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Mail Metro Media launches identity solution dmg::ID

Mail Metro Media has announced the launch of dmg::ID – a new proprietary identity solution, connecting audiences across dmg media’s portfolio of websites.

Mail Metro Media launches identity solution dmg::ID
Left to right: Grant Woodthorpe, Ranvir Singh, Beth England, Dominic Williams.

dmg::ID brings touchpoints of users across dmg media’s portfolio of brands together, creating opportunities for advertisers and technology partners. Its user base, overlaid with dmg::ID, allows Mail Metro Media to match and model directly against client data sets, says the publisher.

According to dmg media, advertisers were given an exclusive first look at the new product at Mail Metro Media’s annual commercial showcase event, Upfront & Centre.

The new offering was unveiled to 300 advertising contacts from media agency and brand backgrounds at The Steel Yard in London. Journalist and TV presenter Ranvir Singh hosted the evening alongside Mail Metro Media’s Chief Revenue Officer, Dominic Williams.

The publisher added, an editorial panel, Behind The Headlines, featured lively discussion on topics like the cost-of-living crisis and the importance of journalism from Daily Mail columnist, Andrew Pierce; editor, Deborah Arthurs; ThisIsMoney editor, Simon Lambert; and MailOnline’s director of video, Lisa Snell.

Other commercial updates focused on key themes including video, attention, ad effectiveness, diversity and sustainability, before Chelsea FC and England Lioness, Bethany England spoke about the power and influence newsbrands have in elevating cultural and sporting moments, continued the publisher.

Chief revenue officer, Dominic Williams said: “It’s incredibly exciting to be showcasing the best of our commercial and editorial brands, products and people. As home to the UK’s most engaged newsbrands, Mail Metro Media is focused on being the most collaborative media partner in the industry – and now with dmg::ID, delivering our valued clients the best data offering out there.”

Executive director of media and data services, Lauren Dick said: “With our connections growing every day through behaviours captured across websites, subscriptions, registrations, comments and online shopping, we are now empowered to segment and scale – and we couldn’t be more excited to welcome our advertising and tech partners to our universe of connections!”

dmg media says the evening concluded with a live performance from award-winning music act, High On Heels and DJ set from Ru Paul’s Drag Race star, Crystal. Upfront & Centre 2022 was also Mail Metro Media’s first step in running eco-aware events as the team took sustainability into account with every aspect of the event, including the use of a conscious catering company and recycled materials throughout.

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