Tested and found to be good: In May, the advertising marketer Goldbach subjected its Online targeting offering to validation. The result: Predictions about demographic characteristics of the users, such as gender or age groups, are up to 90% correct. For advertisers, this confirms that their advertising campaigns with demographic audience targeting are delivered safely and with pinpoint accuracy.

Thanks to the collection and use of First-Party Data from its own networks (20 Minuten, Tages-Anzeiger, SMG, etc.), Goldbach has the opportunity to create innovative Data targeting products and precise forecasting models. This allows advertisers to book campaigns including audience targeting, such as car enthusiasts or users in a specific age group. The forecasting models make it possible to predict the behavior, age group, and gender of users for whom Goldbach does not have any First-Party Data. To check the accuracy and reliability of the forecasts, Goldbach subjected them to validation in collaboration with the market research institute intervista AG. The results were extremely positive: The target groups based on First-Party Data and the Goldbach forecasting models for the gender of a Goldbach network user matched up to 90%, and those for age groups up to 88%.

«The positive validation by intervista underscores Goldbach’s position as a trustworthy and Data-driven advertising partner and gives our clients even more security and accuracy when delivering their advertising campaigns», says Stefan Wagner, Managing Director at Goldbach Audience.

Data protection in validation comes first

During the validation, Goldbach’s Data was compared and checked against panel Data from the market research institute intervista AG. To this end, intervista AG used panel Data from more than 120,000 people in Switzerland. This validation was carried out with the help of a Data Clean Room from the software company Decentriq. This is a neutral platform that enables the joint processing of Data without it being disclosed.

«Thanks to Decentriq, we were able to comply with all Data protection and compliance requirements during the validation, which is always our top priority», says Marcin Barciński, Head of Data, Goldbach neXT.

Goldbach will continue to use its extensive Data holdings – in compliance with all Data protection and compliance requirements – to enable advertisers to deliver advertising safely and accurately.