Admeld announced today it is offering adnologies’ data solutions to publishers using its platform. Adnologies is a Hamburg-based ad technology company (ExchangeWire Q&A) with a number of data offerings for the European market. Its data exchange solution allows buyers access to large volumes pan-European intent data. Here Tom Jenen, Commercial Director, EMEA at AdMeld, discusses the new deal and the impact it will have on European publishers.

Can you give an overview on the partnership between adnologies and Admeld?

TJ: With more than 120 million anonymous profiles, adnologies is one of Europe’s largest aggregators of purchase-intent data around e-commerce transactions. The partnership helps Admeld’s publisher clients more effectively identify, package, and monetise their most valuable audience segments across Europe.

How will publishers benefit from this new deal?

TJ: The addition of adnologies data helps publishers convert previously blind impressions into highly valuable, directly actionable inventory. This is the first time that adnologies data has been available via a SSP in Europe, so it’s a key step forward for Admeld’s publisher clients in making the transition between selling solely by context towards embracing audience selling as well. We find that those who pursue both approaches are best prepared to capture the most demand.

How does this improve the quality of targeting that’s possible via the Admeld platform?

TJ: Though we enable our publishers to access data from Quantcast, Peer39, and more than a dozen data providers in the US, so working with adnologies in the EU gives our clients that much more intelligence on their audiences. This is especially true because European markets typically haven’t had as many quality sources of data.

Is this a pan-European deal? Can you give some insight on what markets will benefit most from this partnership?

TJ: While the adnologies’ data spans the whole continent, the places in which they have the greatest coverage are Germany, France, and Eastern Europe. Because these markets have typically been under-served from a data collection point of view, publishers with audiences in these areas will benefit the most.

Are there any privacy issues around the collection of this data?

TJ: One of the questions we ask before working with any partner is if they adhere to the privacy regulations and best practices of the countries in which they operate. Adnologies’ confirms that their data is completely anonymous, contains no personally identifiable information, and is collected in compliance with German privacy laws, which are arguably the strictest in all of the EU.