ID‑independent, household‑based audiences activated through sell‑side decisioning across curated, signal‑rich supply
Digiseg today announced a partnership with Index Exchange, one of the world’s largest independent advertising supply-side platforms, expanding access to ID-independent, household-based audience cohorts via Index Marketplaces.
Digiseg’s probabilistic household audiences are now available through Index’s growing Data Vendor Ecosystem, reflecting an industry-wide shift toward applying intelligence directly on the supply side. The integration enables buyers and Index Marketplace partners to activate privacy-safe audiences across curated, omnichannel supply, including environments where traditional identifiers and addressability signals are unavailable.
As addressability continues to fragment across browsers, devices, and formats, the sell side increasingly plays a central role in how decisioning is applied and value is realized. Identity-based approaches often degrade across the supply path, creating misalignment between buy-side audience strategies and how inventory is packaged, evaluated, and sold — particularly within curated environments.
Index Marketplaces—Index Exchange’s omnichannel platform for curated, signal-rich supply activation and sell-side decisioning—applies intelligence at the point of impression, where supply is evaluated and transacted. By integrating Digiseg’s household-based cohorts into this environment, Index enables more durable audience logic across fragmented environments, without relying on cookies or personal identifiers.
For media buyers, the integration supports more consistent audience activation across fragmented environments such as Streaming TV, Safari, iOS in-app, and audio. For media owners, it enables demand aligned to household-level characteristics while maintaining transparency and control, without exposing personal data or introducing additional technical complexity.
“We’re pleased to welcome Digiseg to Index’s Data Vendor Ecosystem, expanding the ways buyers and Index Marketplace partners can activate household-based audiences across curated, omnichannel supply,” said Azma Gohar, senior director of data partnerships and ecosystems at Index Exchange. “By applying data directly on the sell side, this integration enables buyers and partners to align audience strategies with how supply is evaluated and transacted, supporting more consistent activation across fragmented environments.”
“Digiseg has long aligned with Index Exchange’s focus on sell-side decisioning,” said Jakub Skwarski, CCO at Digiseg. “Index Marketplaces provides a clear decisioning framework where household-based cohorts can be applied responsibly and consistently, in line with how curated supply is activated today.”
