agof.de

AGOF operated as a non-profit industry association that coordinated and financed online audience measurement studies for the German digital advertising market. It created value by establishing common methodologies and datasets for digital reach, audience composition and device usage that functioned as trading currencies between publishers, agencies and advertisers. The association organised financing via member contributions and study-specific cost allocations, then distributed the resulting datasets through a browser-based planning tool and data licences. A wholly owned services company carried out the technical and operational work for the studies, effectively acting as the execution arm under the association’s governance and financing framework.

Arbeitsgemeinschaft Onlineforschung (AGOF) was a German industry association that produced standardised digital reach and audience measurement studies for the online advertising market. Its flagship studies provided daily and monthly reach, user-structure, and device-level metrics used as currency data by media agencies, advertisers and digital publishers for media planning and benchmarking. The association is currently in liquidation, but its historic role was to coordinate methodology, commission studies and distribute planning tools to the market.

AGOF generated income through mandatory membership contributions from participating publishers and stakeholders, cost-sharing schemes for financing individual studies, and paid licences for access to its datasets and browser-based media planning tool. A wholly owned services subsidiary executed operational study work. Direct users and payers were media agencies, advertisers and publishers who needed consistent audience measurement for digital campaign planning and reporting in Germany.