Digiseg

Proud moment for the Digiseg team. Medikali Romania won the 2026 Chief Marketer IGNITE Award for Best Lead Generation Campaign and audience intelligence was a key part of it. MAD | MadAboutDigital built the strategy. Medikali had the conviction to challenge how success gets measured in healthcare marketing. Digiseg provided the audience layer that made better decisions possible. The result: a campaign that proved sharper data beats bigger budgets. Congratulations to everyone at MAD and Medikali who pushed for rigor over shortcuts. Proud to have played a role in this campaign.

Cannes Lions is almost here. Ulrik, Jakub, and Josh will be on the Croisette 22–26 June. Struggling with signal loss? Wondering what targeting looks like when you stop chasing individuals and start thinking about where most buying decisions actually happen? Come find us. Households. ID-free. Built for what's next.

Digiseg's own Jan Piskorski will be at Adform's DSP Day 7.0 in Warsaw this Thursday. He's presenting Digiseg's latest product updates and a case study on what shifts when campaigns move from proxy targeting to real-world outcomes. Adform has been a key partner in making that shift possible. Glad to be part of their DSP Day 7.0. Registration is now closed but if you are attending, find him, Jan's happy to talk data.

In this edition: a higher CTR didn't convert. Here's what did.

Great work from dentsu Czech Republic and Vladyslav Brovchenko. One of the most important takeaways from this case is the shift away from proxy metrics toward real business outcomes. CTR can indicate engagement. But engagement alone does not guarantee registrations or efficient acquisition. By evaluating audience strategies against completed registrations, dentsu built a clearer view of what was actually driving performance. A good example of why outcome-based measurement matters. Pleased Digiseg could play a part in getting there. This is what measurement looks like when it's done properly.

When a CTV platform tells you it does household targeting, it's worth understanding what that means in practice. In most cases, the answer is device graphs. Smart TVs, streaming apps, and mobile devices linked together probabilistically—inferred to belong to the same household based on viewing patterns, and cross-device signals. Device graphs shift every time someone installs a new app, replaces a phone, or starts using a different streaming service. The household you're targeting this week isn't necessarily the one you'll reach next week. Household data built on real-world public sources works differently. It describes who a household is. Not what a device recently did. Is your CTV data describing a household, or estimating one? Learn more - link in comments 👇

Proud to be part of this. FARMEC SA has been shortlisted for two The Drum Awards: Media Innovation & Rebrand or Relaunch. And we're honored to have played a role alongside HUBvertising and MAD | MadAboutDigital in the work behind it. The recognition speaks to something the whole team believed in: that media can be a measurement system, not just a delivery channel. Farmec and the agencies brought that to life. Our part was the audience data—glad it played a role. Congratulations to everyone at Farmec, HUBvertising, and MAD. The shortlist is a great start. Excited to see what happens in London. Toma Matei & Natalia Alexandra Neamt, thank you for bringing us into the plan.

CTV means premium. Safari means remnant. Retail media means intent. These are the shortcuts that still drive most media plans. The problem: they don't describe an audience. They describe a delivery environment. The same person can look high-value on one device and completely invisible on another. The label changes. The person doesn't. So what are you actually buying when you buy a channel? Not an audience. A guess. A guess that shows up in performance — spend against users who look right on paper but have no real need or ability to buy. Channel-based thinking was built for a world where you could track every user across every touchpoint. That world never quite arrived. And now that cookies and device IDs are disappearing, the illusion is harder to maintain. Yet plans still get built this way. Because without a stable way to define the audience, channels end up carrying more strategic weight than they should. A better approach: define the audience first — using real-world characteristics, not channel assumptions. Let channels be what they actually are—distribution. Signal-first planning. That's the shift. Learn more - link in comments 👇

A device ID gets reassigned. A cookie clears. A probabilistic graph drifts as behavior changes. Household data built from real-world public sources—property records, official statistics, real-world indicators—doesn't work this way. It describes a household's structural reality, not the activity of the devices inside it. That stability matters more than it sounds. If your audience definition is drifting mid-campaign, you're targeting who they were, not who they are. Learn more - link in comments 👇