SherlockAI and Passion+ Media are entering into a strategic data and technology partnership to launch a suite of private marketplaces (PMPs) that enrich passion-led inventory with observed real-world behavior. By combining SherlockAI's OMNIA Knowledge Graph with Passion+ Media's digital content consumption data, this partnership enables advertisers to achieve higher match rates and deeper audience signals when targeting high-value audiences.

SherlockAI’s OMNIA Knowledge Graph is a proprietary knowledge graph that simplifies traditional tech complexities to provide holistic insights powered by over 40 synthesized datasets. With OMNIA, fragmented data is unified and processed to triangulate the behaviors, actions, and environments of each audience without relying on probabilistic guessing. 

SherlockAI's OMNIA Knowledge Graph already informs consumer strategy at some of the world's largest consumer packaged goods (CPG) and retail brands across North America, Europe, and Asia, and this partnership brings that same real-world understanding to programmatic media for the first time.

Passion+ Media believes that passion drives behavior, and their mission to connect brands with high-value audiences programmatically across every screen. By building integrated PMPs around passions like sports and music, Passion+ Media enables brands to reach real fans at their most engaged moments. 

Together, SherlockAI and Passion+ Media are launching the following passion-led PMPs this summer, including: 

• US Soccer

• F1

• Tennis

• Hip hop fans

• Luxury Shoppers

• Pet owners

Voices from the Partnership

“Passions live in the real world, not just on screens. SherlockAI sees that connection- between what people follow, where they go, what they buy and how they show up as fans. Partnering with Passion+ Media puts that intelligence into deals media buyers are already using - no new workflow, just dramatically better signal.”

Puru Botla, CEO and Cofounder, SherlockAI (Infinite Analytics)

“The ability to create audiences is increasing exponentially due to the recent advances in technology. By integrating Sherlock AI’s mobility data into our media marketplaces, Passion+ is dramatically improving the ability for marketers and agencies to connect with their audiences when they come out of the data labs and need to be found in the real world. In the end, it’s all about real people and their Passions. It’s about what makes them move."

Steve Forcione, CEO and Founder, Passion+ Media (Amrak Solutions)

The Summer of Soccer PMP

The partnership between SherlockAI and Passion+ Media kicks off with the Summer of Soccer PMP, a joint inaugural offering focusing on reaching a growing and diverse soccer audience across the US, Mexico, and Canada. 

Available exclusively on Magnite, the Summer of Soccer PMP is ready to activate in under 48 hours and designed to get smarter after each World Cup match as fans engage with the tournament in real life. Advertisers using this PMP get a fully integrated deal that compounds data across three distinct phases: 

1. Group Stage PMP (Live Now): A curated base of premium soccer inventory across the Open Web and CTV, augmented with resonant domains outside standard soccer segments. 

2. Knock Out Round Smart Layer (June 28 - July 3): SherlockAI’s mobility and purchase data of verified soccer fans enriches the deal. 

3. Continuous Optimization (Final Stages & Beyond): Real-world fan behaviors are layered in, alongside stadium attendance, fan zone foot traffic, and grassroots amateur soccer activities. 

Learn more about The Summer of Soccer PMP

Built for the Modern Buyer

• Transparent Cost: All fees, including data, tech, and audience enrichment layers, are bundled into a single CPM. 

• Year-Round Relevance: Data doesn’t expire when the summer ends, allowing brands to continuously reach highly verified audiences long after the final whistle. 

• Privacy-Safe by Design: Fully GDPR and CCPA compliant with zero personally identifiable information (PII) in the matching process. 

Ready to Activate: Advertisers can access the Summer of Soccer PMP directly through their own DSP via Magnite or by contacting the Passion+ team at [email protected].

For more information or to request custom targeting—including specific geographies, shopper behaviors, or contextual signals—contact: [email protected]