What Opinary does

Opinary is a Berlin-based interactive advertising technology company that delivers polling and voting tools embedded within premium publisher content. Founded in 2016, the company operates a proprietary platform that combines survey-based mechanics with content advertising, enabling brands to run ad formats that emulate editorial content while collecting user-declared (zero-party) intent data on a privacy-conform basis, without third-party cookies. The technology is integrated across more than 160 premium publishers—including The Times of London, NBC Universal, Yahoo, Der Spiegel, T-Online, and AOL—reaching approximately 120-125 million users monthly across global audiences.

The product suite comprises the core Opinary Polling Platform, an Opinary for Brands solution for advertisers, and an Opinary for Publishers product for engagement and data monetisation. Underlying capabilities include a zero-code poll widget, publisher-side integrations under GDPR Article 26 joint-controller arrangements, and a configurable delivery infrastructure supporting a 1.5% under-delivery tolerance before advertisers can claim subsequent or reduced delivery. Revenue is generated through interaction-based pricing (Cost per Engagement, Cost per Click, Cost per Completed View) combined with monthly management fees and one-time onboarding fees for new advertisers. In 2023 Opinary was acquired by US-Indian AdTech conglomerate Affinity Global, and today it operates as a wholly-owned subsidiary within the Affinity Ecosystem, alongside sister brands mCanvas, Veve, SitePlug, Nucleuslinks, and Yield Solutions.

Opinary serves two principal customer segments: (i) global brand advertisers—including named relationships with Toyota, Bayer, Ford, Pfizer, SAP, Shell, and Johnson & Johnson—who book campaigns directly with the company for placement on the premium publisher network; and (ii) premium publishers who integrate Opinary's widgets for audience engagement, traffic monetisation, and first-party data generation amid cookie deprecation. Distribution combines sales-led direct outreach with channel distribution through affiliates, notably mCanvas, which extended Opinary's polling technology into Germany in February 2025 under a new country operation led by Florian Brill, with several Opinary personnel transitioning into mCanvas Germany roles. The company maintains its headquarters at Engeldamm 62-64, Berlin, and operates under the legal entity Affinity Global GmbH (Amtsgericht Charlottenburg HRB 151824 B), with Cornelius Frey as Managing Director.

Name

Opinary

Legal name

Affinity Global GmbH

Website

https://opinary.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Opinary is a Berlin-based interactive advertising technology company providing polling and voting tools embedded within premium publisher content. It serves global brand advertisers and publishers through zero-party data collection and engagement-based pricing within the Affinity Global ad ecosystem.

Ownership category

akta.pro rank

Product category

Interactive Advertising Technology

NAICS

Advertising Material Distribution Services (54187)

SIC

Services-Advertising (7310)

akta.pro primary industry

Customer Data Platform (CDP) & First-Party Data Enablement Services (MPAAAIAE)

akta.pro secondary industry

Customer Data Platforms (CDP) & Identity Resolution (BPAFAFAD)

Keywords

• Interactive polling technology
• Poll-based advertising
• Zero-party data collection
• Publisher monetization tools
• Engagement ad formats

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Cost per Engagement (CPE): Revenue generated when a visitor votes in a campaign poll by clicking on the Opinary Tool. This is the primary interaction-based pricing model.
2. Cost per Click (CPC): Revenue generated when a visitor clicks on the advertisement displayed after voting in the Opinary Tool.
3. Cost per Completed View (CPCV): Revenue generated when an advertisement is played in video format and viewed in full.
4. Management Fee: Ongoing support and conceptual consulting fees charged for campaign management.
5. Onboarding Fee: One-time fee for creating technical prerequisites for new customers, included in first campaign invoice.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Opinary provides interactive polling and voting technology that publishers embed within their editorial content and brands use to run non-intrusive advertising campaigns. The platform combines survey elements with content advertising, collecting zero-party data through voluntary poll participation, and operates within a premium publisher network of 160+ publishers reaching 120+ million monthly users.

Product overview

Opinary offers a unified polling and interactive advertising platform consisting of its core Opinary Polling Platform, which enables voting tools embedded within publisher content. The platform operates on a CPE (Cost per Engagement), CPC (Cost per Click), and CPCV (Cost per Completed View) pricing model. The technology automatically displays polls to users, shows aggregated results, and presents advertising content afterward. Opinary also incorporates mCanvas (an acquired brand) for immersive rich media advertising experiences. The platform is used by over 160 premium publishers including The Times, Yahoo, and NBC Universal, reaching over 120 million monthly users, and serves more than 360 global brands. The company was founded in 2016 and became a subsidiary of Affinity Global in 2023.

Differentiator

Problem solved

Functional benefit

Products and services

• Opinary Polling Platform Interactive polling technology platform that enables publishers and brands to embed voting tools within content to engage audiences, collect user-declared intent data, and monetize traffic through surveys displayed before advertising content. Operates on a CPE, CPC, and CPCV pricing model and is used by 160+ premium publishers including The Times, Yahoo, and NBC Universal.
• Opinary for Brands Advertising solution using instantly recognizable voting tools to help global brands reach over 125 million users within Opinary's premium publisher network. Campaigns are priced via Cost per Engagement, Cost per Click, and Cost per Completed View.
• Opinary for Publishers Publisher-facing solution enabling media companies to embed interactive voting tools in editorial content, start conversations with audiences at scale, and convert engagement into actionable 1st Party Data.

Quantifiable outcome

• 10x better performance than classical advertisement (Toyota case study)
• +3 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• mCanvascoreStrategic or Co-development Partner · 19 February 2025mCanvas, part of Affinity Global, integrates Opinary's polling technology in Germany. This partnership enables mCanvas to offer zero-party data-powered campaigns to German advertisers. Opinary's technology enhances mCanvas's interactive digital advertising portfolio.
• Affinity GlobalcoreStrategic or Co-development PartnerAffinity Global acquired Opinary in 2023. Opinary operates as a subsidiary of the US-Indian AdTech company Affinity Global. The parent company provides strategic direction and integration with other products in the Affinity ecosystem including mCanvas, Veve, and SitePlug.
• AOLminorChannel Partner/ Reseller/ DistributorAOL is listed as a publisher partner in Opinary's network, distributing Opinary's polling technology to their audience.
• Der SpiegelminorChannel Partner/ Reseller/ DistributorDer Spiegel is listed as a publisher partner using Opinary's polling technology to engage readers.
• YahoominorChannel Partner/ Reseller/ DistributorYahoo is listed as a publisher partner, using Opinary's polling technology (e.g., Yahoo UK's Poll of the Week format).
• ToyotaminorGTM or Marketing PartnerToyota is a brand customer that has run successful campaigns with Opinary, achieving 10x better performance than classical advertising.
• BayerminorGTM or Marketing PartnerBayer is listed as a brand partner using Opinary's advertising solutions.
• FordminorGTM or Marketing PartnerFord is listed as a brand partner in Opinary's network.
• Johnson & JohnsonminorGTM or Marketing PartnerJ&J is listed as a brand partner using Opinary's polling and advertising technology.
• PfizerminorGTM or Marketing PartnerPfizer is listed as a brand partner in Opinary's advertising network.
• SAPminorGTM or Marketing PartnerSAP is listed as a brand partner in Opinary's network.
• ShellminorGTM or Marketing PartnerShell is listed as a brand partner in Opinary's advertising network.
• T-OnlineminorChannel Partner/ Reseller/ DistributorT-Online is listed as a publisher partner in Opinary's network.
• NBC UniversalminorChannel Partner/ Reseller/ DistributorNBC Universal is listed as one of over 160 premium publishers using Opinary's technology.
• The Times of LondonminorChannel Partner/ Reseller/ DistributorThe Times of London is a premium publisher partner using Opinary's polling technology for reader engagement.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Apester: Apester provides interactive content (polls, quizzes, polls) embedded within publisher content for monetization and engagement — directly competing with Opinary's core publisher-side polling product.
• Playbuzz (Wonderlogic): Playbuzz (rebranded Wonderlogic) powers interactive poll/quiz/story formats distributed on major publisher sites, competing with Opinary for both publisher inventory and brand advertising budgets.
• Ceros: Ceros provides an interactive content platform used by brands and publishers to create engaging, embeddable experiences — overlapping with Opinary's brand-side interactive advertising offering.

Broad incumbents

• Outbrain: Outbrain is a large native advertising and content-discovery platform monetizing publisher audiences — overlapping with Opinary where it sells engagement-driven advertising on premium publisher inventory.
• Taboola: Taboola operates a broad content-discovery and native advertising network across premium publishers, competing for the same publisher monetization budgets and brand campaign dollars as Opinary.
• Qualtrics: Qualtrics (SAP) provides enterprise survey and experience management, overlapping with Opinary's poll-based user insight collection at the brand/advertiser end of the market.

Emerging players

• Typeform: Typeform specializes in interactive survey/form experiences with strong UX; while more SMB-focused, it competes with Opinary in interactive question-based brand engagement formats.
• Slido: Slido (Cisco) provides live polling and Q&A for audience engagement, overlapping in voting technology and use cases across events, webinars, and editorial contexts where Opinary also operates.
• Permutive: Permutive is a first-party data platform helping publishers unlock audience monetization without third-party cookies — addressing the same privacy-driven publisher/brand problem that Opinary's zero-party data solves.
• Piano: Piano offers a publisher technology suite spanning first-party data, paywall, and audience engagement — competing with Opinary's publisher-side engagement and 1st-party data value proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/opinary
• Facebookfacebook.com/Opinary
• LinkedInlinkedin.com/company/pressekompass-net
• Instagraminstagram.com/opinary

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds2 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Opinary