What SRDS (Standard Rate & Data Service) does

SRDS (Standard Rate & Data Service), founded in 1919 and headquartered at 286 Madison Avenue, New York, with a secondary Chicago office, is a B2B database and SaaS platform serving media planning and buying decisions. The core product is a curated database covering 125,000+ media brands across digital, print, TV, radio, out-of-home, podcast, and connected TV channels, providing advertising rates, audience demographics, media contacts, and specifications sourced directly from publishers. The platform is augmented by specialized modules (Podcast Database, Local Market Profiles, Digital Media Data covering 22,000+ websites, TV/CTV ad spend data, DEI/Minority-Owned reports, Direct Marketing Lists), insights tooling (SRDS IQ providing 127M+ household and 129M professional records), education (SRDS Academy), workflow software (AdwOne, JAM, MediaPilot), and a Media Planning Calculator.

The revenue model is subscription-based, sold through both direct enterprise sales and a self-serve platform. Customers span a horizontally-segmented base including agencies, brands, media buyers, media sellers/publishers, libraries/universities, and students. Pricing is quote-based and not publicly disclosed. Distribution combines a self-serve signup flow, enterprise sales engagement, and a media-seller portal that lets publishers list and enhance profiles. SRDS is a wholly-owned subsidiary of Adwanted Group, acquired from Kantar Media in 2020 by Emmanuel Debuyck, with Heather Petaccio leading as CEO of Adwanted US. International operations span the US, UK (BRAD), France (TarifMedia), and Mexico (MJM).

Name

SRDS (Standard Rate & Data Service)

Legal name

SRDS (Standard Rate & Data Service)

Website

https://srds.com

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

101–250 employees

Short description

SRDS is a B2B media planning and buying database platform covering 125,000+ media brands with rates, demographics, and contacts. Serving agencies, brands, media buyers, and publishers via subscription since 1919, it is a subsidiary of Adwanted Group.

Ownership category

akta.pro rank

Product category

Media Planning and Buying Intelligence

NAICS

Advertising, Public Relations, and Related Services (5418)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Demand-Side Platforms (DSP) (BPAMALAB)

Keywords

• Media planning data
• Advertising rate database
• Media buying intelligence
• Media contacts directory
• Audience demographics platform

Headquarters

HQ city

Rosamond

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Database Subscription Access: Subscription-based access to SRDS media planning and buying database. Customers pay recurring fees for access to comprehensive media data including rates, audience metrics, and contact information. Revenue is generated through annual or multi-year subscription contracts with media professionals, agencies, and publishers.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

SRDS operates a B2B subscription-based database platform that aggregates advertising rates, audience demographics, media contacts, and planning specifications for more than 125,000 media brands across digital, print, TV, radio, connected TV, podcast, and out-of-home channels. The platform enables agencies, brands, and media buyers to plan and execute advertising campaigns using standardized, source-verified data, and also provides media sellers with premium listing and visibility tools.

Product overview

SRDS is a media planning and buying platform providing a comprehensive database of over 125,000 media brands across digital, print, TV, radio, and out-of-home channels. The core SRDS Media Planning Platform serves as the central tool for accessing advertising rates, demographics, and media contacts. The product portfolio includes specialized databases (Podcast Database, Local Market Profiles, Digital Media, Business Publications, Consumer Magazines, Newspapers, TV & Cable, Connected TV, Radio, Out-of-Home), add-on insights tools (SRDS IQ for consumer/business data, Media Planning Calculator), services (SRDS Academy for training, Media Kits, Adwanted Consulting Services, AdwOne campaign management), and specialized reports (DEI/Minority-Owned Reports, Direct Marketing Lists, Custom Data Solutions). The platform operates as a data aggregator enabling agencies and brands to research, evaluate, and connect with media sellers.

Differentiator

Problem solved

Functional benefit

Products and services

• SRDS Media Planning Platform Comprehensive media planning and buying database providing advertising rates, demographics, media contacts, and data for over 125,000 media brands across digital, print, TV, radio, and out-of-home channels, for agencies, brands, and media buyers.
• SRDS IQ Data and insights tool offering consumer data from over 127 million households (1,500+ variables) and business data representing over 129 million professionals and 24 million businesses, filterable by audience demographics down to zip code level.
• SRDS Podcast Database Comprehensive podcast listings database with 20 genres and multiple subgenres, providing social media information to help media buyers incorporate podcasts into campaigns and target younger and niche podcast demographics.
• SRDS Local Market Profiles Database providing local market data infused with media advertising spend from BIA Advisory Services to help marketers understand and engage local markets for media planning and buying.
• Adwanted Consulting Services Media strategy consulting service offering custom expertise tailored to specific industries or geographies, strategy development guidance, and comprehensive support for media planning needs.
• AdwOne Campaign Management Campaign management platform providing a centralized repository for campaign data, visual storytelling tools, real-time collaboration, customizable reporting, and standardized templates for advertising workflows.
• SRDS Academy Self-paced learning platform teaching media planning skills using SRDS.com platform data, including expert instruction, course exams, reference materials, and resume-enhancing certifications.
• Media Planning Calculator Free media planning calculator tool for determining Cost Per Thousand (CPM), Cost Per Rating Point (CPP), ratings, shares, reach and frequency, brand development index, and other formulas used in media planning and buying.
• Media Kits by SRDS Media kit listings providing additional information beyond standard SRDS data for media properties, enabling media buyers to access detailed advertising packages and specifications.
• Digital Media Data (Websites, Programmatic, Digital Networks & Tech) Database covering 22,000+ U.S. websites that sell advertising, online ad networks and exchanges, providing data on short-tail and long-tail digital advertising opportunities.
• Business Publications Media Data Print media database for business publications supporting media buying decisions in B2B advertising.
• Consumer Magazines Media Data Print media database for consumer magazines supporting consumer media buying decisions.
• Newspapers Media Data Print media database for newspaper advertising supporting print media buying decisions.
• International Print Media International media guides providing data for global print media buying.
• Print Production Data Production specifications and data for print advertising.
• TV & Cable Media Planning Data Television and cable media planning data supporting broadcast advertising decisions.
• Connected TV Media Data Connected TV advertising data and planning tools for streaming television media buying.
• Radio Advertising Data Radio media planning data for audio advertising campaigns.
• TV and CTV Ad Spend Advertising spend data for TV and connected TV media planning.
• Out-of-Home Media Data Out-of-home advertising data including billboards, transit ads, and guerrilla marketing for outdoor media planning.
• DEI and Minority-Owned Reports Minority ownership reports identifying media at least 51% owned and controlled by women and minority groups, supporting multicultural and inclusive media planning.
• Direct Marketing Lists Direct marketing data and list information for targeted consumer outreach campaigns.
• Custom Data Solutions Bespoke data solutions tailored to specific client needs for specialized media planning requirements.
• SRDS Media Selling Profile Enhancement Premium listing service for publishers and media sellers providing enhanced visibility, higher rankings, and more compelling data in the SRDS database.
• JAM Media solutions product under Adwanted Group, details not specified in available content.
• MediaPilot Media planning and buying platform product under Adwanted Group, details not specified in available content.

Quantifiable outcome

• Covers 125,000+ media brands for comprehensive media planning

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• BIA Advisory ServicescoreTechnology or Integration · 1 January 2024Strategic data partnership enabling better engagement with local markets. SRDS Local Market Profiles are enhanced through this partnership to provide comprehensive local media planning data to customers.
• The Media LeaderminorGTM or Marketing PartnerContent partnership for industry insights and thought leadership. SRDS provides data and expertise to create industry content for The Media Leader audience.

Scale indicators2 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Nielsen: Nielsen is the dominant global audience measurement and media intelligence provider. It serves agencies, brands, and publishers with ratings, planning data, and analytics — overlapping directly with SRDS's audience and media planning database, though at vastly greater scale and breadth.
• Kantar Media: Kantar Media is a global media intelligence and audience measurement incumbent that was SRDS's former owner before selling to Adwanted Group in 2020. It competes head-on with SRDS in syndicated media data and audience measurement for media planning.
• Insider Intelligence (eMarketer): Insider Intelligence (formerly eMarketer) provides digital advertising forecasts, research, and trend analysis for marketers and media buyers. It complements and competes with SRDS in providing forward-looking media buying intelligence and industry research.

Direct peers

• Comscore: Comscore is a digital media measurement and analytics company providing audience, advertising, and consumer data. Its planning and evaluation tools overlap directly with SRDS's digital media database and audience intelligence offerings like SRDS IQ.
• MediaRadar: MediaRadar is a B2B SaaS platform providing advertising intelligence, including media spend data, contacts, and competitive ad spend across TV, digital, and print. It competes directly with SRDS's cross-channel media planning and rate database.
• Vivvix (formerly Standard Media Index): Vivvix provides media cost intelligence and ad spend tracking across channels for agencies and advertisers. It is a direct functional competitor to SRDS's media pricing and ad spend data products for buying decisions.
• Pathmatics: Pathmatics offers digital advertising intelligence including spend, creative, and channel data from major platforms. It is a direct peer to SRDS's digital media and ad spend products for media planning and competitive analysis.
• Advertiser Perceptions (AdPerk): Advertiser Perceptions is a research and media intelligence provider offering agency/brand-side media research, including the well-known Agency Scope study. It serves the same agencies and advertiser clients as SRDS with overlapping research, planning, and benchmarking data.
• BIA Advisory Services: BIA Advisory Services provides local market advertising intelligence, ad spend forecasts, and station data. It is now a partner embedded in SRDS Local Market Profiles, but also sells directly comparable local media intelligence to overlapping agency and brand buyers.

Emerging players

• MediaLink: MediaLink is a consultancy and advisory firm serving media agencies, brands, and publishers on media strategy, M&A, and technology enablement. It overlaps with SRDS's Adwanted Consulting Services in providing strategic advisory to senior media buyers and sellers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/intent/post?url=https%3A%2F%2Fsrds.com%2F
• Facebookfacebook.com/sharer.php?u=https%3A%2F%2Fsrds.com%2F
• LinkedInlinkedin.com/company/srds

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries7 records

Funding overview

Funding rounds

Investors

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 SRDS (Standard Rate & Data Service)