Group Nine Launches New First-Party Data Solution “IN-GeNuity”

IN-GeNuity Leverages Consumer Engagement and Content Consumption Habits to Drive Success for Advertising Partners Including Casper, Discovery and Freshly, Among Others
Company Release
June 2, 2021

NEW YORK – (June 2, 2021) – Group Nine Media, the no. 1 video publisher on mobile in the U.S., announced today “IN-GeNuity,” its new, first-party data solution in response to the disappearance of the third-party cookie. “IN-GeNuity” (Insights from Group Nine) leverages Group Nine’s portfolio of media brands across an array of consumer passion points, massive scale of nearly 7 billion monthly video views and unparalleled audience reach to create custom segments of highly-engaged consumers to drive more efficient and better targeted campaigns for advertising partners.

“We strongly believe that content preference and engagement are two of the strongest signals for a person’s propensity to purchase,” said Ashish Patel, Chief Insights Officer at Group Nine. “With our portfolio approach, and massive audience reach and consumption scale, our brands cover a wide range of passion points and industry verticals. This uniquely positions us to have the best understanding for what consumers prefer. IN-GeNuity uses engagement depth as its primary filter allowing us to reach an audience which is most likely to convert — ultimately driving further ad spend efficiency for our partners.”

In late 2020, Group Nine launched G9 Direct, its performance marketing solution for DTC and direct response-focused brand partners. G9 Direct leverages consumers’ brand affinities for the five Group Nine brands (The Dodo, NowThis, POPSUGAR, Thrillist and Seeker) and the digital media company’s massive trove of first-party data, coupled with scroll-stopping social media creative from its branded content studio, Brandshop. All G9 Direct campaigns will tap Group Nine’s new IN-GeNuity data solution. Some of the first DTC advertisers to work with G9 Direct are Freshly, Casper, discovery+, Fi and by Humankind, who have seen massive success to date.

“Group Nine was a valued partner during the launch of discovery+ and an integral part of our digital marketing plan,” said Seth Goren, Group Senior Vice President, Global Subscriber Acquisition at Discovery, Inc. "Group Nine has also been valuable in bringing new audiences to discovery+."

About Group Nine Media:
Group Nine has the most optimistic, fast moving, deeply connected brands in the categories that matter NOW. As the #1 video publisher on mobile in the U.S. [Nielsen DCR, June 2020], Group Nine’s brands are built for the platforms where young people spend the majority of their time. We reach over 80% of Americans in their 20s every month [Nielsen DCR, June 2020]. Audiences spend over 90 million hours a month engaging with our category-defining brands [platform analytics, August 2020] - NowThis, the no. 1 most-watched news brand globally on social [Tubular Labs, January 2021]; The Dodo, the no. 1 animal brand globally on social [Tubular, January 2021]; POPSUGAR, the no. 1 most engaged-with Women’s Lifestyle site globally [Comscore, September 2020]; Thrillist, the no. 1 food, drink and travel brand for Gen Z and Millennials [Comscore Media Matrix & Plan Metrix, Q3 2020]; and Seeker, the no. 1 science brand on mobile in the U.S. [Nielsen DCR, April 2020]. Group Nine has been recognized with hundreds of prestigious awards including Oscars, Edward R. Murrow, James Beard, Cannes Lions, Critic’s Choice, among others.



Pierce White

Group Nine Media

(646) 561-3345

(646) 561-3345

(646) 561-3345


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