Major Nordic publisher Aller Media has recently launched a brand new data sales model, where media agencies can purchase data on purchase intent target segments for their advertising campaigns to be used also in other media networks than Aller Media’s own.

This business model enables use of enriched target segment data for campaigns run outside the media network of the data provider. Normally user targeting has been only possible by using advertising inventory of the media company that provides the user segment data.

Aller is the first media and marketing company in Finland that opens these deep data segments to be used in marketing campaigns also in the networks of their competitors. This new open business model serves primarily media agencies that deliver online campaigns to targeted audiences. The volume of programmatic buying is expected to grow considerably in the next few years.

Aller provides enriched target segment data on Adform DMP (Data Management Platform). These enriched data segments have been built in cooperation with Leiki that provides market leading analytics and targeting solutions.

Leiki SmartSegments: creating enriched data segments for online advertising

Our key service in the creation of enriched target segments is Leiki SmartSegments. SmartSegments is a tool for online advertising managers to create audience segments for targeting campaigns. It intelligently gathers the topics each user is interested in from users’ clicks and allows online advertisers to cherry-pick the topics that they want to target each ad to and create very detailed audience segments. Simple, flexible and accurate way to get ads right where they matter!



  • Use accurate purchase intent to create detailed interest segments instead of archaic audience demographics
  • Easily segment large amounts of content, such as newspapers, video archives and community forums
  • Enjoy the flexibility of selecting just one general topic or several detailed ones to create the most optimal segment for your campaigns
  • Create new segments on the fly
  • Offer detailed segments at premium rates and avoid having to sell your ad space for a bulk rate