More brands are blending deterministic and probabilistic data for hybrid targeting approaches

Advertisers are looking again at the use of probabilistic data for audience targeting, and, in some cases, are seeing it as a potential solution to addressability concerns.

It’s the latest installment in marketing’s tug of war between precise targeting and broad reach — and an indirect consequence of third-party cookie deprecation.

“It’s not an either-or scenario. There’s no favorite child,” said Kumar Amrendra, head of digital marketing at U.K.-based pay-TV broadcaster Sky.

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Digiday+ Research: Subscriptions and events gain steam among publishers’ most significant sources of revenue

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Direct-sold ads continue to be the dominant source of publishers’ revenue as we move out of the first quarter of 2025 — which is consistent with past years. But other revenue sources are gaining in importance as publishers diversify their revenue streams more this year, particularly subscriptions and events.

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