hbr.org Open in urlscan Pro
13.32.99.13  Public Scan

Form analysis
1 forms found in the DOM

GET /search

<form action="/search" method="get">
  <div class="search-container ">
    <input type="hidden" name="search_type" value="search-all">
    <input class="pts pbm search-box-desktop" autocomplete="off" name="term" data-type="search-input" placeholder="Search hbr.org">
    <input class="search-box-mobile" autocomplete="off" name="term" placeholder="Search hbr.org">
    <button>
      <svg aria-labelledby="title" viewBox="0 0 24 24">
        <title>Search</title>
        <g>
          <path d="M24.06,23.22l-6.38-6.38a10.11,10.11,0,1,0-.85.85l6.37,6.37ZM1.2,10.13A8.93,8.93,0,1,1,10.13,19,8.94,8.94,0,0,1,1.2,10.13Z"></path>
        </g>
      </svg>
    </button>
    <a href="#" class="clear-search-box do-not-show" js-target="clear-search-box">CLEAR</a>
  </div>
  <div class="backdrop-white width-100pct zindex-highest hide top-header--search-suggest" data-purpose="search-auto-suggest">
    <div class="font-gt-america">
      <ul class="no-bullet ptm mbs" data-container="results">
        <li class="pbm pts line-height-normal font-size-15 darker-medium-gray"></li>
        <li class="pbm pts line-height-normal font-size-15 darker-medium-gray"></li>
        <li class="pbm pts line-height-normal font-size-15 darker-medium-gray"></li>
        <li class="pbm pts line-height-normal font-size-15 darker-medium-gray"></li>
        <li class="pbm pts line-height-normal font-size-15 darker-medium-gray"></li>
        <li class="pbl pts line-height-normal font-size-15 darker-medium-gray has-border-bottom"></li>
        <li class="ptl font-size-xsmall text-gray-light font-bold">SUGGESTED TOPICS</li>
        <li class="pbm pts line-height-normal font-size-15 darker-medium-gray no-bullet"></li>
        <li class="pbm pts line-height-normal font-size-15 darker-medium-gray no-bullet"></li>
        <li class="pbm pts line-height-normal font-size-15 darker-medium-gray no-bullet"></li>
      </ul>
    </div>
  </div>
</form>

Text Content

Navigation Menu

Collaboration and teams   |   Collaborate to Grow the Pie, Not Just Split It
Subscribe Sign In
Account Menu
Account Menu
Hi,
 Guest

Search Menu
Close menu
Search CLEAR
 * 
 * 
 * 
 * 
 * 
 * 
 * SUGGESTED TOPICS
 * 
 * 
 * 

Explore HBR
 * Latest
 * The Magazine
 * Ascend
 * Podcasts
 * Video
 * Store
 * Webinars
 * Newsletters

Popular Topics
 * Managing Yourself
 * Leadership
 * Strategy
 * Managing Teams
 * Gender
 * Innovation
 * Work-life Balance
 * All Topics

For Subscribers
 * The Big Idea
 * Data & Visuals
 * Reading Lists
 * Case Selections
 * HBR Learning
 * Subscribe

My Account
 * My Library
 * Topic Feeds
 * Orders
 * Account Settings
 * Email Preferences
 * Log Out
 * Sign In

 * 
 * 
 * 
 * 

Subscribe Latest Podcasts Video The Magazine Ascend Store Webinars Newsletters
All Topics The Big Idea Data & Visuals Reading Lists Case Selections HBR
Learning My Library Account Settings Log Out Sign In


YOUR CART

Your Shopping Cart is empty.
Visit Our Store
Guest User
Subscriber
My Library Topic Feeds Orders Account Settings Email Preferences Log Out
Reading List
Reading Lists
Latest Magazine Ascend Topics Podcasts Video Store The Big Idea Data & Visuals
Case Selections HBR Learning
You have 1 free articles left this month.

You are reading your last free article for this month.

Subscribe for unlimited access.
Create an account to read 2 more.
Collaboration and teams


COLLABORATE TO GROW THE PIE, NOT JUST SPLIT IT

This is part of the HBR Insight Center Making Collaboration Work. The NFL is in
the midst of a public and piggish spectacle of billionaires arguing with
millionaires about how to split approximately $10 billion in revenue. This is
time, effort and money merely focused on splitting the pie versus growing the
pie by innovating […]
by
 * Vicki Gardner, Dennis Moore and Eddie Yoon

by
 * Vicki Gardner, Dennis Moore and Eddie Yoon

June 17, 2011
 * Tweet
 * Post
 * Share
 * Annotate
 * Save
 * Print

Leer en español
Ler em português
 * Tweet
 * Post
 * Share
 * Annotate
 * Save
 * Print

This is part of the HBR Insight Center Making Collaboration Work.

The NFL is in the midst of a public and piggish spectacle of billionaires
arguing with millionaires about how to split approximately $10 billion in
revenue. This is time, effort and money merely focused on splitting the pie
versus growing the pie by innovating the product for the benefit of all,
especially the fans.

Similar lockouts are played out on a much more frequent basis between the
consumer packaged goods makers and their retail partners. Far too many retailers
and manufacturers opt for pie-splitting instead of collaborating to come up with
pie-growing strategies. Of the billions of dollars spent each year on trade
promotion and innovation, our estimates are that only $1 in every $8 spent on
trade promotion (13%) and $1 in every $20 (5%) generated from innovation
actually grow their respective categories.

The rest of the dollars just shift share from one retailer to another or one
manufacturer to another. These pie-splitting strategies often just drive
short-term, unsustainable results where companies are merely “renting share.”
And in the long-run, too much share stealing without category growth destroys
long-term industry profitability for everyone involved.

The Nielsen Company just completed a macro study analyzing trade promotion
across 30 grocery categories. The findings are surprising. Only 13% of trade
dollars spent actually result in category growth. Instead, 15% of sales driven
by trade promotions result in brand switching (good for the “winning”
manufacturer) and 17% of sales driven by trade promotions result in store
switching (good for the “winning” retailer).

Sadly, the single largest result of trade promotion is subsidized volume at
nearly 55% of all trade spend. This is trade spend where the no new consumers or
incremental units were purchased—instead, customers who would have purchased a
product anyway are being given discounts, gutting profits. One might think that
all consumers would be happy with lower prices, but The Cambridge Group analysis
across dozens of categories shows that the truly price sensitive consumer tends
to be only 10-30% of households. Most consumers actually want new benefits and
innovation and are willing to pay for them.

Regarding innovation, the numbers indicate that the vast majority of innovation
also results in splitting the pie vs. growing the pie — and in some cases,
innovation inadvertently shrinks the pie. Nielsen also looked at sales from new
products in every category within grocery in recent years. In one year $2.7
billion in sales was generated via new products in the grocery channel. But $3.2
billion was lost due to de-listing — meaning failed products that were pulled
from shelves, or products pulled by manufacturers even though some consumers may
have preferred the product — for a net negative of $500 million. Put another
way: for every incremental $1.00 gained from a new product, $1.20 was lost due
to de-listing.

So is growing the pie an impossible task? No, but manufacturers and retailers
have to collaborate more upfront on shopper and innovation strategies.

Consider one example. Over the last five years, Jimmy Dean’s has expanded its
frame of reference beyond just breakfast sausage into convenient breakfast meals
that provide longer lasting energy — a niche that delivers a breakfast like what
you’d get at a fast-food restaurant with sausage at its center. In that time,
Jimmy Dean’s tripled its frozen breakfast sales with $200 million in incremental
sales. But the category overall grew from $1.2 billion to $1.5 billion, with
Jimmy Dean’s driving nearly two-thirds of all the growth. It’s a great example
of what can happen when manufacturers and retailers stop fighting over splitting
the pie and instead find a way to increase the share — in this case by stealing
sales that might otherwise have gone to fast food establishments.

The path to pie-growing strategies centers on better innovation. When
manufacturers create innovation that drives category growth, there is less need
to drive unhelpful trade promotion.

First, innovation leaders at manufacturers need to redefine success. Too often
manufacturers aim for $50 million+ ideas without regard as to where the
additional revenue originated. Ideally it comes from category growth. If it
comes from a competitor’s share or, even worse, cannibalizing a product in its
own portfolio, it’s a less effective innovation. Innovations that grow the pie
allow the manufacturer to benefit disproportionately — and the retailer will be
fully supportive, since it grows sales instead of reapportioning existing
shares. Our collective experience is that innovations that are truly
differentiated and are appealing enough to command pricing power have a much
greater chance of growing the category sales and margin.

Second, innovation leaders need to better collaborate across marketing and sales
functions within their organizations and with retailers to not just hand off
innovations, but get roll up their sleeves into the trenches of retail execution
and category growth. How can this innovation drive incremental trips to the
store? How can this build baskets for the retailers? What SKUs will be deleted
to make room? What is the optimal shelf-spacing, assortment and merchandising?

Finally, as is the case with any real collaboration, greater honesty and
accountability is required from both manufacturers and retailers about
innovation. At a recent summit of top retailers and CPG manufacturers, several
executives were refreshingly candid about the innovation charade that goes on
every year. The executive noted that manufacturers constantly launch new
products that they know in their heart of hearts aren’t worthy (not
differentiated, not worthy of a price premium, not likely to grow the category),
but they go ahead because they complain retailers want ‘new news’. Retailers
constantly accept innovations that they also secretly believe aren’t really that
good, but they do so because they don’t want to be the first one to say the
emperor has no clothes.

Fundamentally, the issues are rooted in our culture of competition and the need
for more courage to collaborate. Pie-splitting as a growth strategy is
attractive because it is more familiar and easier. For many of us it is deeply
ingrained that for one to win, the other has to lose. Pie-growing is not only
more foreign, it also takes more courage as it is a more uncertain and messier.
It also takes more creativity, as well as an ability to stand in your partner’s
shoes. We expect the best retailers will sync up with the best manufacturers and
lead the way, as it is way more fun to work in a growth category. Hopefully a
new, mutually beneficial way of working together will emerge — just in time for
a full NFL season.

Vicki Gardner is SVP of Product Innovation Services for The Nielsen Company.
Dennis Moore is President of Advanced Analytics for The Nielsen Company.
Eddie Yoon is a Principal with The Cambridge Group.

Read more on Collaboration and teams
 * VG
   Vicki Gardner is SVP of Product Innovation Services for The Nielsen Company.
   Dennis Moore is President of Advanced Analytics for The Nielsen Company.
   Eddie Yoon is a Principal with The Cambridge Group.

 * Tweet
 * Post
 * Share
 * Annotate
 * Save
 * Print

Read more on Collaboration and teams



RECOMMENDED FOR YOU

COLLABORATE FOR REAL

INNOVATION DOESN'T HAVE TO BE DISRUPTIVE


PODCAST
HOW DO I HANDLE A BAD BOSS?

A STUDY OF THOUSANDS OF DROPBOX PROJECTS REVEALS HOW SUCCESSFUL TEAMS
COLLABORATE




PARTNER CENTER



Start my subscription!

EXPLORE HBR

 * The Latest
 * All Topics
 * Magazine Archive
 * The Big Idea
 * Reading Lists
 * Case Selections
 * Video
 * Podcasts
 * Webinars
 * Data & Visuals
 * My Library
 * Newsletters
 * HBR Press
 * HBR Ascend

HBR STORE

 * Article Reprints
 * Books
 * Cases
 * Collections
 * Magazine Issues
 * HBR Guide Series
 * HBR 20-Minute Managers
 * HBR Emotional Intelligence Series
 * HBR Must Reads
 * Tools

ABOUT HBR

 * Contact Us
 * Advertise with Us
 * Information for Booksellers/Retailers
 * Masthead
 * Global Editions
 * Media Inquiries
 * Guidelines for Authors
 * HBR Analytic Services
 * Copyright Permissions

MANAGE MY ACCOUNT

 * My Library
 * Topic Feeds
 * Orders
 * Account Settings
 * Email Preferences
 * Account FAQ
 * Help Center
 * Contact Customer Service

FOLLOW HBR

 * Facebook
 * Twitter
 * LinkedIn
 * Instagram
 * Your Newsreader

 * About Us
 * Careers
 * Privacy Policy
 * Cookie Policy
 * Copyright Information
 * Trademark Policy


Harvard Business Publishing:
 * Higher Education
 * Corporate Learning
 * Harvard Business Review
 * Harvard Business School

Copyright © 2023  Harvard Business School Publishing. All rights reserved.
Harvard Business Publishing is an affiliate of Harvard Business School.







WELCOME TO HARVARD BUSINESS REVIEW


HARVARD BUSINESS REVIEW ASKS FOR YOUR CONSENT TO USE YOUR BROWSER DATA TO:

 * perm_identity
   Personalised ads and content, ad and content measurement, audience insights
   and product development
 * devices
   Store and/or access information on a device

expand_moreremove
Learn more
 * 
   How can I change my choice?
 * 
   What if I don't consent?
 * 
   How does legitimate interest work?
 * 
   Do I have to consent to everything?

Your personal data will be processed and information from your device (cookies,
unique identifiers, and other device data) may be stored by, accessed by and
shared with third party vendors, or used specifically by this site or app.

Some vendors may process your personal data on the basis of legitimate interest,
which you can object to by managing your options below. Look for a link at the
bottom of this page or in our privacy policy where you can withdraw consent.

Consent



Do not consent

Manage options

arrow_back

Data preferences


MANAGE YOUR DATA

You can choose how your personal data is used. Vendors want your permission to
do the following:

TCF vendors

help_outline


STORE AND/OR ACCESS INFORMATION ON A DEVICE

Cookies, device identifiers, or other information can be stored or accessed on
your device for the purposes presented to you. View details
Consent


SELECT BASIC ADS

Ads can be shown to you based on the content you’re viewing, the app you’re
using, your approximate location, or your device type. View details
ConsentLegitimate interesthelp_outline


CREATE A PERSONALISED ADS PROFILE

A profile can be built about you and your interests to show you personalised ads
that are relevant to you. View details
Consent


SELECT PERSONALISED ADS

Personalised ads can be shown to you based on a profile about you. View details
Consent


CREATE A PERSONALISED CONTENT PROFILE

A profile can be built about you and your interests to show you personalised
content that is relevant to you. View details
Consent


SELECT PERSONALISED CONTENT

Personalised content can be shown to you based on a profile about you. View
details
Consent


MEASURE AD PERFORMANCE

The performance and effectiveness of ads that you see or interact with can be
measured. View details
ConsentLegitimate interesthelp_outline


MEASURE CONTENT PERFORMANCE

The performance and effectiveness of content that you see or interact with can
be measured. View details
ConsentLegitimate interesthelp_outline


APPLY MARKET RESEARCH TO GENERATE AUDIENCE INSIGHTS

Market research can be used to learn more about the audiences who visit
sites/apps and view ads. View details
ConsentLegitimate interesthelp_outline


DEVELOP AND IMPROVE PRODUCTS

Your data can be used to improve existing systems and software, and to develop
new products View details
ConsentLegitimate interesthelp_outline


ENSURE SECURITY, PREVENT FRAUD, AND DEBUG

help_outline
Your data can be used to monitor for and prevent fraudulent activity, and ensure
systems and processes work properly and securely. View details


TECHNICALLY DELIVER ADS OR CONTENT

help_outline
Your device can receive and send information that allows you to see and interact
with ads and content. View details


MATCH AND COMBINE OFFLINE DATA SOURCES

help_outline
Data from offline data sources can be combined with your online activity in
support of one or more purposes View details


LINK DIFFERENT DEVICES

help_outline
Different devices can be determined as belonging to you or your household in
support of one or more of purposes. View details


RECEIVE AND USE AUTOMATICALLY-SENT DEVICE CHARACTERISTICS FOR IDENTIFICATION

help_outline
Your device might be distinguished from other devices based on information it
automatically sends, such as IP address or browser type. View details


USE PRECISE GEOLOCATION DATA

Your precise geolocation data can be used in support of one or more purposes.
This means your location can be accurate to within several meters. View details
Consent

You can choose your data preferences. This site or app wants your permission to
do the following:

Site or app


STORE AND/OR ACCESS INFORMATION ON A DEVICE

Cookies, device identifiers, or other information can be stored or accessed on
your device for the purposes presented to you. View details
Consent


SELECT BASIC ADS

Ads can be shown to you based on the content you’re viewing, the app you’re
using, your approximate location, or your device type. View details
Consent


MEASURE CONTENT PERFORMANCE

The performance and effectiveness of content that you see or interact with can
be measured. View details
Consent

Vendor preferences

Accept all



Confirm choices

arrow_back

Vendor preferences


CONFIRM OUR VENDORS

Vendors can use your data to provide services. Declining a vendor can stop them
from using the data you shared.

TCF vendors

help_outline


EXPONENTIAL INTERACTIVE, INC D/B/A VDX.TV

Cookie duration: 90 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ROQ.AD GMBH

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


INDEX EXCHANGE INC.

Cookie duration: 395 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


QUANTCAST

Cookie duration: 396 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


BEESWAXIO CORPORATION

Cookie duration: 395 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SOVRN, INC.

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADIKTEEV

Doesn't use cookies.

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


RTB HOUSE S.A.

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


THE UK TRADE DESK LTD

Cookie duration: 3629 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADMETRICS GMBH

Doesn't use cookies.




View details | Privacy policylaunch
Consent


AMOBEE INC.

Cookie duration: 180 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


EPSILON

Cookie duration: 184 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


YAHOO EMEA LIMITED

Cookie duration: 397 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADVENTORI SAS

Cookie duration: 90 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


TRIPLELIFT, INC.

Cookie duration: 90 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


XANDR, INC.

Cookie duration: 90 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


NEORY GMBH

Cookie duration: 90 (days).

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


UNRULY GROUP LLC

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


NEURAL.ONE

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADITION (VIRTUAL MINDS GMBH)

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ACTIVE AGENT (VIRTUAL MINDS GMBH)

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


TABOOLA EUROPE LIMITED

Cookie duration: 366 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SMART ADSERVER

Cookie duration: 396 (days).

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADFORM A/S

Cookie duration: 1 (days).




View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


MAGNITE, INC.

Cookie duration: 365 (days).

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


RATEGAIN ADARA INC

Cookie duration: 730 (days).




View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SIFT MEDIA, INC

Doesn't use cookies.




View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


RAKUTEN MARKETING LLC

Cookie duration: 730 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


AMAZON AD SERVER

Cookie duration: 396 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


OPENX

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


YIELDLAB (VIRTUAL MINDS GMBH)

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ROKU ADVERTISING SERVICES

Cookie duration: 396 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


NANO INTERACTIVE GROUP LTD.

Doesn't use cookies.




View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SIMPLIFI HOLDINGS INC

Cookie duration: 366 (days).

Uses other forms of storage.


View details | Privacy policylaunch
Consent


PUBMATIC, INC

Cookie duration: 90 (days).

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


COMSCORE B.V.

Cookie duration: 720 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


FLASHTALKING

Cookie duration: 730 (days).




View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


MEDIAMATH, INC.

Cookie duration: 393 (days).

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


PULSEPOINT, INC.

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SMAATO, INC.

Cookie duration: 21 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SEMASIO GMBH

Cookie duration: 366 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


CRIMTAN HOLDINGS LIMITED

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


GENIUS SPORTS UK LIMITED

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


CRITEO SA

Cookie duration: 390 (days).

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADLOOX SA

Doesn't use cookies.

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


BLIS GLOBAL LIMITED

Cookie duration: 400 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


LOTAME SOLUTIONS, INC

Cookie duration: 274 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


LIVERAMP

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


GROUPM UK LIMITED

Cookie duration: 395 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


LOOPME LIMITED

Cookie duration: 90 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


DYNATA LLC

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


ASK LOCALA

Cookie duration: 1 (days).




View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


NEAR INTELLIGENCE

Doesn't use cookies.

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


DOUBLEVERIFY INC.

Doesn't use cookies.




View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


BIDSWITCH GMBH

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


IPONWEB GMBH

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


NEXTROLL, INC.

Cookie duration: 183 (days).

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


TEADS FRANCE SAS

Cookie duration: 365 (days).

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


STRÖER SSP GMBH (SSP)

Cookie duration: 365 (days).

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


OS DATA SOLUTIONS GMBH & CO. KG

Cookie duration: 90 (days).

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


PERMODO GMBH

Doesn't use cookies.

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


PLATFORM161 B.V.

Cookie duration: 396 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADACADO TECHNOLOGIES INC. (DBA ADACADO)

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


BASIS GLOBAL TECHNOLOGIES, INC.

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SMADEX, S.L.U.

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


BOMBORA INC.

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SPOTX, INC

Cookie duration: 366 (days).

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


EASYMEDIA GMBH

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


REMERGE GMBH

Doesn't use cookies.

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADVANCED STORE GMBH

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


MAGNITE CTV, INC.

Cookie duration: 366 (days).




View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


DELTA PROJECTS AB

Cookie duration: 365 (days).




View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


USEMAX ADVERTISEMENT (EMEGO GMBH)

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


EMETRIQ GMBH

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


PUBLICIS MEDIA GMBH

Cookie duration: 90 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


M.D. PRIMIS TECHNOLOGIES LTD.

Cookie duration: 25 (days).




View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ONETAG LIMITED

Cookie duration: 396 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


CLOUD TECHNOLOGIES S.A.

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SMARTOLOGY LIMITED

Doesn't use cookies.

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


IMPROVE DIGITAL

Cookie duration: 90 (days).

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADOBE ADVERTISING CLOUD

Cookie duration: 365 (days).




View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


BANNERFLOW AB

Cookie duration: 366 (days).




View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


TABMO SAS

Doesn't use cookies.

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


INTEGRAL AD SCIENCE, INC.

Doesn't use cookies.




View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


WIZALY

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


WEBORAMA

Cookie duration: 393 (days).




View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


JIVOX CORPORATION

Cookie duration: 30 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SOJERN, INC.

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


MOBILE PROFESSIONALS BV / SAGE&ARCHER BV

Doesn't use cookies.




View details | Privacy policylaunch
Consent


ON DEVICE RESEARCH LIMITED

Cookie duration: 30 (days).




View details | Storage details | Privacy policylaunch
Consent


ROCKABOX MEDIA LTD

Cookie duration: 365 (days).




View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


EXACTAG GMBH

Cookie duration: 180 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


CELTRA INC.

Doesn't use cookies.

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


MAINADV SRL

Cookie duration: 30 (days).

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


GEMIUS SA

Cookie duration: 1825 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


THE KANTAR GROUP LIMITED

Cookie duration: 914 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


NIELSEN MEDIA RESEARCH LTD.

Cookie duration: 120 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SOLOCAL SA

Cookie duration: 396 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


PIXALATE, INC.

Doesn't use cookies.




View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ORACLE ADVERTISING

Cookie duration: 180 (days).

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


NUMBERLY

Cookie duration: 180 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


AUDIENCEPROJECT APS

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


DEMANDBASE, INC.

Cookie duration: 730 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


EFFILIATION / EFFINITY

Cookie duration: 2 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
Consent


ARRIVALIST CO.

Cookie duration: 365 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


SEENTHIS AB

Doesn't use cookies.




View details | Privacy policylaunch


COMMANDERS ACT

Cookie duration: 365 (days).




View details | Storage details | Privacy policylaunch
Consent


TRAVEL AUDIENCE GMBH

Cookie duration: 397 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


HUMAN

Doesn't use cookies.




View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADLUDIO LTD.

Doesn't use cookies.




View details | Privacy policylaunch
Consent


BLENDEE SRL

Cookie duration: 366 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


INNOVID LLC

Cookie duration: 90 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


PAPIRFLY AS

Doesn't use cookies.




View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


NEUSTAR, INC., A TRANSUNION COMPANY

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


SALESFORCE.COM, INC.

Cookie duration: 180 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
Consent


VERVE GROUP EUROPE GMBH

Doesn't use cookies.

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


KOCHAVA INC.

Doesn't use cookies.




View details | Storage details | Privacy policylaunch
Consent


OTTO (GMBH & CO KG)

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADOBE AUDIENCE MANAGER, ADOBE EXPERIENCE PLATFORM

Cookie duration: 180 (days).

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


LOCALSENSOR B.V.

Doesn't use cookies.

Uses other forms of storage.


View details | Privacy policylaunch
Consent


ONLINE SOLUTION

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


RELAY42 NETHERLANDS B.V.

Cookie duration: 730 (days).




View details | Storage details | Privacy policylaunch
Consent


GP ONE GMBH

Cookie duration: Uses session cookies.

Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


LIFTOFF MOBILE, INC.

Doesn't use cookies.

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


THE MEDIAGRID INC.

Cookie duration: 365 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


MINDTAKE RESEARCH GMBH

Cookie duration: 180 (days).

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


CINT AB

Cookie duration: 730 (days).




View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


GOOGLE ADVERTISING PRODUCTS

Cookie duration: 396 (days).

Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


GFK SE

Cookie duration: 730 (days).

Uses other forms of storage.


View details | Privacy policylaunch
Consent


REVJET

Cookie duration: 730 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


PROTECTED MEDIA LTD

Doesn't use cookies.




View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


CLINCH LABS LTD

Cookie duration: 730 (days).

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ORACLE DATA CLOUD - MOAT

Doesn't use cookies.




View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


HEARTS AND SCIENCE MÜNCHEN GMBH

Cookie duration: 60 (days).

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


AMAZON ADVERTISING

Cookie duration: 396 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


MOLOCO, INC.

Cookie duration: 730 (days).

Cookie duration resets each session. Uses other forms of storage.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


ADTRIBA GMBH

Cookie duration: 730 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


OBJECTIVE PARTNERS BV

Cookie duration: 90 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
Consent


ENSIGHTEN

Cookie duration: 1825 (days).

Cookie duration resets each session.


View details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


EBAY INC

Cookie duration: 90 (days).




View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline


METRIXLAB NEDERLAND B.V.

Cookie duration: 730 (days).

Uses other forms of storage.


View details | Privacy policylaunch
Consent


HURRA COMMUNICATIONS GMBH

Cookie duration: 366 (days).

Cookie duration resets each session.


View details | Storage details | Privacy policylaunch
ConsentLegitimate interesthelp_outline

General vendors

help_outline


GSKINNER

Privacy policylaunch
Consent


AKAMAI

Privacy policylaunch
Consent


FACEBOOK

Privacy policylaunch
Consent


AUNICA

Privacy policylaunch
Consent


BOOKING.COM

Privacy policylaunch
Consent


C3 METRICS

Privacy policylaunch
Consent


IBM

Privacy policylaunch
Consent


EVIDON

Privacy policylaunch
Consent


CUBED

Privacy policylaunch
Consent


OPTOMATON

Privacy policylaunch
Consent


INTELLIAD

Privacy policylaunch
Consent


ANALIGHTS

Privacy policylaunch
Consent


DSTILLERY

Privacy policylaunch
Consent


DMA INSTITUTE

Privacy policylaunch
Consent


ZMS

Privacy policylaunch
Consent


DENTSU AEGIS NETWORK

Privacy policylaunch
Consent


IGNITION ONE

Privacy policylaunch
Consent


OMNICOM MEDIA GROUP

Privacy policylaunch
Consent


DIGISEG

Privacy policylaunch
Consent


RESONATE

Privacy policylaunch
Consent


HAENSEL AMS

Privacy policylaunch
Consent


BDSK HANDELS GMBH & CO. KG

Privacy policylaunch
Consent


VIDEOLOGY

Privacy policylaunch
Consent


TRADEDOUBLER AB

Privacy policylaunch
Consent


TRUSTARC

Privacy policylaunch
Consent


TRUEFFECT

Privacy policylaunch
Consent


MARKETING SCIENCE CONSULTING GROUP, INC.

Privacy policylaunch
Consent


DENTSU

Privacy policylaunch
Consent


ESSENS

Privacy policylaunch
Consent


TRAVEL DATA COLLECTIVE

Privacy policylaunch
Consent


ADVOLUTION.CONTROL

Privacy policylaunch
Consent


WIDESPACE

Privacy policylaunch
Consent


LIFESTREET

Privacy policylaunch
Consent


VIMEO

Privacy policylaunch
Consent


GROUPM

Privacy policylaunch
Consent


ADMAXIM

Privacy policylaunch
Consent


BATCH MEDIA

Privacy policylaunch
Consent


VODAFONE GMBH

Privacy policylaunch
Consent


SCENESTEALER

Privacy policylaunch
Consent


NETQUEST

Privacy policylaunch
Consent


MANAGE.COM

Privacy policylaunch
Consent


CLOUDFLARE

Privacy policylaunch
Consent


HAVAS MEDIA FRANCE - DBI

Privacy policylaunch
Consent


NETFLIX

Privacy policylaunch
Consent


EBUILDERS

Privacy policylaunch
Consent


APPLOVIN CORP.

Privacy policylaunch
Consent


FRACTIONAL MEDIA

Privacy policylaunch
Consent


RACKSPACE

Privacy policylaunch
Consent


MSI-ACI

Privacy policylaunch
Consent


NAVEGG

Privacy policylaunch
Consent


ADMEDO

Privacy policylaunch
Consent


MOBITRANS

Privacy policylaunch
Consent


ADEX

Privacy policylaunch
Consent


IMPACT

Privacy policylaunch
Consent


SPOTAD

Privacy policylaunch
Consent


AARKI

Privacy policylaunch
Consent


AVOCET

Privacy policylaunch
Consent


SFR

Privacy policylaunch
Consent


CABLATO

Privacy policylaunch
Consent


WAYSTACK

Privacy policylaunch
Consent


TRESENSA

Privacy policylaunch
Consent

Accept all



Confirm choices

Close