Observed Signal · Jun 22, 2026 · Product Launch · Source: Meedia · Impact: 3/5 · Sentiment: Positive
agma adds 'Publisher Reach' metric to DNA study
The Arbeitsgemeinschaft Media‑Analyse (agma) has introduced a new metric called "Publisher Reach" into its DNA digital study. Publisher Reach measures a website's total usage — including non‑advertising areas — as a paid add‑on available to DNA participants, unlike the existing Advertising Reach which tracks only ad‑relevant inventory and excludes paywalled content. agma managing director Olaf Lassalle said the DNA study has grown from about 100 to nearly 300 offerings and that Publisher Reach may exceed Advertising Reach by roughly 10–40% depending on the site. The metric will be offered to publishers via their marketers or sales houses (first adopters are larger vendors whose names are withheld). agma is also exploring programmatic activation, standardized segments and certification with industry groups like the BVDW.
Introduces a new publisher-level reach metric from a national audience measurement body that can change how publishers market inventory and how advertisers view total site usage; relevant for measurement, publisher valuation and potential programmatic activation.
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Key Takeaways & Evidence Grounding
- agma introduced a new metric named "Publisher Reach" in its DNA digital study.
- Publisher Reach is offered as a paid add‑on that DNA participants can purchase; agma will not publish it directly.
- The DNA study expanded from about 100 to nearly 300 participating offers.
- agma expects Publisher Reach to be roughly 10–40% higher than Advertising Reach, varying by publisher and content mix.
- agma (Olaf Lassalle) is exploring data activation, standardized target segments and certification with the Online‑Vermarkterkreis im BVDW.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
AGF: ARD and ZDF Platforms Lead Reach over Prime Video
The AGF has, for the first time, published reach figures for the technical platforms it measures. Monthly reach data show the portals of public broadcasters ARD and ZDF have the largest cumulative reach, ahead of private streaming offerings such as Prime Video. However, a different service ranks highest by usage volume. AGF will now report average daily net reach and cumulative net reach of platforms monthly, increasing transparency for TV and streaming audience measurement.
Kicktipp Tops Publishers in June Reach
The football prediction platform Kicktipp saw a major traffic surge in June: agma's DNA study reports a 170.9% month-on-month increase, putting Kicktipp ahead of established media brands such as Spiegel and Die Zeit. The article cites multiple reach metrics — 12.56 million users in one ranking and an advertising-relevant net reach rising from 4.85 million in May to 13.14 million in June — placing Kicktipp fourth in the DNA ranking behind t-online, Web.de and GMX. The piece lists other monthly winners (Sport1, Kölner Stadt-Anzeiger, desired.de, op-online.de, Express.de, come-on.de, aponet.de) and losers (Merkur.de, Transfermarkt, Nordkurier.de, Abendzeitung, mainpost.de). It also explains the DNA methodology: agma measures only contacts on pages with bookable ad inventory, uses the Prebid standard for Advertising-Reach measurement and models alternative identifiers such as netID or ID5 instead of third-party cookies.
Xbox Launches TV & Film Division; Meta Tests Link Restrictions
This AdExchanger news roundup covers three major stories. Xbox has unveiled a new TV and film division named XP, led by Kayleen Walters, to explore monetization opportunities including formalizing sponsorships and brand partnerships. Separately, Meta is testing Meta One, a subscription bundle, and has begun charging non-subscribed business pages for including more than two external links in posts, with news pages currently exempt. Additionally, the article discusses the trend of mid-sized independent agencies merging into hybrid holding companies, citing Wpromote's acquisition of Giant Spoon, Chemistry's acquisition of Colossus, and Acadia's purchase of Crush, as competitive pressures from larger groups like Omnicom-IPG and Publicis intensify.
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