Under the collaboration, Umbel will now sit within Akamai’s NetAlliance Solution partner programme. Akamai customers will be able to garner insights into their audiences, including interest data, demographics and media usage information through Umbel’s audience measurement technology.

In a joint statement the companies said: “Through this alliance, publishers and media companies will have the ability to combine data from their log file and client-initiated streaming environments with social and big data sources for a consumer-level look at engagement across audio and video player environments.”