Digiseg

MGID and Digiseg Launch Privacy-Focused Native Ad Targeting

MGID, a Ukrainian native-advertising technology provider, has partnered with Danish data provider Digiseg to broaden targeting options for native ads. The collaboration enables advertisers to use cohorted household data for audience segmentation without cookies, personal data, or other tracking methods. Digiseg models audiences from public sources such as national statistics offices, vehicle registries, and building or residency registers to enable privacy-preserving targeting across digital environments. Andrew Furst, Chief Commercial Officer at Digiseg, emphasizes a shared focus on privacy and performance as the partnership’s foundation. MGID’s Vice President of Product, Oleksii Borysov, notes that integrating Digiseg technology will help advertisers reach target groups in environments where traditional identifiers no longer work. The integration is set to roll out in several European markets—including Germany, Greece, and Turkey—as well as the United States and India.

MGID and Digiseg Launch Privacy-First Targeting Partnership

MGID announced a partnership with Digiseg to embed privacy-first, household-based targeting into MGID’s platform, enabling advertisers to activate Digiseg’s audience segments across MGID’s native inventory in the US, India, and multiple European markets including Germany, Greece, Poland, Turkey, and Ukraine. The integration targets real-world household characteristics without cookies, personal data, or tracking, helping advertisers navigate stricter privacy regulations and reduced identifiers. Digiseg’s cohort-based data works across devices, browsers, and environments—even signal-poor contexts like iOS, Safari, CTV, and audio—across MGID’s inventory. The collaboration expands reach while maintaining privacy and brand safety, with executives describing the partnership as enabling privacy-first targeting at scale on native supply. Andrew Furst, Chief Commercial Officer at Digiseg, and Oleksii Borysov, Vice President of Product at MGID, emphasize alignment with privacy-first innovation and the ability to reach audiences where traditional identifiers may be ineffective.

PubMatic Boosts Targeting with Digiseg's Household Data

PubMatic is enriching its sell-side platform with Digiseg's European household-level demographic audiences, enabling targeted campaigns across Connected TV, Desktop, In-App, and Mobile Web without using personal data. Digiseg uses civil data sources and probabilistic IP-derived mapping to associate household characteristics with IP addresses, clustering 100–500 households per geolocated IP. Digiseg, founded in 2015, has about 10 employees across 50 markets, while PubMatic, founded in 2006, employs over 670 people across 16 locations. PubMatic began shifting targeting intelligence toward publishers around 2020, and now offers Sell-Side-Targeting to strengthen publisher access to inventory. The collaboration is set against a backdrop of other players offering curation-like targets (Xandr/Microsoft, Magnite, Equativ) and PubMatic partnerships with Emetriq and Adsquare. Ekkehardt Schlottbohm (PubMatic, Regional VP Northern Europe) and Andrew Furst (Digiseg, CCO) provide commentary on the approach and cookie-independence.