Goldbach targeting put to the test
The advertising marketing company Goldbach validated its online targeting offering in May and achieved up to 90 percent accuracy in predicting demographic characteristics such as users’ gender and age groups. This provides advertisers with confirmation that their ad campaigns can be delivered reliably and precisely using demographic audience targeting.
Thanks to the collection and use of first-party data from its own networks (20 Minuten, Tages-Anzeiger, SMG, etc.), has Goldbach the ability to create data targeting products and precise predictive models. This allows advertisers to book campaigns including audience targeting, such as car enthusiasts or users of a certain age group. The predictive models make it possible to predict the behavior, age group and gender of users for whom Goldbach has no first-party data.
To check the accuracy and reliability of the forecasts, Goldbach validated them in cooperation with the market research institute Intervista. The result: The target groups based on first-party data and the Goldbach forecast models for the gender of a:r Goldbach network user matched up to 90 percent, those for age groups up to 88 percent.
Data protection at the forefront of validation
During validation, Goldbach's data was compared and checked against panel data from the market research institute. For this purpose, Intervista 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 data to be processed jointly without being disclosed. This enabled any data protection and compliance requirements to be met during validation.
