• by Ray Schultz , March 5, 2024

Minute Media, the owner of sports content brands The Players' Tribune, FanSided and 90min, has formed a partnership with Audigent to use the latter’s cookieless ID solution. 

The arrangement will allow Minute Media to “dig even deeper into the traits of our unique audiences, then package those insights more easily so that advertisers can reach them on our owned content brands, as well as across the open web,” says Tom Webster, executive vice president of business operations, Minute Media.                  

Minute Media will aggregate audience intelligence across its top sports and entertainment brands, allowing brands to buy media via context, affinity and combinations of the two. 

The firm will use Audigent’s Hadron DMP and Hadron ID to harness publisher first-party data and achieve cookieless identity, it says. 

In addition, brands can identify trends across Minute Media’s audiences and fans off platform, and use them in targeting. The company recently acquired STN Video, a provider of sports highlights.

“Minute Media occupies a powerful position in our ecosystem, because it has accomplished the difficult task of building brand equity with high-quality sites that appeal to passionate sports-loving consumers,” says Jake Abraham, chief commercial officer at Audigent. 

Abraham adds, “The combination of high value context and audiences at scale is the trifecta for any modern digital publisher, and provides a wealth of opportunities for advertisers.”