
Gemius continues online audience measurement in Denmark and launches a new research method
Gemius and Danske Medier Research (DMR) have been working together since 2019. DMR is an independent company, that provides data for the Danish Online Index. On 1 January 2025, the agreement for cooperation in the measurement of internet traffic was successfully extended for the period 2025-2026, with the possibility of extending it to 2027.
The continuation of Gemius' research in the Danish market is also linked to the introduction of its proprietary solution called Joint Alternative Recognition (JAR) Flex. This solution was developed for the world without third-party party cookies, which are no longer supported by default by Safari, Microsoft Edge, Mozilla Firefox browsers and soon – Google Chrome. The new method will guarantee the continuation and high quality of gemiusAudience research. JAR Flex is a variant of JAR system, that will be used during the transition period until the manner and date of deprecation of third-party cookies in Chrome is decided. This year, the implementation of the JAR Flex solution is also planned for Estonia and the rest of the Baltic states.
We are proud to deliver tailored solutions that not only comply with the evolving privacy standards but also guarantee unparalleled research effectiveness. We have developed a truly pioneering methodology for a world without third-party cookies and successfully deployed it in Denmark, marking the start of our new contract with DMR. What's more, the solution is designed to be adaptable to local market requirements, ensuring relevance and maximum impact in each territory we serve – comments Marcin Pery, the Gemius’ CEO.
Dennis Christensen, head of Danske Media Research comments: – Danish Media Research is pleased that this agreement will future-proof Danish online measurement. In a time when tech giants' decisions can potentially negatively impact the media's ability to report accurately, it is encouraging that we have been able to create a solution that ensures both high credibility and stability in the reported data.
In addition to providing an overview of all Danish internet traffic for registered sites, the research keeps ensuring the possibility of target group and cross-site analysis, as well as app measurement. It will continue to cover all types of devices, still making it possible to look across platforms and dive into each platform individually. Furthermore, Danish Online Index will keep calculating the demographic composition of Danish internet traffic based on gemiusAudience data.
What is the JAR method invented by Gemius?
JAR is a comprehensive system developed by Gemius to solve the problem of third-party cookies being disabled by all browsers. The solution ensures the continuity of the gemiusAudience study in every market where the company operates its services. The JAR consists of two parts: Cookie Matching (cookie panel restoration) and Browsers Number (site-centric Real Users restoration). Until Google confirms the method and date for phasing out third-party cookies in Chrome, Gemius is rolling out a transitional variant of the method, JAR Flex, in all its markets one by one.
About Danske Media Research: DMR is dedicated to conducting, offering, and supporting measurement initiatives and developing comprehensive documentation to evaluate the value and impact of media content, including advertising, trading, and related commercial activities. We strive to advance insights that support the media industry while engaging in supplementary commercial activities that align with this mission.
About Gemius: Gemius is an international research and technology company, specializing in digital and cross-media audience measurement, as well as advanced marketing solutions. Its product portfolio is used by marketers, publishers, media agencies, and Joint Industry Committees across Europe. The company's mission is to create a more transparent and fair environment for all media parties by delivering reliable data across any devices and walled garden ecosystems. Read more at: www.gemius.com.