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Digiseg WhitePaper: Optimising First-Party Data for Publishers and Advertisers Study

Feb 28,2024
Amy Mazzola

This study, conducted by Digiseg and AdExchanger, analyses how top publishers are using first-party data to improve addressability and privacy – and drive more advertising revenue and campaign success. The study establishes benchmarks for first-party data addressability, scalability, and privacy issues. Also included is the value of tracked and untracked data solutions, the use of granular neighbourhood and household-level audience data, and other key opportunities related to these issues.

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