Passion+ Media Partners with Infinite Analytics to Launch Next-Gen PMPs Combining Digital Passions with Real-World Movement Data

Passion+ Media has announced a strategic data and technology partnership with Infinite Analytics to launch a groundbreaking suite of Private Marketplaces (PMPs) enriched with real-world movement data.

Together our new PMPs enable advertisers to achieve over 80% match rates when targeting high value audiences through single, integrated passion-led deals which combine digital content consumption with verified, real-world movement and purchasing behavior data.

Passion+ Media believes passions drive behavior. Their mission is to connect brands with high-value audiences programmatically across every screen using single, integrated PMPs built around passions like sports and music, Brands can reach real fans with resonant content when they are paying attention.

Infinite Analytics' SherlockAI OMNIA Knowledge Graph unlocks real-world movement and purchasing data which, in combination with exclusive digital content, delivers stronger targeting signals and makes it easy for advertisers of all sizes to buy high-performance passion-led PMPs.

Passions enriched with SherlockAI data launching this summer include:

• US Soccer
• F1
• Tennis
• Hip Hop Fans
• Luxury Shoppers
• Pet Owners

Voices from the Partnership

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

"The ability to create audiences is increasing exponentially due to the recent advances in technology. By integrating SherlockAI'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."

Puru Botla, CEO and Founder of Infinite Analytics:

"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."

Live Now: The Summer of Soccer PMP

To kick off the partnership, the joint inaugural offering focuses on reaching the growing and diverse soccer audience across the US, Mexico, and Canada. Read more about the Summer of Soccer PMP.

Available exclusively on Magnite and ready to activate in under 48 hours, this PMP is designed to get smarter after every World Cup match as increasingly large numbers of fans engage with the tournament in real life. It offers advertisers a fully integrated deal ID that compounds data across three distinct phases:

• Group Stage PMP (Live Now): Curated base of premium soccer inventory across the Open Web and CTV, augmented with resonant domains outside standard soccer segments.
• Knock Out Round Smart Layer (June 28–July 3): Sherlock's mobility and purchase data of verified soccer fans enriches the deal.
• Continuous Optimization (Final Stages & Beyond): Real-world fan behavior layered in, adding stadium attendance, fan zone foot traffic, and grassroots amateur soccer activity.

Built for the Modern Media Buyer

• Transparent Cost: All data costs, tech fees, 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 these highly verified audiences long after the final whistle.
• Privacy-Safe by Design: Fully CCPA compliant with zero PII in the matching process.

Advertisers can access the Summer of Soccer PMP directly through their own DSP via Magnite or by contacting the Passion+ team.

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