COMPANY

AGMA / MMC (AGMA‑MMC)

AGMA / MMC (AGMA‑MMC) is a german industry body for standardised cross-media audience measurement.

Analyst Perspective

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.

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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.

AGMA / MMC (AGMA‑MMC): About

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.

How AGMA / MMC (AGMA‑MMC) Works & Monetises

Business model analysis and core revenue streams

Revenue appears to come 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.

Revenue Channels

Annual membership feesRecurring association fee

Study participation feesParticipation-based access to specific measurement programmes

Dataset and reporting accessLicensing / paid data access

Cross-media planning tool accessSubscription-style software access

Products & Services in Categories

Verified structural categorizations from the graph

Media Channel

Podcasts Connected TV (CTV) & OTT Digital Out-of-Home (DOOH)TV (linear)Radio (traditional)Audio & Broadcast Print Out-of-Home (OOH)Display, Web & Mobile

Technology

Measurement & Analytics Platform

Recent Signals (AGMA / MMC (AGMA‑MMC))

AGMA / MMCApr 22, 2026

News & Stories der Arbeitsgemeinschaft Media-Analyse

This section includes new press releases, product launches, or major corporate announcements.

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AGMA / MMCApr 22, 2026

Presse | AGMA MMC

In dieser Rubrik finden Sie aktuelle Pressemitteilungen sowie das Pressearchiv der agma. Umfangreiche Download-Angebote sowie Bildmaterial unserer Tagungen, Veranstaltungen und Seminare runden das Angebot ab.

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AdzineNov 1, 2024

AdTech's Currency Crisis: Unifying Moving-Image Metrics Needed

The article discusses the lack of a unified moving-image (Bewegtbild) currency and ongoing debates within Joint Industry Committees (JICs) such as AGF-Videoforschung and AGMA. It argues that global platforms resist national JIC standards, leveraging their own metrics as advertisers push for cross-channel consistency. The piece cites the outsized profits of Meta and Alphabet/Google to illustrate platform power, and references two media equivalence studies (2018 and 2020) conducted with Seven.One Media and Google, which showed qualitative impact varies by medium and that YouTube/Facebook cannot fully replace linear TV even with multiple spot contacts. It notes progress like Prime Video reach now being reported in AGF Reach Planner, and announces an anticipated adtech cooperation between RTL Deutschland and ProsiebenSat.1 in early 2025 to streamline cross-platform spot delivery across linear TV and streaming. The author advocates pragmatic approaches using additional data to better optimize cross-media campaigns.

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AGMA / MMC (AGMA‑MMC): Frequently Asked Questions

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.

Company Facts

Founded: 1954
Headquarters: Wildunger Straße 6, 60487 Frankfurt am Main
Core Segment: Data Provider / Broker
Company Size: 10–49
Official Link: agma-mmc.de