The Data that Powers Digiseg Measurement

Well before GDPR was enacted, Digiseg identified the challenges that third-party tracking cookies created for marketers and their agencies. Our founder, S?ren H. Dinesen has long been a vocal critic of tracking tactics that rely on private signals, whether that’s a cookie, MAID, user ID graph, or any other industry-invented solution.

Digiseg’s goal is simple: Provide marketers and agencies with a privacy-centric approach to audience targeting and campaign measurement, one that ensures long-term compliance and won’t be outlawed because it violates consumer privacy expectations.

The Problem with Traditional Audience Targeting & Measurement

As consumer privacy concerns grow, marketers have found themselves wasting significant amounts of money targeting people who simply have no need for their products. Over the past two decades, ad spend has been inefficient, often focusing on demographics that don’t align with actual needs.

There must be a better way.

The Power of Civic Data

Digiseg’s solution is built on civic data from reliable public sources such as national censuses, tax records, and motor registries, among others.

All the data used in our measurement system is collected, vetted, validated, and made available by national statistics offices in all countries. This data provides highly nuanced insights into consumers based on their neighborhood characteristics. You can target people based on home type, savings, income, lifecycle, number of cars per household, children, education level, tech level, and more.

Our core audiences are segmented based on household characteristics derived from neighborhood statistics.

Composite Audiences

Digiseg has also pre-built a wide variety of composite audiences for brands, across industries like travel, gaming, fast-moving consumer goods, banking, real estate, insurance, and many more. These audiences are crafted from years of experience creating custom audiences for advertisers and agencies, ensuring they meet real-world campaign needs.

Benefits of Digiseg Data

1. Future-proof your advertising - First, regulators placed limits on cookie use. In response, the industry devised workarounds to continue one-to-one targeting. But as regulations evolve, these tactics are increasingly at risk of being restricted. As Digiseg’s founder, S?ren H. Dinesen, discusses in his AdMonsters article on surveillance capitalism, the only true future-proof data is that which doesn’t contain private signals.
2. Validate needs before spending on targeting - Digiseg probabilistically links digital events to neighborhoods. This allows us to validate a user’s needs and interests based on the broader characteristics of their location. For example, Digiseg won’t show ads for baby clothes to people who live in dorm rooms or ads for car parts in neighborhoods where vehicle ownership is low. This is why Digiseg’s data often outperforms third-party audience segments in terms of engagement metrics.
3. Granular, but with no personal data - Digiseg’s data is divided into neighborhoods of at least 100 households. This ensures that the data remains anonymized while still offering detailed insights, without ever compromising personal privacy.
4. One data set, All channels - With one set of data, you can target your audience across the web, mobile devices, CTV, and audio. the web, mobile devices, CTV, and audio. This same data can also be used to measure results accurately across multiple channels.
5. Data covers more than a panel - Unlike traditional panels, Digiseg’s data is vast, encompassing a much larger audience. This makes it ideal for both targeting and measuring campaigns across all channels and devices.
6. Immediate insights - With third-party data segments, it can take weeks or months to get statistically relevant insights from campaign results. Digiseg’s data provides statistically significant insights with as few as 300 to 500 impressions, enabling real-time campaign optimization. This means your campaign can be optimized in-flight within hours, driving performance and conversion.

One Dataset, Many Use Cases Digiseg’s data was developed primarily for digital advertising, but its applications go beyond that. Publishers can use it to better understand their readers, eCommerce platforms can leverage it to tailor shopping experiences, and brands can analyze customer data in their customer data platforms (CDPs) and data management platforms (DMPs).

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