How we build our audience data
Digiseg has found a solution to match digital devices with offline neighborhood and business information – at scale and free of cookies and personal data.
The offline data comes from the national statistics offices and other public sources that deliver neighborhood characteristics. No individuals are recognizable in the audience data. Neighborhood size range from 100 to 500 households. In other words; small enough to differentiate the population into meaningful and explanatory audience segments, yet big enough to secure the discretion criteria of individuals set out by National Statistical Offices.
Linking Household Characteristics to Online Data
Digiseg uses geo-position and knowledge of the physical infrastructure of the internet to link digital events to neighborhood characteristics.
Dividing the Internet into Private, On the Move and Business
In the process of segmenting the internet Digiseg divide all internet usage and all ad impressions into: Private, One the Move and Business usage. We do this to avoid adding private audiences to for example business internet users and vise versa. It would not be correct to say IKEA or BMW has “2 or more cars”. They probably have a lot of cars but the audience “2 or more cars” is a private audience that should only contain private internet usage. Likewise, it would be unfortunate to add private audience data to cellular internet traffic on the move. If a user travels through a less affluent area then would seem poor. The next moment hen would be rich and receive adds accordingly.
Core Audiences with endless possibilities
Digiseg’s Core Audiences is the result of this process and give precise estimates of household characteristics based on neighborhood. Digiseg’s Composite Audiences mix the Core Audiences to form a collection of audience possibilities. We have built the Composite Audiences based on requests from digital planers in Europe and USA. With endless combinations available we can create almost any audiences that a digital marketer may request.