Well no, I don’t think so honestly. Currently, only a very small proportion of digital advertisements target audiences delivered through third-party data providers. Just a rough estimate based on a number of conversations. I had with digital planners this year (so these are not well thought-out research figures). Targeting is on average 20% on affinity groups, 10% on behavioral, around 20% in-market and 50% on socio-demographic factors.
How do you handle customer data sharing?
Targeting based on the focus, content and performance of the publisher is the most common. Of course, this varies greatly per advertiser, agency and market in which we operate. The data used here is usually the advertiser’s first-party data or data based on the profiles of Google or other Croatia Phone Number publishers. Also read: This is how you take the first steps towards a first-party. Purchasing for audiences based on third-party data suppliers.
The publisher data is especially central. Good for the advertiser, because the publishers will ensure that they comply with GDPR and ePrivacy legislation. They let their visitors log in, so that the necessary permission is given. Based on these login details, they know who is online. Pyramid of first party, publisher first party and privacy sandbox. Figure based on VIA task force Data & Technology 3.