The FPC Podcast Episode 26:Q&A with Ruben Niet, Founder & CEO of digitalAudience
Nov 28, 2025
Ruben Niet, Founder and CEO of digitalAudience, shares insights on navigating the complex landscape of data collaboration in Europe. Ruben reveals how his background with Facebook shaped his understanding of publisher monetization and brand targeting. He discusses the challenges of fragmented European markets, the importance of local partnerships, and DA's growth strategy, including plans for expansion in key markets. The conversation touches on Amazon's influence and the implications of Google's antitrust trial on the data ecosystem.
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Origin Story: Facebook Demo Sparked The Idea
- Ruben Niet described his shift from probabilistic cookie targeting to deterministic CRM-based targeting after a 2014 Facebook demo.
- That insight led him to found digitalAudience to help publishers monetize data and brands target real customers.
Data Collaboration Is The New Category
- digitalAudience positions itself as Europe's leading data collaboration platform for targeting and monetization.
- They focus on combining local publisher data with global activation pipes into platforms like Google, Meta and Amazon.
Local Data, Global Activation
- Data meshing requires local relationships because data is inherently local and fragmented across markets.
- Global activation pipes matter, but scale demands local publishers, data owners and market-specific networks.