Digiseg and PubMatic launch IP-based data integration

Digiseg, an audience data company, has teamed up with PubMatic, an independent technology firm that provides a digital advertising supply chain, to launch IP-based data integration throughout Europe. PubMatic becomes the first supply-side platform (SSP) in the region to incorporate Digiseg’s household characteristics data, offering media buyers enhanced targeting solutions grounded in demographic data.

This partnership allows PubMatic clients to access Digiseg’s household-level data, which includes real-world signals. Advertisers can utilize this data to create strong targeting proxies across various verticals, such as FMCG, automotive, finance, and travel. The innovative solution is applicable across connected TV (CTV), desktop, in-app, and mobile web environments.

“This partnership with PubMatic allows us to bring our advanced audience addressability solution to a broader market, setting a new standard for privacy-first targeting in the ad tech industry,” said Andrew Furst, CCO at Digiseg. “PubMatic is the gold standard when it comes to ensuring publishers and advertisers have access to cutting edge solutions and we’re delighted to be working with the team in Europe and look forward to expanding our partnership in the future.”

“By making Digiseg’s data available through PubMatic, we are offering advertisers a robust targeting solution that bases segmentation around demographic data. This integration is a significant step forward in expanding the ways advertisers can reach their audiences effectively and ethically,” added Mark Williams, Senior Director, Audience & Commerce Solutions EMEA and US at PubMatic. “Unlike other data companies attempting to reinvent third-party cookies with deterministic data, Digiseg offers a probabilistic solution to segment audiences, and we’re delighted to be able to make this solution more accessible to advertisers across Europe.”

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