AGMA / MMC (AGMA‑MMC)
German industry body for standardised cross-media audience measurement.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Arbeitsgemeinschaft Media-Analyse e.V.
- Entity type
- COMPANY
- Founded
- 1954
- Headquarters
- Wildunger Straße 6, 60487 Frankfurt am Main
- Company size
- 10–49
- Market role
- Data Provider / Broker
- Official website
- agma-mmc.de
What AGMA / MMC (AGMA‑MMC) does
AGMA operates a membership-funded measurement and analytics model. It coordinates and produces proprietary media audience studies, standardises methodology across channels, and monetises access to those datasets and associated planning tools. Value is created by providing trusted, comparable measurement that media buyers and sellers can use as a common planning currency in the German advertising market.
Category differentiation
This is not an ad network, media owner or DSP. It is a German industry measurement body and dataset provider for media planning, operating through AGMA and its subsidiary MMC.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
AGMA / MMC is a German industry measurement organisation that produces standardised audience and usage datasets across radio, audio, podcasts, print, newspapers, out-of-home and digital media. Its products are used as planning and evaluation currencies by advertisers, agencies, publishers, broadcasters and media planners, and it also offers an online analytics interface for cross-media planning. The business generates revenue primarily from annual membership fees, participation fees for specific studies and paid access to datasets, reporting outputs and planning tools. Rather than acting as an ad seller or media owner, it functions as shared market infrastructure for audience measurement in Germany, with MMC operating as a wholly owned subsidiary within that structure.
Company news briefing
Briefing updated:
Expanding its 'white-box' synthetic data model, agma has integrated 82,000 modelled cases with 18,000 interviews to enhance podcast profiling granularity for smaller publishers. The latest Audio-MA 2026/II and DNA reach studies further reflect this methodological evolution, incorporating microcensus population adjustments and prioritising alternative identifiers to maintain measurement accuracy in a cookie-less landscape. These developments reinforce agma’s focus on data integrity across the German media market, ensuring robust audience metrics despite shifting demographics and evolving digital consumption habits.
Business model & monetisation
Revenue comes from recurring annual membership fees, paid participation in specific measurement studies, and licensing or access fees for proprietary datasets, reports and online planning tools such as the maX CrossMedia Tool. This is primarily a subscription and licensing model rooted in industry membership rather than advertising or media arbitrage.
- Annual membership fees
- Recurring association fee
- Study participation fees
- Participation-based access to specific measurement programmes
- Dataset and reporting access
- Licensing / paid data access
- Cross-media planning tool access
- Subscription-style software access
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Media-Micro-Census GmbH
IAB vendor record: 1122
- Cookies declared
- No
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 7, 9
- Declared feature IDs
- 2, 3
- Declared special purpose IDs
- 3
- Declared special feature IDs
- 2
Products & market categories
Featured market maps
- Digital Out of Home Map Germany
This overview provides a concise snapshot of the German DOOH landscape and selected market participants. It is intended for orientation only and does not claim to be exhaustive. The selection is based on current market observations and publicly available information. As the German DOOH market continues to evolve rapidly, numerous additional players and specialized providers are active across the ecosystem. Further information on additional providers and market participants is available upon request or can be added upon verification.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
No sufficiently sourced and dated signals are available for this view.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Praktikum im Bereich der Medienforschung(Intern) | Medienforschung | Frankfurt am Main |
Explore company relationships
Questions about AGMA / MMC (AGMA‑MMC)
What is AGMA / MMC?
AGMA / MMC is a German media measurement organisation that provides standardised audience datasets and planning tools across multiple media channels.
Who uses AGMA / MMC?
Its users are mainly advertisers, media agencies, planners, publishers, broadcasters and other media owners operating in Germany.
How does AGMA / MMC make money?
It makes money through membership fees, participation fees for specific studies, and paid access to datasets, reports and planning tools.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
15 publicly documented primary sources and citations linked across the market graph.
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