Digiseg, a leading audience data company, and PubMatic have announced the introduction of an IP-based data integration across Europe.

This partnership marks a significant development for media buyers, as PubMatic becomes the first supply-side platform (SSP) in the region to integrate Digiseg’s household-level demographic data, allowing for enhanced targeting capabilities.

The collaboration will allow PubMatic clients access to Digiseg’s unique data set, which includes real-world household characteristics.

This data is designed to offer advertisers reliable targeting proxies tailored to various industry verticals, such as FMCG, automotive, finance, and travel. The newly available solution spans 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, Chief Commercial Officer 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. We 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.”