Middle East & Africa's largest cookie pool.

Reach your target market with audience segments for truly data-driven programmatic advertising.


Find our audience segments at the following Demand-Side Platforms.


500+ audience segments with demographic and behavioural data.

Middle East & North Africa

Automotive: Mercedes Modelled Intender

Travel: Business Class Traveller Modelled Intender

Real Estate: Modelled Medium Income House Intender

Nationality: Emiratis (UAE Nationals)

Nationality: Arabs

Nationality: Saudis

Parents: Mothers with Children

Income: Medium Income Millennial (10k+ Month)

Income: High Income Professional (3-10k Month)

Sub Saharan Africa

Online Shopper: Online Shopper (at least once a month)

Online Shopper: Flowers/Gifts buyers

Online Shopper: Travel ticket buyers

Style and Fashion

Sports: Rugby


New Mothers/Expecting Mothers

Generations: Generation X

Occupation: Administrative and Managerial

Looking for something specific?

Try out our real-time segment search tool.

We hear day in and day out the promise of audience targeting, when really we’re being offered remnant spaces of inventory across categories. Through the time that Effective Measure have put into genuinely segmenting their audiences, with a myriad of options – we have seen our CPA’s decrease, giving our client’s better ROI.

Matthew Wilke - Head of Programmatic Media, Neo@Ogilvy, Ogilvy & Mather South Africa

Havas supports publishers to opt-in to Effective Measure's data contribution model. It's a win-win for both publisher and client. Publishers will receive extra revenue, and clients will benefit from more targeted programmatic campaigns.

Alice Bezirard - Programmatic Manager, Affiperf Dubai, Havas Media

The Omnicom Media Group has a significant pipeline of audience buying opportunities that we can action immediately with a third party data source. Omnicom Media Group supports publishers to opt-in to Effective Measure's data co-operative... data-driven media buying represents a significant future for our advertisers.

Dimitri Metaxas - Executive Regional Director, Specialist Companies, Omnicom Media Group MENA

We spent the last couple of months successfully testing Effective Measure's data. It's quite apparent that having access to this data not only improves the targeting and return on investment, but most importantly enables us to spend a lot more on local inventory. This is a win-win for the agencies, advertiser and publishers. We encourage our partners to get involved in the next phase of emPower and see the added value to their businesses.

Ali Nehme - Managing Director, VivaKi

What can be bought programmatically, will be. This has been the operating mantra. Essentially data and programmatic methodology offers the targeting required to reach the qualified audiences. We have started testing emPower data with different segments, and are beginning to see success in relevancy with emphasis on local reach. 

TJ Lightwala - Regional Director, Head of Performance and Programmatic, Mindshare MENA

Frequently Asked Questions

How are the segments created?

We work with a network of local publishers in the emPower data co-operative to collect demographic and behavioural data through cookies and surveys.

Where can I use Effective Measure audience segments?

Effective Measure audience segments are available through our Demand-Side Platform Partners - Google DoubleClick, The TradeDesk, and MediaMath.

How much do Effective Measure audience segments cost?

Agencies pay a separate CPM rate ranging from US $0.75 to $2.50 for using our audience segments on top of the CPM price for the inventory purchased through our Demand Side Platform Partners.

Can you create custom audience segments?