In the data marketplace
The full IDfree taxonomy as third-party data in The Trade Desk. More DSPs to follow.
5,000+ ready-made audiences in 21 markets, owned by IDfree and designed by our research branch SkySeg. Built on neighborhood patterns. No cookies, no PII.
The full IDfree taxonomy as third-party data in The Trade Desk. More DSPs to follow.
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Every IDfree audience is built on one model, designed by SkySeg, our research branch. 12 overgroups to plan and buy, 36 cells underneath for precision.
What can they afford?
What do they need right now?
How do they live and shop?
Consumer choice comes down to three questions: what a household needs at this point in life, what is realistically available where it lives, and what it can afford. Each dimension answers one of them. Leave one out and households that look alike in the data make very different choices in real life.
Defined by life stage
Life stage sets the needs. Two households with the same income buy very different baskets if one is a young couple renting in the city and the other a family with teenagers or a retired couple.
Defined by where they live
Place sets the options. Density decides whether you need a car, how big your home is, which stores you can reach and how you get deliveries. It also changes which media reach you.
Defined by income
Income sets the budget. It decides the price tier a household shops in, how often it trades up to premium brands, and how much is left for discretionary spend after fixed costs.
Life stage and income make up the 12 ICC overgroups clients already know. Place adds the third layer: each overgroup splits into Urban, Suburban and Rural, giving 36 cells underneath. The product stays simple at 12 cells while the model behind it predicts choices more precisely.