As third-party cookies are gradually phased out, one thing is clear: data protection is no longer a nice-to-have, it is a must. For advertisers, that means finding new ways to reach target audiences efficiently and responsibly without sacrificing performance. Two providers that stand out with privacy-first solutions in this space are Ogury and Digiseg. Both rely on cookieless programmatic advertising. But how well do their approaches work in practice?
Our test: two providers, the same conditions
For a branding and performance campaign for a Swiss private bank, we compared Ogury and Digiseg head to head. Both providers ran under identical conditions, with clear objectives:
Primary goal: High viewability
Secondary goal: A good click-through rate (CTR)
The results: clear differences in performance
Digiseg delivered
✅ Average viewability of almost 89%
✅ Significantly more reach on the chosen site list
Ogury, on the other hand, struggled
🚫 Hardly any delivery on the client’s own site list
🚫 Viewability fell well short of expectations
Our takeaway: not all privacy-first is created equal
On paper, many providers look alike: cookieless, GDPR-compliant, scalable. In practice, however, the differences are big:
👉 Digiseg uses models based on geodata, which have proven robust and scalable.
👉 Ogury relies on signal-based approaches, which reached their limits in our setup, especially with specific site lists.
What does this mean for your programmatic strategy?
In short: there is no one-size-fits-all solution.
Which provider is really the right fit depends heavily on your goals, target audiences and data requirements. What works in one campaign can look completely different in another.
Our conclusion: test, learn, optimise.
The future of digital advertising is cookieless, but not every “privacy-first” provider lives up to its promises.
If you want to succeed in programmatic advertising, you should:
understand exactly how each provider’s data models work
insist on transparent reports, and question them critically
define clear KPIs and review them continuously
We are keeping a close eye on these developments, with the aim of making well-founded decisions for sustainable and responsible digital advertising.
