Leverage Lab, the foremost expert in leveraging first-party data to drive revenue for media companies, has partnered with 5×5, a member-driven data cooperative, to expand audience intelligence and improve addressability. This collaboration empowers media organizations to not only convert anonymous visitors into known users but also enrich existing audience records with deeper, more actionable insights, strengthening engagement and monetization strategies.

As AI reshapes search and audience behaviors evolve, every visitor to your website holds greater value than ever before. However, too many site visitors remain anonymous, limiting their full potential. Recognizing this shift, Leverage Lab has expanded its enterprise audience solutions with a suite of first-party data products—enhanced by 5×5’s advanced identity resolution and data enrichment capabilities.

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“The way media companies grow and engage audiences is changing rapidly,” said AnnMarie Wills, CEO, Leverage Lab. “Disruptions to traditional audience sources require new ways of thinking and new solutions. Our partnership with 5×5 enables our client partners to maximize the effectiveness of their first-party data, and turn unknown users into high-value, addressable audiences.”

Unlocking New Opportunities in Audience Intelligence

Through data enrichment, identity resolution, and engagement insights, media organizations can:

• Strengthen Audience Profiles – Fill gaps in customer data to improve segmentation, personalization, and monetization.
• Enhance Addressability – Convert anonymous visitors into known, high-value audience segments that drive engagement.
• Identify High-Intent Prospects – Surface behavioral insights to prioritize advertising and subscription efforts.
• Improve Monetization Strategies – Increase advertiser value by offering better-defined, premium audience segments.

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A Future-Ready Approach to Audience Growth

As media companies navigate new challenges in audience acquisition, the ability to connect, understand, and activate first-party data is critical for long-term success. By enriching audience profiles and strengthening addressability, this partnership delivers the insights and intelligence needed to drive engagement and revenue growth.

“The Leverage Lab partnership is a great example of how the 5×5 data and Leverage Lab’s capabilities, when applied together, provide critical audience & monetization solutions for publishers and brands,” said Nick Weldon, Co-Founder CEO of 5×5.