Sonobi Leverages Expanded Partner Community to Build 3rd Largest Addressable Digital Marketplace


Sonobi has announced that its cookie-less addressable marketplace has grown to over 150 million logged-in “plannable” users. The independent technology company that partners with major publishers to offer greater addressability and cookie-less people-based marketing capabilities is set to double the user base by the end of 2017. The expanded partner community will become the world’s third largest addressable digital marketplace for people-based media transactions across the comScore 250.

Sonobi, the maker of Jetstream, has more audience reach than either Twitter or Snapchat. 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 is part of the company’s mission to bring a clear alternative to the walled gardens.

Michael Connolly, CEO at Sonobi, says, “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.”

Read More: 5 Ways CMOs can Include Programmatic for Video Advertising in 2017

Within the current digital media landscape, a 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.

Connolly adds, “Currently, the technology that exists in the broader marketplace is unable to guarantee an ad was delivered to a real person. Our JetStream™ 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.”

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

Steve Katelman, EVP of global strategic partnerships at Omnicom Media Group, said, “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. We will leverage those options to the extent that they provide addressability on inventory that sits outside the walled gardens.”

Sonobi identified the four pillars of people-based media strategy to drive effective campaigns. They are –

  • Upfront Audience Planning
  • Effective Negotiation based on Data-Driven transactions
  • Reservation of Defined Consumers
  • Scalable Omnichannel media delivery with reliability

Grant Whitmore, Executive Vice President, Digital at New York Daily News, mentions, “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.”

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.

Sonobi is expected to continue its innovation that creates a more centralized planning to engage with publishers, platforms and relevant properties across the internet. The expanded digital marketplace will deliver to addressable audiences you define, guaranteeing maximized and exact reach across the comScore 250.

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