Cross-retailer data collaboration without competitive risks
Using myGaru, Global Digital created a single audience segment combining audiences from multiple retailers — with safeguards that prevent targeting any specific retailer’s customers. That created unique offering for Global Digital DSP as well as a new data monetisation stream without any direct integrations and investments from Global Digital.
Name:
Global Digital
Headquarters:
Kyiv, Ukraine
Founded:
2016
Industry:
Demand Side Platform
Challenge
Despite active data collaboration with brands via myGaru, participating retailers remained cautious about broader monetisation of their consumer insights. The core concern was the lack of strict controls over data segment usage — without explicit restrictions, retailers feared that direct competitors (other retailers) could target their own audiences using the very same segments. Therefore, it was limiting data monetisation potential for retailers.
Solution
Using myGaru’s built-in tools, Global Digital initiated a direct approval process with selected retailers to create a unified “Coffee Lovers” audience segment. This segment combined anonymised audiences on regular coffee buyers from multiple retailers. Leveraging myGaru’s flexible Smart Segment interface, Global Digital was able to negotiate commercial terms with each individual retailer, including transparent rules for revenue sharing in cases of overlapping audiences. As a result, a single aggregated segment was created, removing competitive risks for participating retailers. Global Digital then offered this segment to advertisers such as coffee chains and gas stations. Retailers received full transparency over which advertisers accessed the segment — and were automatically remunerated for each ad impression involving their data. Notably, this setup required no direct contracts or integrations between Global Digital and the data-providing retailers.
“Thanks to myGaru’s flexible functionality, we were able to build a unique offering within our DSP — an exclusive segment that has become highly sought-after among specific advertiser categories.”
Unique DSP-ready targeting for category-specific campaigns
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New revenue stream
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