Northern & Shell’s Audience Platform Wins Big During Award Season Proving The Power of Wayin Integration

Francesca Heath News


Last year, after months of invested time Northern & Shell launched their Audience Platform, a way to bring transparency and trust to audience trading. The platform is comScore verified, integrated with Touchpoints, totally open and measurably more effective.

The Audience Platform is built up by using a combination of technology and data platforms; Lotame is the DMP, Amazon Redshift as a Data Warehouse, Emarsys as a Cloud Marketing Platform, Gigya for User Registration and Wayin as the campaign platform. The publishing group create over 1000 campaigns a year on the Wayin platform, collecting over 2 million entries a year and a huge amount of data from each one, all of which feed into the company’s Audience Platform. So we were really excited to hear that Northern & Shell had won not one, but two awards for the Audience Platform.

First up was The Drum: Digital Trading Awards 2017 which recognizes and highlights the best examples of digital trading in practice. Awarding those who can actively show that what they do, day in and day out, works for their clients and themselves, a perfect fit it seems as Northern & Shell were awarded the crown for ‘Best Publishing Innovation’.


Up next, another Drum award but this time for the Online Media Awards, identifying the most clever, boldest and most original purveyors of news and views from around the world. Here the audience platform scooped the award for ‘Best Use of Data for Commercial Gain’ reiterating the importance that the company see’s in data collection and using it correctly to engage their audiences.


We are for thrilled for Northern & Shell and their recent wins and we hope to continue being one of the platforms they integrate into the Audience Platform. “Wayin is an integral part of the N&S Audience Platform. The ability to create a variety of engaging and creative campaigns for our users whilst also collecting invaluable customer data makes it a perfect fit for our business”, says Paul Calver, Head of Data and CRM at Northern & Shell.

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