But there was a problem
Nearly all targeting was based on cookies and personal data, and consumers began complaining. The EU listened to those complaints and responded by enacting GDPR. In the process, they upended the third-party behavioral data market. The industry has been scrambling for ways to allow marketers to continue using third-party data without running afoul of regulators. For instance, they’ve created systems that hash personal data so that it is fully anonymized. But for many legal departments within brands, this approach isn’t enough. In fact, cookie use, in general, makes them uneasy. Lawyers for brands now pore over contracts, delaying the launch of campaigns and making the process far more onerous. The writing is on the wall: the digital advertising ecosystem needs to find an alternative to third-party data for marketing initiatives. This is where public data comes in.
What is Public Data?Digiseg Audience Data is Built on Public Data
Long before GDPR was drafted, Digiseg set out to craft audiences based on public data for a very good reason: we wanted to offer marketers data options that allowed them to reach more of their target audiences based on stable and reliable criteria.
We saw the limitations of third-party data and realized marketers needed more options. Third-party data — based on clicks, site visitors and interactions — only reaches 20% of the population, and it’s very unstable. If a person clicks on an auto ad, is it safe to assume he or she is still in the market for a new car three weeks (or even three days) later?
Marketers never had real transparency into how and why consumers are classified, and that was a problem we wanted to address. Additionally, marketers can use our data in conjunction with their own first-party data to get a better understanding of who their audiences are, develop more relevant messaging and to target more accurately.
|Public Data (Digiseg Audience Data)||Third-Party Data|
|Covers 100% of the population||Covers less than 20% of the population|
|Segmentation based on stable characteristics: Number of children, household income, education levels, etc.||Segmentation based on clicks, site visits, interactions|
|High level of stability||Highly unstable|
|62.5% viewable||50% viewable|
|0.60% CTR||.09% CTR|