Case Study: Group Nine Media achieves a 360-degree view of digital audiences with Alida

Group Nine Captures a 360-Degree View of Digital Audiences

Group Nine Media, the digital publisher behind Thrillist, The Dodo, NowThis, POPSUGAR and Seeker, reaches roughly 145 million people monthly—70% of whom are millennials and Gen Z—but struggled to capture a true 360-degree view of audiences across more than 40 distribution channels. Fragmented platform metrics, privacy restrictions, and rapidly shifting consumer habits made it hard to get consistent insights, so Group Nine partnered with Alida to centralize and systematize ongoing audience research.

Working with Alida, Group Nine built two customer insight communities—Laboratory Nine and POPSUGAR Bright-Siders—and strengthened data collection with platform partners to gain consistent cross-channel metrics. The communities now total 12,000 panel members, feed monthly “top nine” insights to commercial partners, and enabled more targeted content and distribution strategies (e.g., tailoring coverage on travel, local dining, and virtual fitness). With Alida’s support, Group Nine achieved more reliable audience measurement, deeper customer feedback loops, and stronger marketing partnerships.

Group Nine Media

Bobby Lacivita

VP, Research & Measurement