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Fusify × Membrana Media: A Unified Ecosystem for Advertisers and Publishers
Fusify and Membrana Media operate as a unified advertising system that gives brands direct access to a publisher network and transparent campaign analytics, while generating additional advertising revenue for publishers.
US programmatic ad revenue reached $162.4 billion in 2025. According to IAB/PwC, the display segment alone grew 20.5% year over year.
Programmatic is growing at a remarkable pace, and automation is what lets it connect brands with thousands of websites in an instant. But behind that speed sits a long chain of intermediaries: buying even a single impression can involve several platforms, each taking its own fee. The longer the path to the publisher, the harder it becomes to control how viewable a banner really is and to understand where every dollar actually goes.
Fusify and Membrana Media bring the two sides of programmatic advertising together within a single infrastructure. Membrana Media integrates ad formats into publishers’ websites and helps them monetize their content. Fusify plans and manages campaigns for brands and agencies. Our team identifies target audiences, develops ad creatives, and analyzes campaign performance. In this article, we explain how the two platforms work together and what this means for advertisers.
Membrana Media on the publisher side
Membrana Media is an international AdTech company that develops monetization solutions for online media. Within the advertising ecosystem, it serves as a platform for the automated sale of ad impressions. The company operates in 17 markets and works with more than 900 publishers, including CNN Brasil and Metrópoles in Brazil, OBOZ.ua in Ukraine, Sözcü in Türkiye, La Razón in Spain, and Sunday World in South Africa.
Membrana develops its own premium ad formats, integrates them on publishers’ sites, and provides technical support. Its team sets up video and display monetization, produces video content for newsrooms, and rolls out its proprietary rewarded format, AdWall.
In 2023, the company became a Google Certified Publishing Partner, a status that confirms its expertise in Google’s advertising solutions and in working with publishers. In September 2026, Membrana also became a Google Authorized Buyer, which significantly expanded its capabilities within Google’s advertising ecosystem.
Fusify on the advertiser side
Within its shared advertising system with Membrana Media, Fusify provides advertisers with technology tools and campaign management support. In Ukraine, Brazil, and Turkey, Fusify helps brands and agencies access ad inventory across Membrana Media’s publisher network for their campaigns.
The diagram below shows how our shared advertising infrastructure with Membrana Media works and what each company is responsible for.
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Here is what we can do:
- Find the right audience. In Fusify DMP, we combine ready-made segments with custom ones built for a brand’s specific goals. We also work with DMP partners whose data extends our audience targeting capabilities.
- Tailor ads to campaign goals. We offer a wide range of video and banner formats, as well as our own interactive Rich Media.
- Launch and control placements. We set up buying, budgets, and frequency capping, and compare performance across sites and creatives. Our Smart Impressions technology helps improve banner viewability and keeps it above 80%.
- Measure what happens after the ad is seen. Fusify Pixel records configured on-site events, such as leads and purchases. Post-click and post-view attribution accounts for conversions that follow both a click on the ad and a view without a click. This lets advertisers see what happens after an impression and connect ad exposure to users’ subsequent actions.
- Bring interested shoppers back. Based on on-site behavior, we build remarketing audiences. For online stores, dynamic retargeting shows visitors the exact products they have already viewed.
Fusify selects the target audience, ad format, and campaign settings based on the available placements. Membrana Media ensures that the ad formats run properly on publishers’ websites. The teams agree on the media plan and creative requirements together, taking each site’s technical capabilities into account.
What this means in practice
Advertisers need to reach potential customers, while publishers need revenue to fund their editorial work. Both depend on readers’ attention and trust.
The shared Membrana Media and Fusify ecosystem is designed to align the needs of advertisers, publishers, and readers, making the exchange valuable for each.
- Publishers gain additional advertising demand and control. Fusify brings campaigns from brands and agencies directly into Membrana’s network. Greater competition for ad impressions creates more opportunities for monetization.
- Advertisers gain direct access to more than 900 vetted publishers. They benefit from guaranteed high viewability, attention-grabbing creative, and transparent attribution of the results of their ad spend.
- Readers get an alternative to paid subscriptions. AdWall shows how responsibilities are divided between the two companies. Membrana Media develops the format and integrates it into publishers’ websites. We offer it to advertisers as part of their campaigns and prepare and manage the placements. Readers agree to watch an ad to access the rest of an article. The publisher earns revenue from the ad impression, while the brand gets an opportunity to present its offer to someone who has consciously chosen to watch. We explore the format’s mechanics and campaign results in “AdWall: When Readers Want to Watch Your Ad.”
Conclusion
Programmatic advertising has moved beyond buying millions of impressions without understanding their actual viewability or business impact. Advertisers increasingly prioritize the quality of audience engagement and transparency in media buying. Fusify and Membrana Media’s direct integration offers an alternative to traditional networks with multiple intermediaries, delivering higher ROI and more predictable results.
Talk to the Fusify team about your goals. We will develop a tailored solution for your objectives and budget.
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