Mediaservice Wasmuth

Name

Mediaservice Wasmuth

Legal name

mediaservice wasmuth GmbH

Website

https://msw.de

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Media Data Management Software

NAICS

Media Representatives (541840), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621), Media Buying Agencies (541830)

SIC

Services-Allied To Motion Picture Distribution (7829), Services-Computer Programming, Data Processing, Etc. (7370), Services-Advertising Agencies (7311)

akta.pro industry

PRIMARYBPAMAJAN

Content Syndication, Distribution & Rights Management Platforms

Business & Public Services/Web, Mobile & Digital Platforms/Media Streaming, Publishing & Content Platforms

SECONDARYMPAHALAG

Content Supply Chain Orchestration & Workflow (Ingest-to-Publish, Automation)

Media, Entertainment & Sports/Media Technology & Services (Post-Production, VFX, Animation, Streaming Infrastructure)/Rights, Metadata & Content Supply Chain (Avails, Scheduling, DRM/Watermarking)

SECONDARYMPAHALAO

Standards, Registries & Interoperability Services (EIDR/ISAN, CPE, DDEX)

Media, Entertainment & Sports/Media Technology & Services (Post-Production, VFX, Animation, Streaming Infrastructure)/Rights, Metadata & Content Supply Chain (Avails, Scheduling, DRM/Watermarking)

SECONDARYHDABAGAC

Video Streaming & OTT Delivery (Live/VOD, Low-Latency)

Hardware, Technology & Telecom/Cloud & Data Center Infrastructure/CDN, Edge Cloud & Content Delivery

Keywords

• Media data management
• Advertising database
• Media planning software
• Media standardization services
• Digital out-of-home data

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Media Data Services: MSW provides database services, data management, and data maintenance for media publishers and advertisers in the DACH region. They supply standardized media data to agencies and collect media information from over 47,000 advertising media.
2. Software Products and Online Portals: Products like wasmuth:daten, Planbasix, OBS, ZIS, DUON-Portal are offered as applications and tools for efficient work in media planning, booking, and data management.
3. Custom Development Services: Programming of interfaces, software and online portals developed both on behalf of customers and under their own brand name, establishing industry standards.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Mediaservice Wasmuth GmbH operates a centralized media-data service for the DACH advertising market, compiling and standardizing data on 47,000+ advertising media carriers across print, digital, and audio channels. It sells access to this database and accompanying planning tools/portals (e.g., wasmuth:daten, DOOH:DATA, planbasix, DUON-Portal) to media publishers, agencies, and advertisers. Its offering combines a standardized media catalog with software modules for regional planning, ad-special placement, insert optimization, and digital out-of-home media.

Product overview

Mediaservice Wasmuth operates a broad portfolio of interconnected data management and media planning products organized around a unified media database architecture. The core offering is wasmuth:daten, a central database serving as the market standard that feeds standardized media data across all other tools and systems via unique media IDs. The portfolio includes msw planbasix (universal reference database for print, digital, and audio in the DACH region) and regio.planbasix (regional planning web-app with map-based visualization), which both access the same underlying data pool. Supporting the core data infrastructure are specialized portals: DOOH:DATA (new 2025 data pool for digital out-of-home advertising), DBCFM Service Site (digital booking communication standard), DUON-Portal (certified print data verification), AdSpecial-Portal (insert/supplement technical data), adgap (campaign monitoring exchange format), and OBS (print booking system). From January 2026, the portfolio will expand to include ZIS (newspaper planning tool) and OBS (online booking portal), acquired from ZMG. All products share a common data foundation with wasmuth data IDs enabling cross-system data exchange.

Differentiator

Problem solved

Functional benefit

Brands

• wasmuth:daten: Central platform for media planning, calculation, digital purchasing and processing - the market standard for media data exchange.
• DOOH:DATA
• DBCFM Service Site
• msw planbasix
• regio.planbasix
• adgap
• DUON-Portal
• AdSpecial-Portal
• OBS
• ZIS

Products and services

• wasmuth:daten Centralized media-data database covering 47,000+ advertising media carriers (print, digital, audio) for use by publishers, agencies, and advertisers in the DACH market.
• DOOH:DATA
• DBCFM Service Site
• msw planbasix
• regio.planbasix
• adgap
• DUON-Portal
• AdSpecial-Portal
• OBS (Optimale Beilagensteuerung)
• ZIS (Zeitschriften-Informations-Service)

Quantifiable outcome

• Over 47,000 advertising media carriers listed in the database
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature10 records

Partnerships

Twelve partnerships are on record, tiered core and key.

• Score Media GroupcoreStrategic or Co-development Partner · 1 July 2026MSW partnered with Score Media Group to develop and integrate a new E-Paper module into the regio.planbasix planning tool. This enables regional E-Paper planning, allowing media planners to compare E-Paper solutions across publishers in one central regional planning environment. The integration shows which E-Paper editions are available in desired regions, advertising formats offered, and associated reach and costs.
• DBCFM Certified Partner NetworkcoreGTM or Marketing Partner · 4 December 2025DBCFM launched a certification program (DBCFM Certified) with two tiers: DBCFM Ready for publishers handling booking confirmations, and DBCFM Certified for publishers who have fully implemented the DBCFM process. The program helps market participants identify which partners are digitally equipped and focused on standardized processes.
• BDZV (Bundesverband Digitalpublisher und Zeitungsverleger)coreStrategic or Co-development Partner · 2 October 2025MSW is taking over products and responsibilities of ZMG (Zeitungsmarktforschung Gesellschaft) from BDZV. MSW will take over ZIS and ZMG-Zeitungsatlas print planning tools, and receive all usage and exploitation rights to the OBS online booking portal from BDZV and MVFP publisher associations. Effective January 2026.
• MVFP (Medienverband der freien Presse)coreStrategic or Co-development Partner · 2 October 2025MSW is receiving all usage and exploitation rights to OBS online booking portal from MVFP as part of ZMG product acquisition. Effective January 2026.
• ZMG (Zeitungsmarktforschung Gesellschaft)coreStrategic or Co-development Partner · 2 October 2025MSW is taking over products and responsibilities of ZMG, including ZIS planning tools, ZMG-Zeitungsatlas, and OBS online booking portal. MSW will also prepare and supply market data for IVW and agma studies. BDZV is ending ZMG's operations at year-end 2025.
• Ad AlliancekeyStrategic or Co-development Partner · 1 September 2025DBCFM team presented at Online AD Summit together with Ad Alliance (Ulf Hübner), demonstrating the digital booking format's value for agencies and publishers to a broad professional audience.
• GMG (Tübingen)coreTechnology or Integration · 15 July 2025GMG Color Server technology has been integrated into the DUON-Portal for automatic color adaptation of print data. GMG Color Server is the leading solution for automatic color adjustment of print data, significantly simplifying the complex process of print template preparation while improving color quality. The technology automates the adaptation and provision of color information for printing.
• GroupMkeyChannel Partner/ Reseller/ Distributor · 6 May 2025GroupM, a major media agency network, is using DOOH:DATA for planning and purchasing of Digital-Out-of-Home advertising surfaces. GroupM represents one of the first major agency networks to adopt the DOOH:DATA solution.
• InoviscokeyChannel Partner/ Reseller/ Distributor · 6 May 2025Inovisco is using DOOH:DATA for digital out-of-home advertising planning and purchasing as a media advertiser.
• REWE GroupkeyChannel Partner/ Reseller/ Distributor · 6 May 2025REWE Group is using DOOH:DATA for digital out-of-home advertising as a major retail advertiser.
• TV-WartezimmerkeyChannel Partner/ Reseller/ Distributor · 6 May 2025TV-Wartezimmer is using DOOH:DATA as a media publisher providing digital out-of-home advertising inventory.
• StröerkeyStrategic or Co-development Partner · 6 May 2025Ströer, the market leader in DOOH in Germany, is partnered with MSW on DOOH:DATA. This partnership brings Ströer's extensive DOOH inventory into the standardized DOOH:DATA data pool.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Nielsen: Global leader in media measurement, audience data, and ratings for TV, digital, and out-of-home advertising. Comparable to MSW in providing standardized media data that agencies and advertisers use for planning and buying, but operates at global scale across all channels rather than specializing in DACH print/digital/OOH metadata.
• GfK: German-rooted global market research and consumer data company (now part of NIQ). Comparable to MSW as a long-standing German data company supplying standardized market and media information to agencies and advertisers, but focused on consumer/retail panels and broader market intelligence rather than media tariff and booking infrastructure.
• Kantar: Major global media intelligence and audience measurement company offering advertising data, cross-media measurement, and consulting. Overlaps with MSW in supplying agencies with standardized media and audience data, but serves a much broader portfolio of use cases globally rather than focusing on DACH-specific media tariff and booking data.

Others

• The Trade Desk: Global independent demand-side platform for programmatic advertising. Indirectly comparable to MSW as a major buyer of standardized advertising data, and a potential competitive threat if its omnichannel planning capabilities reduce reliance on standalone media data layers like MSW's wasmuth:daten.
• agof (Arbeitsgemeinschaft Online Forschung): German industry joint venture producing standardized online reach and audience measurement data for digital media planning. Adjacent to MSW as a parallel provider of media planning data in the DACH market, but focused specifically on online audience reach measurement rather than media tariff, booking, and DOOH data.
• IVW (Informationsgemeinschaft zur Feststellung der Verbreitung von Werbeträgern): German circulation audit organization for print and digital advertising media. MSW already prepares and supplies market data for IVW studies; as an industry infrastructure body, IVW represents a counterpart in the German media data ecosystem that MSW both serves and depends on for reach data.
• Ströer: Germany's leading out-of-home advertising operator with significant DOOH inventory. Comparable to MSW as a participant in the German DOOH data ecosystem and an anchor partner on DOOH:DATA, but operates as a media owner rather than as a media data infrastructure provider like MSW.

Emerging players

• Hivestack: Global programmatic DOOH ad-tech platform providing supply- and demand-side tools for digital out-of-home advertising. Comparable to MSW's DOOH:DATA in addressing standardized data exchange for DOOH planning and buying, but operates globally with a programmatic-first architecture rather than being rooted in the German media data ecosystem.
• Adsquare: European audience data platform enabling advertisers and agencies to plan and activate campaigns across digital and DOOH channels. Comparable to MSW's DOOH:DATA in providing standardized data for omnichannel planning, but focused on programmatic audience targeting rather than DACH print tariff and booking infrastructure.

Direct peers

• Score Media Group: Regional media planning data and tools provider for German publishers and agencies. Highly comparable to MSW: also builds regional media planning tools, partners on E-Paper modules, and operates in the same DACH media data ecosystem — while simultaneously being a collaboration partner to MSW on regio.planbasix.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mediaservice-wasmuth

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Mediaservice Wasmuth