Last week, Communicate announced that VivaKi’s Audience On Demand (AOD) MENA has signed an exclusive partnership with Effective Measure (EM), a provider of digital audience, brand and advertising effectiveness measurement and targeting solutions.

Effective Measure has now released a statement saying that it has “formed a number of partnerships with media agencies in the Middle East ahead of the launch of a new data product”.

The statement adds that since January 2015, Effective Measure has been working closely with Omnicom Media Group’s programmatic buying unit Accuen on the integration of its third-party audience data, emPower, into the media agency holding group’s data-management platform (DMP). The goal of this partnership is to test the data transfer and audience syndication for access via multiple demand-side platforms (DSPs), including as DoubleClick Bid Manager (DBM).

Another partnership is the one-month test exclusive in February with Vivaki’s AOD, which is focused on the data release directly through DBM. At the end of this dry run, agencies, both regional and international, will have access to Effective Measure’s emPower (MENA based data) through the DBM platform.

Both partnerships allow Effective Measure to iron out all issues, both simple and advanced, before the full market release of emPower.

In all cases, the audience data sold by Effective Measure, comprising demographic and behavioral audience cookie data, comes from what it calls “Tier 2 sites, broadly defined as long tail sites in the region”. The data from Tier 1 publishers is not included in empower, simply because empower will also be made available to Tier 1 publishers.

Effective Measure is seeking to engage a third party marketplace platform to assist in future attribution of data sales back to all relevant tier 2 publishers.  “This process will be underway in the coming months as testing is completed and volumes are assessed,” it says.