Saptharushi has launched the Open Network Audience Marketplace (ONAM), a platform designed to help advertisers reach curated audience segments while allowing publishers to monetise their audiences without sharing their underlying data.
Gowthaman Ragothaman, founder and CEO of Saptharushi, announced the launch in a LinkedIn post on the occasion of Vijayadasami. The platform aims to provide advertisers with access to privacy-compliant audience cohorts across news, retail, sports, entertainment and music.
In the post, he explained that ONAM is powered by Saptharushi’s patented Atom Engine and runs on the Atom Protocol, which comprises three components: Neutron, which converts fragmented signals into addressable audiences; Proton, which curates and activates audiences across platforms without pooling or copying data; and Electron, which focuses on valuing consumer attention and renewing consent.
The platform aims to give advertisers access to fresh, consented, and clearly defined audiences across premium inventory, while enabling publishers to retain their data within their own cloud environments. The initial rollout covers the news segment, with the Digital News Publishers Association (DNPA) and ONAM’s founding publishers participating in the launch. The platform is live on advertising technology company PubMatic. Retail is also included in its initial focus, while sports, music and entertainment are planned for subsequent expansion.
With ONAM, Saptharushi aims to establish a marketplace centred on audience reach, identity and attention, with privacy-compliant targeting and publisher control over audience data at its core.
