Rebuilding the publisher data stack for a first-party world: Decentriq launches Publisher Audience Platform

The advertising ecosystem has changed fast. With third-party cookies on the way out and privacy regulations tightening, publishers are under growing pressure to do more with their first-party data. It’s not just about maximizing media revenue anymore, but instead about unlocking new value through partnerships, possible off-site monetization, and smarter, privacy-safe activation.

At the same time, legacy DMPs and disconnected tools are falling short. Publishers need a platform built for today’s needs — where data control, real-time activation, and seamless collaboration are baked in from the start.

That’s why we’re launching the Decentriq Publisher Audience Platform: a powerful suite built parallel to our clean room infrastructure and designed from day one for collaboration between publishers and advertisers. Unlike legacy DMPs, which were built for (and used mostly by) the technical crowd, this platform is built for the reality of today’s market: partnerships, data sharing, and activation that drive real revenue. It gives publishers everything they need to segment, enrich, activate, and measure first-party audiences all in one place, while always retaining full control of their data.

More than a DMP: It’s a connected ecosystem.

We didn’t just rebuild the traditional DMP. We rethought what publishers actually need to unlock the full value of their data — both onsite (media revenue) and offsite (monetization of this data) — and designed a platform around that.

At its core is a flexible audience segmentation engine that works across web and mobile. Publishers can predict key demographics like age and gender, access live traffic insights, and build advanced audience segments using CRM data or by onboarding external data such as advertiser first-party data or retailer first-party data through clean rooms, all without relying on a patchwork of tools. Consent is handled natively, and audiences are continuously refreshed in real-time.

Identity is another core focus. The platform captures all available user IDs such as first-party cookies, universal IDs, logins and resolves them into a unified view.

Crucially, the platform is built for collaboration. Publishers can enrich their audiences with second-party data via Decentriq’s privacy-preserving clean rooms — for example, partnering with retailers to onboard transactional or loyalty data. And with clean room-native activation workflows, those enriched audiences can be pushed directly to GAM and SSPs, or activated via ad server key-value targeting. Offsite monetization via SSP curation marketplaces like Equativ is also on the roadmap.

Finally, measurement is fully integrated. Publishers can assess campaign effectiveness with single-touch attribution, conversion lift, and sales lift all by securely onboarding advertiser or partner conversion data. Brand lift is supported too, securely onboarding external panel datasets via clean rooms.

The modern stack for first-party data

The Decentriq Publisher Audience Platform brings together the optimal mix of capabilities from traditional DMPs, CDPs, and data clean rooms — but with tighter control, built-in collaboration, and direct integration into your ad stack.

Audience segmentation

‍Tag-based and API-based ingestion from web and mobile apps allows publishers to group users based on behavior, attributes, and predictive signals like age and gender. Consent is fully managed, segmentation logic is fully customizable, and audience lookalikes can be generated to expand reach while maintaining targeting precision.

Audience enrichment

‍Data doesn’t stop at what you directly observe. Decentriq clean rooms allow publishers to securely enrich audiences with internal and external data (such as CRM attributes, retail partner segments, or advertiser first-party data) while maintaining full compliance and privacy.

Identity management

‍Fragmented identifiers are resolved into a unified user profile. Whether first-party cookies, universal IDs, or logins, the platform keeps a golden record across touchpoints.

Audience insights

‍Get a clear view of your audience with real-time dashboards, from basic traffic breakdowns to deeper behavioral insights. Built-in analytics help teams spot performance trends and audience opportunities quickly.

Audience orchestration

‍Activation is seamless. Segments can be pushed to SSPs, DSPs, or ad servers (like GAM) via key-value integrations. Decentriq also supports advanced activation workflows, including dynamic audience refresh and, soon, off-site monetization via partners like Equativ and The Trade Desk.

Measurement and optimization

‍Close the loop with clean-room-powered measurement. You can onboard conversion or sales data from advertisers and retail partners to run attribution, sales lift, or brand lift studies using panel data — all without exposing raw data.

Built for collaboration

This platform not only integrates with your stack, but connects your entire data ecosystem. Web and app data flows in through lightweight tags and APIs. CRM systems and second-party data from retailers or partners can be securely onboarded via Decentriq clean rooms.

Audiences are continuously refreshed and pushed directly to GAM, SSPs, or DSPs using clean room-native activation flows. Conversion events, retailer sales data, and brand lift panel results flow back into the platform for attribution and optimization. Every interaction is privacy-preserving and under your control by design.

Why publishers are choosing the Publisher Audience Platform

Publishers are adopting the Decentriq Publisher Audience Platform because it solves for the reality of today’s ad landscape:

• It keeps all your audience-building and activation workflows in one secure environment, reducing reliance on fragmented tools and manual exports. 
• Audiences are always fresh and activation-ready. 
• Collaboration with advertisers and data partners is built-in, not added later.

And because the platform sits parallel to Decentriq’s clean room infrastructure, it’s easier than ever to unlock new revenue streams — whether through media, data partnerships, or off-site monetization — without compromising privacy or control.

Want to see it in action?

The Publisher Audience Platform is already live with leading publishers across Europe. Ready to see how it can work for your business?

Let’s talk!