A new metric now lets publishers measure total website reach, not just ad-exposed users. The DNA study from agma introduces Publisher Reach, offering broader insights for content and marketing teams.
Publishers and media professionals in Germany now have access to a broader way to measure their website audiences. The Arbeitsgemeinschaft Media-Analyse (agma) has introduced Publisher Reach, a new metric within its DNA digital study, allowing participants to track the total reach of their sites-not just the segments exposed to advertising.
Olaf Lassalle, managing director of agma, explained that the DNA study has grown rapidly, now covering nearly 300 digital offerings, up from about 100 at launch. He said the study’s core strength is its ad-based measurement, which filters out bots and adblocker traffic, focusing on areas where ads are actually served and visible. Content behind paywalls remains excluded from these measurements.
With Publisher Reach, Lassalle said, publishers can now opt to measure and report the full usage of their sites, including areas not monetized through traditional advertising. This metric is available as an add-on for DNA participants and is not published by agma itself, but rather ordered and used by individual marketers. The goal is to capture all audience interactions, not just those relevant for ad planning.
Lassalle noted that the need for a second metric arose from market demand, especially among content teams who want to understand the full scope of their audience, including those engaging with content outside of ad-supported areas. He emphasized that marketing today involves more than just placing banners, with content partnerships and other forms of reach becoming increasingly important.
The difference between Advertising Reach and Publisher Reach can vary significantly, Lassalle said, depending on the site. For some, Publisher Reach may be 10 to 40 percent higher, depending on factors like paywall content and adblocker usage. He pointed out that adblocker rates are typically higher on tech-focused sites than on lifestyle or women’s magazines, and that agma does not provide a detailed breakdown of these differences.
While Lassalle did not disclose which marketer will be the first to use Publisher Reach, he indicated it would be a major player focused on editorial visibility. He also suggested that more marketers may adopt the metric soon, with some possibly using it internally before making it public.
Regarding the use of DNA data in media buying, Lassalle said that while programmatic advertising often relies less on pure reach numbers, agencies value the structural information DNA provides. He highlighted that advertisers increasingly want to know the context and environment in which their ads appear. Lassalle also mentioned an ongoing project with the Online-Vermarkterkreis in the BVDW to explore how DNA data can be activated for programmatic campaigns, including standardized audience segments and certification.
Lassalle acknowledged that despite support for independent measurement, a significant share of ad budgets continues to flow to Google and Meta. He argued that the credibility of audience contacts is as important as their quantity, and that supporting local platforms and publishers is vital for the stability of democracy. Lassalle said he is also involved in policy discussions in Brussels around audience measurement and related regulations.
For those interested in how global platforms are being regulated on content use, a recent report covers how a UK regulator now requires Google to disclose its use of publisher content in AI search, giving publishers new leverage in managing their data. Read more in this coverage of regulatory changes affecting Google’s AI search practices.
