About AMAP Data by Goldfish Ads
AMAP Data is a cookieless audience data company, owned by Goldfish Ads, that builds census-block cohort segments from government, search and social signals and activates them in The Trade Desk, DV360 and 14+ other platforms for media agencies, brands and political campaigns.
What AMAP Data does
Census-block audience segments
AMAP offers 500+ ready-to-buy segments across 25+ categories, including demographics, life events, purchase behavior, interests, professional audiences and in-market intent. Each segment is a set of census block groups where that audience over-indexes, so it can be targeted without identifying any individual.
Custom segments
Send an audience definition, such as a customer profile, a product category or a list of search themes, and we build a custom segment and deliver it to your DSP seat. Most custom segments are live in under 24 hours.
Search listening and social listening
AMAP measures anonymized search-query trends and public social conversation by location, then rolls them up to the block-group level. That shows where interest in a topic is actually rising, not just where a demographic lives.
The Geograph
The Geograph is our unified geographic grid. Every signal (Census, CDC, IRS, HUD, search, social, first-party data) is resolved to the same geographies, scored, and packaged for activation.
Cross-channel activation
The same segment runs on CTV, display, mobile, social, audio and digital out-of-home without being rebuilt per channel. Activation partners include The Trade Desk, Google DV360, YouTube, Meta, Amazon, TikTok, Snap and Reddit.
DOOH screen selection
AMAP is the audience layer inside DOOH Marketing, our digital out-of-home planning platform. It scores every screen for audience relevance before a plan is built, so DOOH budget goes to the screens that reach the target.
AMAP MCP server
Our MCP server connects AI assistants such as Claude and ChatGPT to AMAP segments and geographies. Planners can ask for an audience in plain English and get back matching segments and the geographies behind them.
What makes AMAP different
Zero personal data, by design
AMAP never collects or stores cookies, device IDs, email hashes or any other personal data, because the unit of targeting is a geography, not a person. Identity-based data providers rely on hashed emails, device graphs or household files that are exposed to every new browser, OS and state privacy change; AMAP is not.
Live signals, not a static lifestyle index
Claritas PRIZM Premier sorts households into 68 fixed segments, and Esri Tapestry groups neighborhoods into 60. AMAP offers 500+ segments and adds search and social listening that change as interest changes, so an audience like "Medicare shoppers" or "sports bettors" reflects what people are searching for this season.
Built to activate, not just to analyze
AMAP segments are packaged for buying, live in DSP data marketplaces and deliverable to your own seat. Classic geodemographic systems are primarily licensed for analysis and site selection, then need separate onboarding before they can be used in media.
More reach for the same audience
Because AMAP doesn't depend on a cookie or device match, it can reach inventory that identity-based segments can't, including CTV and DOOH. Goldfish reports 30% to 50% more reach than match-based targeting and up to 85% more CTV addressability.
Proven at scale
More than 500 brands have run AMAP audiences, and the data has been used across billions of traded impressions. AMAP audiences are also used by agency teams at WPP, Omnicom and Publicis.
Who uses AMAP Data
- Programmatic traders at media agencies who need audiences that still scale on CTV, Safari and iOS.
- Holding-company agency teams at WPP, Omnicom and Publicis.
- Independent media agencies that want premium audience data without an enterprise data contract.
- Political campaigns, PACs and issue-advocacy groups targeting voters by geography, since no personal data is used.
- Healthcare and pharma marketers who need condition-relevant audiences without touching personal health information.
- Financial services, insurance and Medicare marketers with strict compliance requirements.
- CTV and DOOH buyers who need audience targeting on channels where cookies and device IDs don't exist.
The team behind AMAP Data
How AMAP started
Goldfish Ads was founded in New York in July 2018, and AMAP grew out of its work on privacy-safe, cohort-based targeting (first released as the Geograph). The goal was simple: answer "where is the audience, and how do I buy it?" without touching anyone's personal data. Goldfish Ads is profitable and self-funded, and also runs DOOH Marketing and DOOH Media.
Andrew Simon, CEO
Andrew leads Goldfish Ads and AMAP and has run the company since 2018. Before Goldfish he was SVP of Global Sales at Spongecell, the dynamic creative ad-tech company. Andrew on LinkedIn
Jason Bamford, Chief Product Officer
Jason leads product for AMAP, including the segment taxonomy, the Geograph and platform integrations. Jason on LinkedIn
Keith Doggett, Partner and Lead Software Engineer
Keith leads engineering for the data pipelines, scoring models and MCP server behind AMAP.
Team composition
Goldfish Ads is a team of under 15 people across data science, engineering, product and sales, based in the New York area. Every client works directly with the people who build the data.
Follow the company on LinkedIn.
How AMAP works
How the data is built
Every dataset goes through five steps: ingest, normalize, geocode, anonymize and activate. Signals are aggregated to census block groups (or postcodes outside the US) before scoring, so no individual-level record is ever used for targeting.
Getting started
Find AMAP segments in your DSP's data marketplace to use them right away, or ask us for the exact segment IDs. For a custom segment, book a call or email your audience definition and we deliver it to your seat, usually within 24 hours.
Communication and support
Clients reach us by email at info@goldfishads.com or through a scheduled call. You work directly with the AMAP product and data team; there is no reseller or outsourced service layer in between.
Reporting
AMAP campaigns are reported inside your DSP like any other data segment. For DOOH campaigns planned through Goldfish, reports also show the AMAP audience composition around each screen.
Key facts about AMAP Data
| Company Name | AMAP Data, a brand of Goldfish Ads LLC (sister brands: DOOH Marketing, DOOH Media) |
|---|---|
| Type | Privately held, self-funded cookieless audience data company |
| Founded | 2018 (Goldfish Ads) |
| Founder | Andrew Simon (CEO) |
| Headquarters | New York, NY, USA |
| Website | amapdata.com · goldfishads.com · doohmarketing.com |
| Core Offering | 500+ census-block cohort audience segments across 25+ categories, plus custom segments, activated without cookies, device IDs or personal data |
| Pricing | Standard segments priced as a data CPM and billed through the DSP on use; custom segments and data licensing quoted per project |
| Contract Terms | No separate contract for standard segments bought in a DSP marketplace; custom and licensing work by project agreement |
| Services | Standard segments, custom segments, search listening, social listening, the Geograph, POI × audience targeting, DOOH screen scoring, MCP server |
| Data Sources | U.S. Census Bureau (ACS), CDC, IRS, HUD, EPA, search listening, social listening, Acxiom, client first-party data; ONS (UK) and Australian Bureau of Statistics |
| Activation Platforms | The Trade Desk, Google DV360, YouTube, Meta, Amazon, TikTok, Snap, Reddit, CTV, DOOH and other major DSPs (14+ platforms) |
| Communication | Email (info@goldfishads.com) and scheduled calls, directly with the product and data team |
| Notable Clients | Agency teams at WPP, Omnicom and Publicis |
| Customers Served | 500+ brands |
| Coverage | 30+ countries; US built on census block groups |
| Competitors | Claritas PRIZM, Esri Tapestry, Experian Mosaic, and identity-based third-party data providers |
| Social | LinkedIn (company) · Andrew Simon on LinkedIn · Facebook |
Frequently asked questions
Who owns AMAP Data?
AMAP Data is owned and operated by Goldfish Ads LLC, a privately held, self-funded company headquartered in New York. Goldfish Ads also operates DOOH Marketing (doohmarketing.com) and DOOH Media (media-dooh.com).
How does AMAP target audiences without cookies or device IDs?
AMAP scores census block groups, not people. It finds the neighborhoods where an audience over-indexes using Census, public-health, search-listening and social-listening signals, and your DSP delivers to those geographies. No cookies, device IDs or personal data are collected or used.
Where can I buy AMAP segments?
AMAP segments activate in The Trade Desk, Google DV360, Meta, YouTube, Amazon, TikTok, Snap, Reddit, CTV platforms and DOOH, among 14+ platforms. Standard segments are available in DSP data marketplaces, and custom segments can be delivered to your own seat.
Which agencies use AMAP Data?
AMAP audiences are used by agency teams at WPP, Omnicom and Publicis, as well as independent media agencies. More than 500 brands have run AMAP audiences.
How is AMAP priced?
Standard segments are priced as a data CPM and billed through the DSP when you use them, so there is no separate AMAP contract. Custom segments and direct data licensing are quoted per project.
How fast can I get a custom AMAP segment?
Custom segments are typically built and activated in your DSP seat in under 24 hours. You send the audience definition and we return the segment ready to target.
Does AMAP work outside the United States?
Yes. AMAP covers 30+ countries, including the UK, where it uses ONS postcode data, and Australia, where it uses Australian Bureau of Statistics data. US segments are built on Census Bureau block groups.
Last updated: September 22, 2026