When using Digiseg data, the reach estimated in my DSP is massive. Is this normal?
Yes. Digiseg audience data has unrivaled reach. Digiseg segments 70% of all digital impressions in your market. Our reach is substantially lager than any other data provider.
Digiseg uses a selection of commercially available probabilistic geo-position vendors and compares their results. When the different geo position vendors’ results agree that an IP belongs to a specific neighborhood, we make the connection and add neighborhood characteristics to the IP. Digiseg is not trying to match IPs to exact households. Our geolocation only places the IP in a neighborhood of a minimum of 100 households.
Digiseg data is based on household characteristics which are an excellent proxy for “needs” and it can be used for a broad range of verticals. Popular verticals are Finance, Automotive, FMCG/CPG, Publishing, Insurance, Telecommunication, Gaming, and Health.