As traditional identifiers fragment across the open web, the partnership offers advertisers a privacy-safe path to household-level audience reach.
The slow death of the cookie has been anticipated for years. The operational reality of advertising without it has arrived faster than most campaigns were built to handle.
MINT Square, the programmatic advertising specialist, is announcing a strategic partnership with Digiseg, a provider of ID-independent audience targeting, designed to give advertisers a scalable alternative to identifier-dependent targeting — one that works even in browsers and environments where traditional signals are unavailable or restricted.
The partnership takes effect in early 2026 and will be available to MINT Square clients across all markets.
The Problem It’s Solving
Addressability across the open web has become increasingly inconsistent. Cookies are blocked or deprecated across major browsers. Personal identifiers are increasingly restricted in regulatory environments. For advertisers trying to plan and execute campaigns with any reliability, the result is a patchwork of signal availability that traditional targeting infrastructure was not designed to navigate.
The MINT Square and Digiseg partnership sidesteps that problem by anchoring audience targeting in household-level characteristics rather than individual identifiers. Segments are built from real-world attributes — income bands, homeownership status, life stage — derived from household data rather than cookies, device IDs, or any form of personal tracking.
Those segments are accessible through Adform and The Trade Desk, integrating directly into existing advertiser workflows without requiring new infrastructure.
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Privacy-Safe by Architecture, Not by Workaround
The distinction Digiseg draws is architectural. Its audience segments are not constructed by anonymizing personal data after the fact — they are built from the ground up without personal identifiers. Digiseg’s Insights Platform extends this further, offering campaign performance analysis and audience understanding without touching personal data at any stage.
For advertisers operating under tightening privacy regulations across multiple jurisdictions, that is a meaningful difference. Compliance is not a retroactive adjustment; it is the baseline condition of how the targeting works.
“ID-independent targeting is now a commercial necessity,” said Christoph Berg, CEO of MINT Square. “This collaboration allows our clients to plan and activate with confidence across all major browsers, while benefiting from lower costs and a simplified route to market.”
Part of a Broader Ecosystem Play
Digiseg joins MINT Square’s newly launched membership-based offering, a tiered access model designed to lower the barriers to entry for advertisers and agencies navigating the programmatic landscape. The structure introduces three membership tiers, each providing access to a suite of targeting, contextual, and data capabilities — with Digiseg’s audiences now included as a core component.
For MINT Square, the partnership is one piece of a larger push to build a comprehensive ecosystem of premium publishers and targeting partners. Additional collaborations are expected to be announced throughout the year.
“MINT Square’s deep knowledge of the programmatic ecosystem and strong activation capabilities across markets make it a natural partner,” said Ulrik Krag Morell, CEO of Digiseg. “Together, we can make it easier for advertisers to adopt ID-independent targeting at scale, without compromising on reach or effectiveness.”
