environment."
Within the current digital media landscape, the vast majority of
growth is being driven into the "walled gardens." Even with
increased awareness around the inherent risks user-generated
content poses for advertisers, publishers are working harder than
ever to establish value in their voice and avoid being replaced by
platforms without premium content and voice. Sonobi
addresses these market challenges by enabling publishers and brands
to create effective, quantifiable advertising experiences, engaging
the people they want to reach within the content that they care
about across the internet.
"You have to look at it as a set of tools we
have available to us to get closer to a 1:1 conversation with
consumers, all of which we welcome. Facebook hasn't provided a
buying platform to access independent publishers with
transparency/control over price. I see platforms like Liveramp,
Neustar and others like the solution that Sonobi is offering or
publisher consortia, providing approaches to translating 1st party
customer data into user segments that ad platforms can understand
for buying on independent publishers, programmatically, based on a
more verified concept of identity. And we will leverage those
options to the extent that they provide addressability on inventory
that sits outside the walled gardens," said Steve Katelman, EVP of global
strategic partnerships at Omnicom Media Group.
"Media companies need to have a strong position on how
they sell addressable audiences to buyers. We are excited to work
with Sonobi to add value through data & technology to the
audiences we engage through our premium content experiences. True
addressability will further value the media experiences we can sell
to our advertisers," said Grant
Whitmore, Executive Vice President, Digital at New York
Daily News.
Through this initiative Sonobi is working with premium
publishers and agencies to offer advertisers addressability,
efficiency, and scale to build transparency, grow direct audience
selling, and people-based marketing.
Media Contact:
N6A for Sonobi
212.334.9753
sonobi@n6a.com
About Sonobi
Sonobi is an independent technology company that builds
innovative people-based solutions, bringing greater addressability,
context, efficiency, voice, and scale to the business of
advertising. Sonobi helps strategic partners forecast new market
opportunities and enhance value delivery to clients, and create
more profitable businesses through the integration of progressive
data procurement and user-centric sales management technologies.
Our JetStream technology is transforming the business of
traditional impression-based advertising, unifying comScore 250
premium publishers and Fortune 500 advertisers to collaborate,
create, and deliver more effective communication plans, upfront and
guaranteed, for the people that matter most -- consumers. For more
information please visit http://sonobi.com/.
About PMC
Penske Media Corporation (PMC) is a leading digital media and
information services company whose award-winning content attracts a
monthly audience of more than 180 million and empowers more than 1
million global CEOs and business thought-leaders in markets that
impact the world. Our dynamic events, data services, and rich
content entertain and educate today's fashion, retail, beauty,
entertainment and lifestyle sectors. Headquartered in New York and Los
Angeles with additional offices in 11 countries worldwide,
Penske Media is the way global influencers are informed, connected,
and inspired. To learn more about PMC and its iconic brands, visit
www.pmc.com.