For instance, demographics can play a role in audience segmentation – it’s just that behavioral data offers greater context and insights to marketers when analyzing demographics.

For example, marketers can segment audiences based on specific actions like past purchases or engagement with certain content, leading to more personalized and effective advertising campaigns.

Without exposing individual customers' data, each customer can be assigned to a segment based on past spending and potential future spending with a company or in a specific product category.

Convened in January 2024, the work group considers health sector stakeholder needs and the implementation and operational aspects of consent management and data segmentation technologies. In addition ...