emetriq
German adtech platform for identity, audience data and contextual targeting.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- emetriq GmbH
- Entity type
- COMPANY
- Founded
- 2016
- Headquarters
- Vorsetzen 35, 20459 Hamburg, Germany
- Company size
- 50–200
- Market role
- Data Provider / Broker
- Official website
- emetriq.com
What emetriq does
emetriq operates a B2B advertising technology and data business. It aggregates consented audience data from publishers and partners, organises that data into targetable segments, resolves identities across multiple identifiers and enables activation through DSPs. It also offers contextual targeting and self-service planning tools, while creating value for supply-side partners through a data monetisation programme that turns contributed identifiers into incremental revenue.
Category differentiation
emetriq is a B2B advertising data and identity technology provider, not a consumer app or a DSP. It should be distinguished from generic CDPs by its strong programme around audience activation, Multi-ID resolution and publisher data monetisation.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
emetriq is a German adtech company and Deutsche Telekom subsidiary that provides privacy-compliant audience data, identity resolution, contextual targeting and segment activation tools for programmatic advertising. Its products are used by advertisers, agencies, DSPs, publishers and other data-owning businesses to target audiences, activate segments across buying platforms and monetise consented data assets. The company makes money primarily by selling data-driven targeting products and audience segments into programmatic media workflows, typically as data fees attached to media activation, and by operating publisher and data-partner monetisation programmes. Its commercial position is centred on Germany, where it emphasises a large consent-based data pool and cookieless targeting capabilities.
Company news briefing
Briefing updated:
Building on its expansion to 110 employees, emetriq is operationalising its consent-based identity solutions to champion first-party data quality and open-web competitiveness. Under Director Peter Lorenz, the Deutsche Telekom subsidiary is leveraging hashed login and web movement data via trusted third parties to scale seed audiences for platforms like Utiq and Equativ, while navigating the privacy risks of AI-driven audience modelling. Additionally, emetriq is strengthening parent-company synergies by managing digital media distribution for Deutsche Telekom’s latest "Unlimited Pitches" national advertising campaign.
Business model & monetisation
emetriq monetises primarily through data and activation fees tied to programmatic advertising. Standard, custom and contextual segments are sold for activation in DSPs, likely on CPM-linked or usage-based pricing embedded in campaign execution. It also earns from identity and data services delivered as software and data assets, and shares publisher-facing value through a CPM-based data monetisation model for partners contributing consented identifiers.
- Audience segments and targeting data
- CPM-linked data fees attached to programmatic activation
- Contextual targeting products
- Usage and campaign-based targeting fees
- Identity resolution and Multi-ID services
- Software and data service fees
- Publisher data monetisation programme
- CPM-based partner monetisation economics
- Planning and workflow tooling
- Value-added platform support for activation
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.
emetriq GmbH
IAB vendor record: 213
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 2, 3, 4, 5, 6, 7, 8, 9, 10
- Declared feature IDs
- 1, 2, 3
- Declared special purpose IDs
- 3
- Indexed sellers.json entries
- 17 · emetriq.com
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Deutsche Telekom brings social media pitch trend to TV ads
Advertising Campaign · Recorded impact score: 1/5
Deutsche Telekom launched a new advertising campaign called 'Unlimited Pitches' for its Unlimited mobile tariffs. The TV spots deliberately avoid professional actors and instead feature real families presenting ideas in the style of a social media pitch trend. One spot shows a young man with a deep voice explaining to his parents how adding family members via PlusKarten lowers the average price of the tariffs; another shows a young woman pitching to her father to equip their patchwork family with Unlimited plans. The campaign was developed by lead agency 0171 and directed by Sven Schrader. Media agency Mindshare is placing the spots on high-reach TV channels, supported by print, out-of-home, shop, and social media activities. Emetriq handles digital media distribution. Telekom manager Sven Grümer says the campaign humorously communicates the benefits of Unlimited tariffs and the 5G network.
- Deutsche Telekom launched the 'Unlimited Pitches' campaign for its Unlimited mobile tariffs.
- The TV spots feature real families rather than professional actors to appear authentic.
Companies Underestimate First‑Party Data Value — Peter Lorenz
Identity · Recorded impact score: 3/5
In an interview, Peter Lorenz (Director Business Development and Product Marketing at emetriq / T Advertising Solutions) argues that companies often undervalue their first‑party data and should prioritise data quality, consent and matchability over raw volume. He explains emetriq’s consent‑based approach: hashed login and web movement data from premium partners are matched via a Trusted Third Party to create seed audiences that can be scaled into lookalikes and activated on DSPs or matched to services like Utiq and SSP Equativ. Lorenz sees AI and large language models as both an opportunity for new audience modelling and a privacy/data‑sovereignty risk. He recommends advertisers: (1) inventory and understand existing data, (2) run small tests (e.g., reactivation campaigns), and (3) measure outcomes to prove value. He also defends the open web as a competitive advertising channel when combined with proper identity and data activation solutions.
- Peter Lorenz has worked at Emetriq (the umbrella brand of T Advertising Solutions) since late 2012 and is Director Business Development and Product Marketing.
- Emetriq uses consent‑based login and web movement data from premium partners; data are hashed and processed via a Trusted Third Party so emetriq never sees cleartext email addresses.
Explore company relationships
Questions about emetriq
What is emetriq?
emetriq is a German adtech company that provides audience data, identity resolution, contextual targeting and segment activation for programmatic advertising.
Who uses emetriq?
Advertisers, agencies, programmatic traders, DSP users, publishers and other data-owning businesses use emetriq's products.
How does emetriq make money?
It earns mainly from selling targetable audience data, contextual products and identity services used in programmatic campaigns, plus publisher data monetisation programmes.
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.
17 publicly documented primary sources and citations linked across the market graph.
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