OS Data Solutions
- Company typePrivate
- Founded2019
- HeadquartersHamburg, Germany
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
OS Data Solutions firmographics
Firmographics- Name
- OS Data Solutions
- Legal name
- OS Data Solutions GmbH
- Website
- https://osdatasolutions.de
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
OS Data Solutions industry classification
Industry- Product category
- Programmatic Advertising Data & Audience Targeting
- NAICS
- Web Search Portals and All Other Information Services (519290), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Computer Processing & Data Preparation (7374), Services-Computer Programming Services (7371)
- akta.pro primary industry
- Search, Discovery & Ranking Personalization (HDAAAGAE)
Keywords
Where OS Data Solutions is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
OS Data Solutions business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Targeting Data Licensing / Data-as-a-Service: OS Data Solutions provides premium targeting data products to advertisers and agencies. Audiences are distributed platform-independently via DSPs, SSPs, and intermediaries. Revenue is generated through the licensing of targeting segments (cookies, MAIDs, ID5s, contextual audiences, realtime predictions) to programmatic campaigns. The company also offers custom/individual audience creation services.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
OS Data Solutions product offering
Product offeringCore offering
OS Data Solutions provides premium targeting data products to advertisers, agencies, and programmatic platforms in the German market. Its offerings include Identity Solutions (multi-ID targeting using cookies, MAIDs, and ID5 identifiers across 50M+ Ströer users, 23M+ XING users, and 130,000+ PAYBACK panelists), Contextual Targeting (proprietary semantic content classifier following the OVK-BVDW standard), and Realtime Targeting (machine learning-based prediction targeting without identifiers). The data is distributed platform-independently across all major DSPs and SSPs for omnichannel campaigns on Desktop, Mobile, CTV, and DOOH, and is accessible through a self-serve Audience Discovery platform listing 1,500+ standard segments.
Product overview
OS Data Solutions is a premium data provider in Germany offering a unified targeting platform with multiple product lines. The core offering includes Identity Solutions (ID-based targeting using cookies, MAIDs, and ID5 identifiers from Ströer's 50M+ Unique Users, XING's 23M+ users, and PAYBACK Panel's 130,000+ panelists), Contextual Targeting (IAB-based semantic content classification without user data following OVK-BVDW standard), and Realtime Targeting (machine learning prediction models for ID-less targeting). The Audience Discovery platform serves as the user interface for discovering and selecting segments from 1,500+ standard segments across Demographics, Interest, Intent, and Custom categories. The products are available across all major DSPs, SSPs, and intermediaries for omnichannel distribution (Desktop, Mobile, CTV, DOOH). The company operates as a subsidiary of Ströer Group following its acquisition in January 2023.
Differentiator
Problem solved
Functional benefit
Products and services
- Identity Solutions ID-based audience targeting product using identifiers from Ströer's portfolio (50M+ Unique Users), PAYBACK Panel (130,000+ panelists), and XING data (23M+ registered users). Supports cookies, MAIDs, and ID5 alternative IDs for cross-device user recognition and campaign targeting based on surfing behavior, online survey responses, or CRM data.
- Contextual Targeting Context-based advertising targeting using a proprietary Contextual Classifier that crawls website content, semantically analyses it, and assigns IAB Content Taxonomy categories without using user data. First solution to follow the OVK-BVDW unified classification standard for contextual targeting in Germany, with approximately 94% accuracy versus manual categorization.
- Realtime Targeting Real-time audience targeting using machine learning prediction models based on hardfacts from data partners. Enables targeting without IDs for selected topics such as sociodemographics, household information, and B2B attributes, supporting cookieless campaign activation.
- Audience Discovery Self-serve proprietary platform for discovering and filtering OS Data Solutions' targeting segments. Provides comprehensive search, filter functionality, and additional segment information for campaign planning, accessible via app.osdata.solutions. Catalogs 1,500+ standard segments across Demographics, Interest, Intent, and Custom categories.
- Custom Segments Custom audience segments created according to specific customer requirements, enabling tailored targeting for advertisers and agencies with unique campaign briefs.
Quantifiable outcome
- Targeting data increased audience share by up to 327% for the 40-49 age group (with high-precision targeting) and over 100% for most age groups — independently verified by AudienceProject.
- +2 more outcomes
Companies that use OS Data Solutions
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
OS Data Solutions technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability5 records
Feature4 records
OS Data Solutions partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, flagship and minor.
- The Trade DeskcoreThe Trade Desk is a key platform integration partner. OS Data Solutions became the first German partner to offer ID5-extended targeting audiences in The Trade Desk. The platform received the Contextual Targeting integration in August 2024 for real-time analysis of The Trade Desk bid stream domains in German-speaking regions.
- Ströer GruppeflagshipStröer Gruppe is the parent company of OS Data Solutions, having acquired 100% ownership in January 2023 (previously joint venture with Otto Group). Ströer provides the core 1st party data infrastructure — over 50 million unique users from its portfolio of websites and OOH inventory. OS Data Solutions is central to Ströer's data strategy.
- PAYBACK PanelcorePAYBACK Panel is an exclusive data partner since January 2023, providing audiences from over 130,000 actively managed panelists covering topics such as household, family, and B2B. The panel is maintained through regular surveys of PAYBACK customers who participate in online research, offering behavioral and attitudinal insights not available from cookie-based data.
- XINGcoreXING serves as an exclusive data partner providing sociodemographic data on over 23 million registered users in the German-speaking region. The high-quality B2C data enables precise demographic targeting including age, gender, and other personal attributes, complementing behavioral data from Ströer's portfolio.
- Media ImpactminorMedia Impact is a strategic partner and customer of OS Data Solutions' contextual targeting solution, following the OVK standard developed in partnership with OS Data Solutions and the BVDW.
- AdAllianceminorAdAlliance is a strategic partner and customer of OS Data Solutions' contextual targeting solution, following the OVK standard developed with OS Data Solutions and BVDW.
- Ströer SSPcoreStröer's Supply-Side Platform (SSP) integrates OS Data Solutions' targeting data, enabling publishers to activate audience segments on their inventory and maximize addressable advertising revenue.
- ID5coreID5 provides a universal identifier solution that OS Data Solutions integrates into its multi-ID targeting offering. OS Data Solutions became the first German partner to offer ID5-extended targeting audiences in The Trade Desk. The ID5 ID enables publisher inventory maximization and improved ROI for advertisers in cookieless environments, delivering up to 78% reach uplift.
- Virtual MindscoreVirtual Minds (including Active Agent DSP, The Adex, and Yieldlab) is a strategic integration partner that incorporated OS Data Solutions data into its DSP and SSP platforms. Joint case studies demonstrated a 78% reach uplift using ID5 IDs. Virtual Minds is part of the ProSiebenSat.1 Media Group.
- Otto GroupflagshipOtto Group co-founded OS Data Solutions as a joint venture in June 2019 with Ströer Gruppe to create one of the largest German data pools combining digital reach from Ströer with high-quality data from Otto Group. As of January 2023, Ströer acquired full ownership, but Otto Group data continues to flow through PAYBACK Panel and other mechanisms.
Scale indicators8 records
Recent moves7 records
OS Data Solutions competitors and assessment
Company assessmentEmerging players
- Permutive: Privacy-first audience platform for publishers, enabling first-party data activation without third-party cookies. Comparable to OS Data Solutions' cookieless direction but with a publisher-side focus and less depth in Germany's localized market.
- InfoSum: Federated data collaboration platform enabling privacy-safe audience matching without moving data. Comparable to OS Data Solutions in addressing cookieless targeting, though focused on clean-room data collaboration rather than licensed audience segments.
- ID5: Universal identifier provider for the open web, integrated into OS Data Solutions' targeting stack. Comparable as a cookieless identity infrastructure provider — partly partner, partly competing infrastructure layer for the same advertisers.
Direct peers
- Lotame: Global data management platform offering audience data, enrichment, and collaboration tools to publishers and advertisers. Comparable to OS Data Solutions in providing licensed audience segments and identity resolution as a data-as-a-service business.
- YOC Group: Berlin-based adtech company specializing in programmatic advertising, high-impact ad formats, and data-driven targeting in Germany. Comparable to OS Data Solutions as a domestic German adtech player with audience targeting capabilities.
- The Adex (Virtual Minds): Part of ProSiebenSat.1's Virtual Minds, The Adex provides audience data and programmatic targeting in Germany. Comparable in that it combines first-party broadcaster data with behavioral targeting for German advertisers, similar to OS Data Solutions' Ströer partnership.
- Zeotap: Berlin-based customer intelligence and ID-resolution platform enabling deterministic audience targeting in Europe. Comparable to OS Data Solutions in offering privacy-compliant identity-based audience products, though broader in geography and verticals.
- Emetriq: Deutsche Telekom-owned German data management platform offering audience targeting and data services to advertisers — the closest direct peer in the German data-as-a-service market and a natural competitive counterpart to OS Data Solutions' Ströer-rooted model.
Broad incumbents
- Oracle Advertising: Oracle's ad and data platform (incorporating Grapeshot, Moat, AddThis) offering contextual targeting and audience data globally. Competes with OS Data Solutions' Contextual Targeting and Identity Solutions from a much broader platform footprint.
- LiveRamp: Global data connectivity platform offering identity resolution (RampID), data collaboration, and audience monetization across DSPs, SSPs, and TV. A broader incumbent whose cookieless identity products overlap directly with OS Data Solutions' Identity Solutions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
OS Data Solutions social profiles
Digital presenceOS Data Solutions compliance and trust
Trust signalCompliance2 records
OS Data Solutions financial estimates
Financial estimateRevenue estimate
Valuation estimate
OS Data Solutions leadership team
Management profileNumber of profiles
Profiles12 records
OS Data Solutions funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OS Data Solutions M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about OS Data Solutions
What does OS Data Solutions do?
OS Data Solutions provides premium targeting data products to advertisers, agencies, and programmatic platforms in the German market. Its offerings include Identity Solutions (multi-ID targeting using cookies, MAIDs, and ID5 identifiers across 50M+ Ströer users, 23M+ XING users, and 130,000+ PAYBACK panelists), Contextual Targeting (proprietary semantic content classifier following the OVK-BVDW standard), and Realtime Targeting (machine learning-based prediction targeting without identifiers). The data is distributed platform-independently across all major DSPs and SSPs for omnichannel campaigns on Desktop, Mobile, CTV, and DOOH, and is accessible through a self-serve Audience Discovery platform listing 1,500+ standard segments.
Is OS Data Solutions a public or private company?
OS Data Solutions is a private company. It is classified as corporate owned and is currently operating.
When was OS Data Solutions founded?
OS Data Solutions was founded in 2019. It employs 11 to 50 people.
Where is OS Data Solutions based?
OS Data Solutions is headquartered in Hamburg, Germany, in the Europe region.
How does OS Data Solutions make money?
One revenue line is on record: targeting Data Licensing / Data-as-a-Service.
Who are OS Data Solutions's main competitors?
Emerging players on record are Permutive, InfoSum and ID5. Direct peers are Lotame, YOC Group, The Adex (Virtual Minds), Zeotap and Emetriq. Broad incumbents are Oracle Advertising and LiveRamp.
Does OS Data Solutions have an API?
No public API is recorded for OS Data Solutions.
What industry is OS Data Solutions in?
OS Data Solutions's product category is Programmatic Advertising Data & Audience Targeting. Its primary akta.pro industry code is HDAAAGAE, Search, Discovery & Ranking Personalization. Its NAICS code is 519290 and its SIC code is 7374.