Press release

• The marketer relies on the results of agma's Digital Usage Study (DNA) to measure reach
• Numerously represented among the TOP 10 in the ranking
• Total digital reach of 25.4 million* unique users

Düsseldorf, 06.12.2024. iq digital relies on the agma DNA, the new “Digital Usage Study of the Arbeitsgemeinschaft Media-Analyse e.V.”, which was published for the first time on Wednesday, for reach measurement and is looking to the future with this decision. The identification of relevance and added value for the advertising market is the top priority.

 

The Arbeitsgemeinschaft Media-Analyse e.V. (agma) is an association of around 200 of the most important companies in the advertising and media industry with the aim of researching mass communication.

 

In the ranking of unique users, iq digital is among the top 10 with the leading media DER SPIEGEL, ZEIT ONLINE and FAZ.NET, among others. The marketer reach of over 25.4 million* unique users shows: Germany reads leading media.

 

The new agma DNA study creates a valid reach standard for the digital business and meets all the requirements of modern media planning. Advertising-relevant contacts are measured using the open source standard Prebid, which is already known from the field of programmatic advertising. The advertising reach (ad reach) identified using DNA only includes contacts on pages with bookable advertising space and is published monthly together with socio-demographic data.

 

Steffen Bax, CEO of the premium marketer from Düsseldorf, comments: “The new DNA digital study from agma determines real ad reach and thus fulfills a long-standing demand from advertisers and marketers. It is a future-proof solution that works without cookies. Together at agma, we are developing real added value for the market - and also for our marketing.”

 

The measurement of the new study is based on the header bidding used in the programmatic market, using a technical measurement via a prebid analytics adapter. The execution of a virtual bidding process is measured. This means that page components that are not marketed programmatically can also be recorded via the integration of the prebid framework and the agma Prebid Analytics Adapter. Cookies are not used for ID merging; instead, alternative identifiers such as NetID or ID5 are taken into account.

 

Bax continues: “For us, the development of the agma DNA study perfectly reflects the market needs of an increasingly broad Internet and is a step towards future viability. We are convinced by the efficient structure of the study, the high target group transparency and the data protection-safe technology. With this decision, we are taking a promising path in a changing market.”

 

*Source: agma DNA, net reach / October 2024

 

About iq digital:

iq digital media marketing gmbh is the exclusive marketer for leading media in Germany. The portfolio includes top-class media in the areas of general news, business & finance, specialist media and millennials. Websites such as DER SPIEGEL, FAZ.NET, Handelsblatt Online, Süddeutsche Zeitung, WirtschaftsWoche Online, manager magazin, Harvard Business manager and Der Tagesspiegel provide decision-makers with daily information on all relevant topics. As a joint venture between FAZ Verlag, Handelsblatt Media Group, Süddeutsche Zeitung Verlag and ZEIT Verlag, Düsseldorf-based iq digital stands for high reach in the areas of news and business/finance as well as for special interest offerings to address specific target groups. With a total digital reach of 25.4* million unique digital users, iq digital is one of the leading marketers for digital quality media and mediabrands.

 

 

Press contact:

Simone Lopez Sanchez

simone.lopezsanchez@iqdigital.de

iq digital media marketing gmbh

Toulouser Allee 27

40211 Düsseldorf