National Media Group announces acquiring AmberData, one of the largest data management platforms in Russia.
AmberData is a high-tech platform for managing anonymized user data on the internet. The platform allows aggregating and segmenting user data based on social and demographic characteristics, interests, online buying history and some other parameters. These segments can be used for more detailed analysis and understanding of the behavior and needs of the audience and the respective adaptation of content and platforms. The use of such technologies allows increasing monetization of content and platforms based on both advertising and transactional models.
At the first stage, AmberData technologies will be used for in-depth analysis of the online audience of the holding company’s assets — REN TV, 5TV, sport-express.ru, and izvestia.ru. It is also planned to use the platform in the pay TV segments based on the IPTV technology and online video. At the same time, AmberData will remain independent in terms of operations and will continue to cooperate with companies outside NMG.
AmberData was founded in 2011. The company's partners include Rambler, Avito, Segmento, DoubleClick, AdSniper, AdPremium, etc.