Meet the Member… Admongrel

What does Admongrel do?

Our customers are broadcasters and we support them by providing real-time analytics and advertising solutions. Through our commercial arm, Admongrel, we are an end-to-end service provider for TV advertising solutions and campaign infrastructure. On the other hand, our analytics platform, mongrel.live, provides real-time viewership measurement and audience analytics for TV channels.

Beyond our core products, we have a pipeline of products in active development, including IntelTube, a real-time YouTube analytics platform; AdMaker, an AI-driven advertising platform; and Whispera, an AI-tool for metadata extraction.

What is your mission as a company?

We at Admongrel are guided by our mission to bring clarity into the chaotic world of data. We empower TV channels and digital platforms with the insights and tools they need to truly understand how their audiences behave and to turn that understanding into revenue. The broadcast industry is sitting on a wealth of untapped opportunity, and we believe that with the right data and infrastructure, broadcasters can make smarter commercial and strategic decisions and grow their business. We want to be the partner that makes that possible.

What sets you apart from the competition?

Real-time intelligence is at the core of everything we do. While much of the industry still relies on delayed or aggregated reporting, Admongrel is built around the ability to capture and report data as it happens. We shift the conversation from retrospective reporting to live decision-making, whether it’s adjusting an ad campaign mid-flight or responding to a spike in viewership at the moment.

What is the most exciting thing coming up for Admongrel?

Right now, one of the most exciting things we’re working on is platform agnostic and cross-platform measurement. We believe that platforms such as YouTube and X can and should be measured like traditional broadcast media. We are excited to tap into this opportunity by building a unified measurement framework that works across both broadcast and digital environments. Beyond television, our current audience measurement capabilities extend to YouTube and X livestreams, and we are looking to further expand our capacity in the coming years.

What is the biggest issue you think we can address together through cross-industry collaboration?

As anyone working in the industry knows, the fragmentation of viewing poses a challenge to the TV industry that no single company can solve alone. Audiences are increasingly spread across linear broadcast, streaming platforms, catch-up services, and social media, making it harder than ever to get a coherent picture of how content is actually being consumed. To answer the challenge, we are keen to work together with other companies to develop multi-platform measurement solutions to give broadcasters a unified view of audience behaviour.

What might people not know about your company?

We are integrated into eight different platforms across Europe and MENA and thus connected to approximately 35 million households. From our experience of working with a wide range of broadcasters and TV channels in different countries, we know that broadcast TV is still highly relevant. We believe that the future of viewing is hybrid, not only IP, and this means that broadcast and streaming must coexist and complement each other.