Audience Identity & Clean Rooms · Data Provider / Broker · AdTech Vendor
OnAudience
B2B audience data and cookieless identity platform for programmatic targeting.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- OnAudience Ltd
- Entity type
- COMPANY
- Founded
- 2016
- Headquarters
- The Stanley Building, 7 St Pancras Square, London N1C 4AG
- Company size
- 10–49
- Market cluster / sector
- Audience Identity & Clean Rooms
- Market role
- Data Provider / Broker · AdTech Vendor
- Official website
- onaudience.com
What OnAudience does
OnAudience operates a B2B data licensing and activation model. It collects and processes large-scale device and behavioural data, converts that data into audience segments, identity graphs and enrichment products, and distributes these assets through direct enterprise relationships and integrations with programmatic platforms and marketplaces. The company creates value by helping buyers improve targeting, profiling, measurement and campaign activation in a privacy-constrained advertising environment.
Category differentiation
OnAudience is not a consumer media app or a general-purpose CRM vendor. It is a B2B audience data, enrichment and cookieless identity provider used within advertising and analytics workflows.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
OnAudience is a UK-based B2B audience data and identity technology company that sells privacy-compliant data products for programmatic advertising, customer enrichment and cross-device targeting. Its products include prebuilt audience segments, AI-assisted audience modelling, audience curation tools, raw data feeds, data enrichment, cookieless identity solutions and alternative data products. The company operates as part of Cloud Technologies S.A. and serves advertisers, agencies, DSPs, publishers, platforms and enterprise data teams. The business makes money primarily by licensing audience data and identity capabilities, charging for segment activation in media buying workflows, and selling enterprise access to raw data, enrichment and analytics-oriented datasets. Its value proposition is based on scale of data coverage, multi-device matching and activation across programmatic channels including web, in-app and CTV.
Company news briefing
Briefing updated:
OnAudience has continued to advance its B2B audience data and cookieless identity platform by expanding its programmatic targeting resources. Recent strategic initiatives include publishing new integration guides for Claude MCP to streamline campaign briefs, alongside releasing detailed market analyses covering digital advertising trends in the gaming sector and Black Friday consumer shopping behaviour.
Business model & monetisation
OnAudience monetises through data licensing, CPM-based audience activation fees, enterprise subscriptions and custom commercial agreements for data access. Prebuilt and custom segments are sold as paid data layers within programmatic campaigns; raw data, enrichment and identity products are sold via direct contracts, API-style access or annual data deals; and third-party marketplace distribution can add revenue-share income. The overall model blends recurring software-like access with usage-based data monetisation.
- Audience segment activation fees
- CPM-based data charges on programmatic campaigns
- Enterprise data licensing
- Direct contracts for raw data, enrichment and alternative data
- Software-style access to audience modelling and curation tools
- Subscription or contracted platform access
- Marketplace distribution revenue
- Revenue share via third-party data platforms
Products & capabilities
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Competitors & alternatives
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Cookieless SSP and identity platform for programmatic advertising.
Privacy-safe audience activation and identity for programmatic advertising.
Privacy-compliant audience data and identity graph provider for advertising.
Cookieless identity and audience data provider for programmatic advertising.
Privacy-first identity graph and audience data for digital advertising.
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Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Black Friday 2026: What Shopping Data Reveals About Consumer Behaviour
Recorded impact score: 2/5
OnAudience has released an analysis and audience data guide highlighting shifting consumer behaviour ahead of Black Friday 2026. The report emphasizes that shoppers are conducting research earlier, comparing prices more carefully, and leveraging AI tools for buying decisions. Advertisers and agencies are urged to utilize high-intent audience data across more than 200 markets to engage prospective buyers effectively.
- OnAudience published its Black Friday 2026 consumer behaviour and shopping data insights on October 21, 2026.
- The data indicates changing shopping patterns, including earlier product research and increased reliance on AI tools during decision-making.
OnAudience MCP Integration Guide for Claude
Recorded impact score: 2/5
OnAudience has introduced an integration guide for connecting its data layer directly to Anthropic's Claude via the Model Context Protocol (MCP). The integration enables media planners and programmatic buyers to search over 4,100 pre-built segments across 200+ markets, generate custom AI-modeled audiences, and prepare them for DSP activation using natural language prompts. Supported activation destinations include The Trade Desk, DV360, Amazon DSP, PubMatic, Equativ, and LiveRamp.
- Connects Claude to OnAudience's audience data and technology layer via the Model Context Protocol (MCP).
- Provides access to over 4,100 ready-made audience segments across 200+ markets, backed by signals from 25+ billion devices.
Gaming Advertising in 2026: Biggest Game Releases & Audience Trends
Recorded impact score: 2/5
OnAudience released an industry analysis highlighting audience trends and advertising opportunities surrounding major 2026 video game releases. The global games market is projected to reach $213.9 billion with 3.7 billion players worldwide in 2026. The report emphasizes targeting high-intent gaming audiences around major Q4 releases, including Call of Duty: Modern Warfare 4 and Grand Theft Auto VI.
- The global games market is forecast to generate $213.9 billion in 2026 with 3.7 billion players worldwide.
- September 2026 featured major launches including Marvel’s Wolverine and EA SPORTS FC 27.
IAB Blog | How AI Is Shortening the Distance Between Audience Insight and Activation
Recorded impact score: 2/5
OnAudience CEO Mac Sawa authored an article on the IAB UK blog, published September 30, 2026, examining how AI enables media teams to turn natural-language campaign briefs into custom audiences based on behavioural, interest and intent signals. The piece argues that faster audience creation makes planning more responsive and iterative, while stressing that AI processes meaningful data signals at scale and speed without replacing human judgement. The blog post was last updated on October 5, 2026.
- OnAudience CEO Mac Sawa authored an article on the IAB UK blog about AI shortening the distance between audience insight and activation.
- The blog post was published on September 30, 2026, and last updated on October 5, 2026.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Agency Sales Manager(Mid-Level) | Sales | London, UK |
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Questions about OnAudience
What is OnAudience?
OnAudience is a B2B data and identity platform that sells audience segments, enrichment data, raw datasets and cookieless targeting solutions for programmatic advertising and analytics.
Who uses OnAudience?
Its users are advertisers, agencies, trading desks, DSPs, publishers, platforms, CRM and data teams, plus some investment and research buyers for alternative data.
How does OnAudience make money?
It earns revenue from data licensing, CPM-based segment activation fees, enterprise contracts for raw data and enrichment, and some marketplace distribution income.
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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