Saptharushi launches ONAM, privacy-first audience marketplace for news publishers
Saptharushi launches ONAM, privacy-first audience marketplace for news publishers
Publish Date: 2026-05-21 04:29:00
Source Domain: www.storyboard18.com
Singapore-headquartered Saptharushi has launched the Open Network Audience Marketplace (ONAM), a federated audience marketplace built for members of the Digital News Publishers Association (DNPA). The platform positions itself as an alternative to the dominance of large technology platforms in digital advertising by giving publishers direct ownership of their audience data and revenue streams.
Saptharushi said ONAM has been designed as a “privacy-first” infrastructure that allows participating publishers to collaborate on audience targeting while ensuring that user data remains within each publisher’s own environment. The company said the model is intended to create scale for publishers without requiring them to surrender control over proprietary audience insights.
The launch comes at a time when digital publishers are grappling with declining third-party cookie support, tightening data privacy regulations and growing dependence on major advertising ecosystems controlled by global technology companies.
According to the company, ONAM is built on four key principles: cooperative scale through shared infrastructure, publisher sovereignty over data, privacy-led architecture aligned with India’s Digital Personal Data Protection Act (DPDPA), and collective intelligence powered by federated audience signals.
Saptharushi said the first live advertising campaigns on the platform are expected to begin within the next 100 days as the company starts onboarding publishers and data partners.
The DNPA, which represents the digital arms of several of the country’s leading news organisations, has increasingly advocated for stronger monetisation frameworks and fairer economics for publishers in the digital ecosystem. ONAM’s launch signals an effort to build a publisher-led advertising and audience infrastructure at scale.
Saptharushi operates across India and the UAE, with its proprietary Atom decentralised federated data clean room technology patented in both Singapore and…
