Emetriq partners with AudienceProject to validate targeting data precision

On February 4, 2025, emetriq, a Telekom subsidiary specializing in data solutions, announced a strategic partnership with Danish measurement firm AudienceProject to validate its targeting capabilities. The collaboration aims to enhance transparency in audience segment quality through independent panel validation.

According to AudienceProject's testing methodology, emetriq's segments demonstrate significant precision in reaching challenging demographic groups. The validation process revealed a 39 percent accuracy rate in targeting users aged 20-29 years, representing a 134 percent uplift compared to random sampling. This technical achievement indicates that emetriq's segments contain more than double the relevant user profiles compared to standard probabilistic targeting.

The validation process employs AudienceProject's independent panel and tracking pixel technology. When users fall into specific segments, a campaign tracking pixel is delivered across publisher traffic. This technical implementation enables real-time measurement of key performance indicators (KPIs) that quantify segment precision and uplift metrics.

Sedat Polat, Solution Director at AudienceProject, stated in the announcement: "The results of various test configurations demonstrate that sociodemographic targeting groups remain effectively addressable in the open web. They also reinforce our conviction that AudienceProject's advanced measurement technology and methodology leads to valid, consistent, reliable, and robust results that advertisers, agencies, marketers, and data providers can rely on."

The partnership addresses current market challenges in the fragmented media landscape. According to emetriq's documentation, the company aggregates both first-party and second-party data in its collaborative data pool to enable diverse targeting strategies. Their technical infrastructure processes this data to create audience segments that are now independently verified before deployment.

Stephan Jäckel, Managing Director of emetriq, emphasized the technical evolution beyond third-party cookies: "ID-based targeting no longer depends on third-party cookies and continues to enable precise audience targeting when data quality is assured. Through the collaboration with AudienceProject, we can better demonstrate the quality of our audience segments. Clients know the quality they will receive before booking."

The validated segments are being distributed through demand-side platforms, including The Trade Desk. This technical integration allows advertisers to access pre-validated audience data through established programmatic channels, maintaining efficiency in campaign execution while providing transparency into segment quality.

AudienceProject, founded in Denmark in 2010, specializes in cross-media measurement technology. Their platform integrates with campaign delivery systems to validate audience data across digital advertising ecosystems. The company's measurement methodology focuses on campaign contact validation using tracking pixels, providing advertisers with concrete performance metrics for audience targeting accuracy.

For media agencies and advertisers, the partnership introduces new technical capabilities in campaign planning and execution. The validation process generates specific KPIs measuring precision and uplift, establishing quantifiable benchmarks for audience segment performance. This technical framework enables data-driven optimization of targeting strategies while maintaining transparency in audience quality metrics.

The collaboration represents a significant technical advancement in audience validation methodology, particularly as the advertising industry adapts to an environment without third-party cookies. Through independent verification of segment quality, the partnership aims to provide advertisers with more reliable data for precision targeting in increasingly fragmented media environments.