Goldbach validates first-party data using panel data from intervista: High security and accuracy for age and gender data

Tested and found to be good: In May, advertising marketer Goldbach validated its online targeting offering. The result: Predictions of user demographic characteristics such as gender or age groups are up to 90% correct. For advertisers, this confirms that their advertising campaigns with demographic audience targeting are being delivered safely and accurately.

Thanks to the collection and use of first-party data from its own networks (20 Minuten, Tages-Anzeiger, SMG, etc.), Goldbach has the ability to create innovative data targeting products as well as precise forecasting models. This allows advertisers to book campaigns including audience targeting, such as car lovers or users of a certain age group. The prediction models make it possible to predict the behavior, age group and gender of users for whom Goldbach has no first-party data. In order to check the accuracy and reliability of the forecasts, Goldbach validated them 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 forecast models for the gender of a Goldbach network user matched up to 90%, and those for age groups matched up to 88%.

"The positive validation by intervista underlines Goldbach's position as a trustworthy and data-driven advertising partner and gives our clients even more security and accuracy when playing out their advertising campaigns," says Stefan Wagner, Managing Director at Goldbach Audience.

Data protection at the forefront of validation

For the validation, Goldbach's data was compared and checked with panel data from the market research institute intervista AG. 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 disclosing it.

"Thanks to Decentriq, we were able to adhere to any 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 the extensive data assets - while adhering to all data protection and compliance requirements - to provide advertisers with secure and accurate ad delivery.